نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد دانشگاه محقق اردبیلی
2 دانشیار دانشگاه ارومیه
3 دانشجو دکتری دانشگاه ارومیه
چکیده
سازمان‌ها به‌منظور بهبود کیفیت خدمات و افزایش قدرت رقابتی، با شناسایی عوامل تجربۀ مشتری قادر خواهند بود تا در هر بار تعامل مشتری با سازمان، تجربۀ ارزشمندی را ایجاد نمایند و با مدیریت این تجربه، محصول یا خدمت بهتری را ارائه کنند. هدف از مطالعۀ حاضر، تحلیل عاملی تأییدی پرسش‌نامۀ تجربۀ مشتری در ورزشمی‌باشد. جامعۀ آماری پژوهش شامل 466 نفر از بازیکنان فوتبال حاضر در باشگاه‌های لیگ برتر بود که براساس جدول مورگان و با استفاده از روش نمونه‌گیری تصادفی طبقه‌ای، 236 نفر به‌عنوان نمونه انتخاب گردیدند. ابزار تحقیق پرسش‌نامۀ تجربه مشتری سندرسون و لیان (2011) بود،. روایی صوری و محتواییپرسش‌نامه توسط متخصصین تأیید و ثباتدرونی کلی پرسش‌نامهدر یک مطالعه راهنما 88/0α=به دست آمد. نتایج نشان می‌دهد که درمجموع هفت عامل انعطاف‌پذیری با ضریب آلفای (92/0)، دانش با ضریب (87/0)، تماس شخصی با ضریب (89/0)، درک نیازهای مشتری با ضریب (86/0)، پیگیری امور با ضریب (88/0)، تحقق وعده‌ها با ضریب (87/0) و پاسخ‌گویی با ضریب (85/0) می‌توانند 5/87 درصد از واریانس کل تجربۀ مشتری را تبیین نمایند. مدیران باشگاه‌ها نیز از طریق شناسایی عوامل مؤثر بر تجربۀ بازیکنان خود می‌توانند به ایجاد تجارب سودمند بپردازند و وفادارسازی را همراه با ارزش‌آفرینی در ورزشکاران تثبیت نمایند.
کلیدواژه‌ها
عنوان مقاله [English]
Confirmatory Factor Analysis of Customer Experience Questionnaire in Sport
نویسندگان [English]
- Mehrdad Moharam Zadeh 1
- Seyed Mohammad Kashef 2
- Mojgan Khodamoradpoor 3
چکیده [English]
Organizations to improve quality of service and increase competitive power by identifying the forces driving the customer experience will enable, in every time interact of customers with the organization, to create a rewarding experience and with managing this experience will present a better product or service. The aim of this study was to determine confirmatory factor analysis of customer experience questionnaire in sport. The population consisted of 466 football players who play in the Premier League clubs, from strati flied random sampling, 236 individuals were selected as the sample based on Morgan Sampling Table. The research instrument was a customer experience questionnaire by Sandersen and Lian (2011(. The face and content–related validity of the questionnaire were confirmed by the experts and the reliability of the questionnaire was obtained (α = 0.88) in a pilot study. This study is a descriptive survey and Confirmatory Factor Analysis method was used to confirm of each factor. Results revealed a total of seven factors flexibility with coefficient alpha 0.92, knowledge 0.87, personal contact 0.89, customer needs 0.86, follow up 0.88, promise fulfillment 0.87 and responsiveness 0.85, and explain 87.5 of total variance. The club managers by identification of experience factors can make loyalty with valuable creation in the players.
کلیدواژه‌ها [English]
- Confirmatory Factor Analysis
- Customer Experience
- Flexibility
- Follow Up
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