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مدل‌سازی تأثیر بازارگرایی بر رفتار آتی مشتریان اماکن ورزشی با توجه به ارزش ادراک ‌شده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار پژوهشگاه تربیت‌بدنی وعلوم ورزشی

2 استاد دانشگاه تربیت ‌مدرس

3 استاد دانشگاه تربیت‌ مدرس

4 دانشیار دانشگاه علامه‌ طباطبایی

چکیده

هدف از پژوهش حاضر، طراحی مدل تأثیر بازارگرایی پارک­های ورزشی تفریحی آبی بر رفتار آتی مشتریان با توجه به متغیر میانجی ارزش ادراک­شده می باشد. این پژوهش به­لحاظ هدف کاربردی بوده و از منظر روش گردآوری داده­ها، توصیفی ـ پیمایشی می­باشد. جامعۀ آماری پژوهش را مراکز تفریحی ورزشی آبی کشور تشکیل دادند که ­از میان آن­ها، پنج مرکز بزرگ­تر به­عنوان نمونۀ پژوهش (به­صورت هدفمند) ­انتخاب شدند. ­شایان­ذکر است که نمونه­گیری ­در پژوهش حاضر به­صورت ­تصادفی ـ طبقه­ای انجام شده است و شامل دو گروه پرسنل و مشتریان می­باشد. یافته­ها نشان می­دهد که 7/56 درصد از مشتریان مراکز مرد هستند و 3/43 درصد نیز زن می­باشند. همچنین، مشخص شد که­درآمد سرانۀ خانوار 50 درصد از مشتریان، کمتر از یک میلیون تومان ­است. به­لحاظ سطح تحصیلات نیز بیش از 50 درصد از پرسنل دارای تحصیلات دانشگاهی می­باشند. ارزش شاخص­ها درمدل به­دست­آمده از پژوهش در حد قابل­قبولی می­باشند و لذا، برازش مدل تأیید می­شود. علاوه­براین، براساس نتایج مشخص می­شود که ­بازارگرایی مشتریان، (به­صورت مستقیم) تأثیر معناداری ­بر رفتار آتی ندارد، اما تأثیر آن بر ارزش ادراک­شده­معنادار می­باشد. ارزش ادراک­شده نیز می­تواند نقش واسطه را در ارتباط با بازارگرایی و رفتار آتی مشتریان ایفا کند. همچنین، می­توان گفت که مؤلفۀ مشتری­گرایی، دارای بیشترین تأثیر بر ارزش ادراک­شدۀ مشتریان می­باشد. براساس یافته­ها به مدیران مراکز تفریحی ورزشی پیشنهاد می­شود که در­راستای اهداف توسعه­ای خود، ضمن تدوین راهبردهای بازاریابی، به متغیر ارزش ادراک­شده و ارتقای آن نیز توجه وی‍ژه­ای داشته باشند.

کلیدواژه‌ها

عنوان مقاله [English]

Modeling the Impact of Market Orientation on Customer Future Behavior in Sport Facility According Perceived Value‌

نویسندگان [English]

  • Mohsen Smaeili 1
  • Mohammad Ehsani 2
  • Hashem Koozechian 3
  • Habib Honari 4

1

2

3

4

چکیده [English]

The aim of this Research is design a model for impact of water sport center's market orientation on customer future behavior with attention to perceived value. The kind of research was survey and descriptive. Statistical populations were water sport centers in IRAN those choice five biggest centers. Sampling method was classification random and there were two groups, customers and staff. For data analyzing used of SEM method with use of AMOS and SPSS softs.  Results showed that 56.7% of customers was male and 43.3% female. Family income in half of customers was less than one million Toman and 50% had upper this. More than 50% of staff has academic education. Index values inmodel were in acceptable range and model was confirmed. Results showed market orientation hasn’t directly significant influence on customer future behavior, but has influence on perceive value and this variable can play mediator role between market orientation and customer future behavior. Market orientation factor has greatest impact on customer perceive value. Centers managers in addition design a market strategy for attach the goals, should attention to improvement perceive value and these indexes.

کلیدواژه‌ها [English]

  • Perceive Value
  • Market Orientation
  • Customer Future Behavior
  • Water Sport Centers
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مطالعات مدیریت ورزشی
دوره 8، شماره 36
خرداد و تیر 1395
خرداد و تیر 1395
صفحه 147-166
فایل ها
سابقه مقاله
  • تاریخ دریافت: 14 اردیبهشت 1393
  • تاریخ بازنگری: 29 فروردین 1394
  • تاریخ پذیرش: 24 آذر 1393
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