نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی دانشگاه علامه طباطبائی
2 دانشیار گروه مدیریت ورزشی دانشگاه علامه طباطبائی
3 کارشناسی ارشد مدیریت ورزشی دانشگاه تهران
چکیده
مدیریت ارتباط با مشتری به مجموعه اقداماتی که بمنظور جذب، نگهداری، توسعه و بهینه سازی روابط طولانی و ارزشمند بین سازمان و مشتری صورت میگیرد گفته میشود. بدین منظور کلیه مراکز تفریحی- ورزشی میتوانند از طریق (CRM)، ضمن بهره برداری از مزایای وفاداری مشتری، میتوانند موقعیت خود را در این بازار رقابتی بهبود بخشند. از این رواین پژوهش با هدف بررسی نقش مدیریت ارتباط با مشتری در وفاداری مشتریان مراکز تفریحی ورزشی شهر مشهد انجام گرفت. روش پژوهش حاضر توصیفی و از نوع همبستگی بوده که بشکل میدانی انجام پذیرفت. جامعه آماری پژوهش تمامی مشتریان مراکز تفریحی ورزشی (استخرها، باشگاههای بدنسازی و ایروبیک) شهر مشهد بودندکه حداقل شش ماه سابقه استفاده از این مراکز را دارا بودند. با استفاده از نمونهگیری خوشهای، چهار منطقه از بین مناطق 13 گانه شهر مشهد بصورت تصادفی انتخاب شدند. حجم نمونه با استفاده از جدول مورگان 384 نفر تعیین شد که تجزیه و تحلیل آماری پس از جدا کردن پرسشنامههای مخدوش بر روی 356 پرسشنامه صورت گرفت. برای گردآوری اطلاعات مدیریت ارتباط با مشتری از پرسشنامه محقق ساخته که پایایی آن (88/0=α) و برای وفاداری از پرسشنامه لیو(2008) استفاده که مقدار آن (85/0=α) ذکر گردیده بود. برای تجزیه و تحلیل ویژگیهای جمعیت شناختی از آمار توصیفی و در سطح آمار استنباطی از آزمونهای کالموگروف اسمیرنوف، همبستگی پیرسون و رگرسیون چند متغیره به روش همزمان استفاده گردید. بررسی یافتهها نشان داد که بین مدیریت ارتباط با مشتری با وفاداری مشتریان ارتباط مثبت و معناداری وجود دارد (464/0R=، 001/0P≤). همچنین از بین مؤلفههای مدیریت ارتباط با مشتری، جذب و حفظ مشتری پیشگویی قویتر برای وفاداری مشتریان بود (924/5T=، 001/0P≤). لذا برقراری ارتباط مناسب با مشتریان جدید و افزایش سطح امکانات رفاهی از مهمترین عوامل جذب و حفظ مشتری در این مراکز میباشد.
کلیدواژه‌ها
عنوان مقاله [English]
The Role of Customer Relationship Management in the Customers' Loyalty to the Recreational Sports Centers
نویسندگان [English]
- Ahmad Mahmoodi 1
- Habib Honari 2
- Ayoob Eslami 3
1
2
3
چکیده [English]
Customer relationship management is called to all preliminaries with the aim of attraction, keeping touch, optimizing of long term and invaluable relationship between the organization and the customer. To achieve this, all the recreational sports complexes could improve their condition in the competing market, utilizing the advantages of customer loyalty. The present study aims at examining the role of customer relationship management (CRM) in the customers' loyalty to the recreational sports centers in Mashhad. This study uses a descriptive-correlative method which was conducted in the field. The population included all customers of recreational sports centers (swimming pools, bodybuilding and aerobics clubs) in Mashhad who had at least 6 months of membership. Using cluster sampling, 4 regions out of total 13 regions in Mashhad were randomly selected. The sample size was determined 384 people and after discarding the corrupt questionnaires, the statistical analysis was done on 356 questionnaires. In order to gather data on CMR, a researcher-made questionnaire was used whose validity was (α=0.88) and for loyalty, Liu's questionnaire (2008) was applied which was estimated as (α=0.85). To analyze the demographic characteristics, we used descriptive statistics and at the inferential statistics level we simultaneously utilized the Kolmogorov-Smirnov test, Pearson's correlation and multivariate regression. The study results showed that there is a positive significant relationship between CRM and the customers' loyalty (P<0.001, r=0.464). Also, among the CRM components, attraction and retention of customers were stronger predictors for their loyalty (P<0.001, t=5.924). Therefore, good communication with the customers and enhancing the facilities are the most important factors of attraction and retention of customers in the recreational sports centers.
کلیدواژه‌ها [English]
- Customer Relationship Management
- Loyalty
- Recreational Centers
- Customer
- Abbasi, M.R., & Torkamani, M. (2010). The theoretical model of customer relationship management implementation. Business studies. 41.(Persian).
- Alavi Shad, A., & Sanaeie, A. (2006). “The role of Customer Relationship Management (CRM) services market competitive advantage (Case Study: travel agents)”. Fourth International Conference on Management. (Persian).
- Albavavi, A., & Akhlasi, A. (2006). Implementation of Customer Relationship Management. Journals of Review of business. 18, 3.
- Beerli, A., Martin, J. D., & Quintana, A. (2004). A model of customer loyalty in the retail banking market. European Journal of Marketing, 38(1/2), 253-75.
- Chiu, H. C., Hsieh, Y. C., Li, Y. C., & Lee, M. (2005). Relationship marketing and consumer switching behavior. Journal of Business Research, 58(12), 1681-9.
- Gartner. (2001). Customer relationship management: The Gartner perspective. On-Line, Available: http://www.cr,forum.com/library/gartnergartner-002.
- Geib, M., Reichold, A., Kolbe, L., & Brenner, W. (2005). Architecture for customer relationship management approaches in financial services. In System Sciences, 2005. HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on (240b-240b). IEEE.
- Ghazi zadeh, M. Ahmadi, M., & Hadadi, M. (2010). Relationship marketing. Journal of Banking and Economics (109). (Persian).
- Greenberg, P. (2002). CRM at the speed of light: capturing and keeping customer in Internet Real time. McGraw–Hill Osbome media.
10. Haghighat Monfared, J., & Saraee Nia, E. (2011). Strategy Customer Relationship Management system with balanced scorecard approach in SAPCO. Journal of Marketing Management. 10. 119-44. (Persian).
11. Hall, J., O’Mahony, B., & Vieceli, J. (2010). An empirical model of attendance factors at major sporting events. International journal of hospitality management, 29(2), 328-34.
12. Katler, Ph. (2006). Principles of Marketing. Translation: M. Foroozandeh. Seventh Edition. Learned Publishing Publications.
13. Kellen, V. (2002). CRM measurement frameworks. Retrieved May, 20, 2010.
14. Ko, E., Kim, S. H., Kim, M., & Woo, J. Y. (2008). Organizational characteristics and the CRM adoption process. Journal of Business Research, 61(1), 65-74.
15. Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons.
16. Law, A. K., Hui, Y. V., & Zhao, X. (2004). Modeling repurchase frequency and customer satisfaction for fast food outlets. International Journal of Quality & Reliability Management, 21(5), 545-63.
17. Mahmoudi, A. Moradi, A. Sajjadi, S.N., & Hamidi, M. (2011). Factors Related to customer loyalty fitness centers in Tehran. Abstracts of the International Scientific Conference on Physical Fitness and Aerobics. Tehran.148. (Persian).
18. Molina, A., Martín-Consuegra, D., & Esteban, Á. (2007). Relational benefits and customer satisfaction in retail banking. International Journal of Bank Marketing, 25(4), 253-71.
19. Momeni, M (2007). Statistical analyzes using SPSS. New Book Publishing. First Edition. Tehran. 193. (Persian).
20. Noeepour, B. (2001). Fundamental concepts of e-business (CRM). Network Magazine. 32. (Persian).
21. Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 33-44.
22. Özgener, Ş., & İraz, R. (2006). Customer relationship management in small–medium enterprises: The case of Turkish tourism industry. Tourism Management, 27(6), 1356-63.
23. Payne, A., & Frow, P. (2004). The role of multichannel integration in customer relationship management. Industrial marketing management, 33(6), 527-38.
24. Ranjbarian, B., & Barari, M. (2009). The impact of the foundations of relationship marketing on customer loyalty: comparing public and private banks. Journal of Management Business. 1 (2): 83-100. (Persian).
24. Rashidi Saleh, M. (2009). Customer Relationship Management. Journal of Export Development. 13 (79). 16-8. (Persian).
25. Reinartz, W., & Kumar, I. (2002). The mismanagement of customer loyalty. Harvard business review, 80(7), 86-95.
26. Robinson, L. (2006). Customer Expectations of Sport Organization. European Sport Management Quality. (6): 64-7.
27. Sanie fard, M.A, Khosh Alhan, F. Mousavi Madani, F., & Rezaeian Fardoie, S. (2007) Development of a new conceptual model for the design of customer relationship management systems (CRM). Journal of Management tomorrow. 54-70. (Persian).
28. Seeman, E. D., & O'Hara, M. (2006). Customer relationship management in higher education: Using information systems to improve the student-school relationship. Campus-Wide Information Systems, 23(1), 24-34.
29. Seyed Javadin, S.R. Barari, M., & Saat chian, V. (2014). Relationship Marketing in Sport Industry. Journal of Sport Management. 6 (24), 15-34. (Persian).
30. Sölgén, S., & Wiklund, D. (2009). Customer Relationship management strategy in Swedish Football clubs.
31. Sun, H., & Liu, M. (2009). Empirical Analysis on the Effect of Customer Relationship Management to the Customer Loyalty. In 2009 International Conference on Wireless Networks and Information Systems. 147-9. IEEE.
32. Tan, X., Yen, D. C., & Fang, X. (2002). Internet integrated customer relationship management: A key success factor for companies in the e-commerce arena. The Journal of Computer Information Systems, 42(3), 77.
33. Turban, E., Sharda, R., & Delen, D. (2007). Decision support and business intelligence systems. Pearson Education India.
34. Venous, D., & Safayian, M. (2004). Bank Services Marketing. Journal of Knowledge View.
35. White, R. L. (2000). Executing an integrated E-CRM infrastructure. Call Center Solutions, 18(10), 50-5.
36. Wu, C. M. (2005). A Survey of Quality of Service, Satisfaction, and Loyalty in Members of Fitness Center-An Example of Ebullient Fitness Center (Doctoral dissertation, Master Dissertation, Taipei Physical Education College, Taipei, Taiwan).
37. Yusof, A., & Lee, H. S. (2008). Spectator perceptions of physical facility and team quality: a study of a Malaysian Super League soccer match. Research Journal of International Studies, 8, 132-40.
38. Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2004). An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon. Industrial marketing management, 33(6), 475-89.
)