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تأثیر بازاریابی رابطه‌مند بر کیفیت ارتباط با تماشاگران لیگ حرفه‌ای والیبال زنان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت ورزشی، دانشگاه گیلان

2 استادیار مدیریت ورزشی، دانشگاه گیلان

چکیده

هدف از پژوهش حاضر، بررسی تأثیر بازاریابی رابطه‌مند بر کیفیت ارتباط با تماشاگران لیگ حرفه‌ای والیبال زنان ایــران بود. این پژوهش از نوع مطالعات توصیفی ـ هم‌بستگی بوده وبه‌شکلمیدانیانجامشده است. جهت انجام پژوهش، از میان تمامی تماشاگرانی که سن آن‌ها بالاتر از 14 سال بود، 306 نفر به‌عنوان نمونه انتخاب شدند. نتایج نشان می‌دهد که در مدل پیشنهادی، بازاریابی رابطه‌مند از توان بالایی در تبیین کیفیت ارتباط به‌میزان 74 درصد (86/0) برخوردار می‌باشد. علاوه‌براین، منافع اجتماعی با بیشترین بار عاملی (65/0) مهم‌ترین بعد در بازاریابی رابطه‌مند بوده و اعتماد با بیشترین بار عاملی (69/0) مهم‌ترین بعد در کیفیت ارتباط می‌باشد. نتایج حاضر می‌تواند این اطمینان را برای فدراسیون والیبال ایران و باشگاه‌های ورزشی به‌همراه داشته باشد که به‌منظور ایجادیک مزیترقابتیپایدار می‌توانندازطریق منافع اجتماعی و به‌کارگیری پیوندهای ساختاری موجب افزایش اعتماد، رضایت‌مندی و تعهد در تماشاگران و در‌نهایت، تقویت کیفیت ارتباط با آن‌ها شوند. برگزاری لیگ‌های والیبال به‌طور منظم و منسجم، استفاده از ابزارهای ارتباطی نوین و جامعه‌پذیر جهت افزایش ارتباطات غیرمستقیم با تماشاگران، بهبود تعامل با تماشاگران توسط کارکنان مربوطه و همچنین، توجه ویژه به نیازها و خواسته‌های تماشاگران برای افزایش کیفیت ارتباط با آن‌ها از دیگر پیشنهادات قابل‌تأمل این پژوهش می‌باشد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Relationship Marketing on Quality of Relationship with the Spectators of Women's Volleyball Professional League

نویسندگان [English]

  • Mina Emami 1
  • Noshin Benar 2

1 M.Sc. Student of Sport Management, University of Guilan

2 Assistant Professor of Sport Management, University of Guilan

چکیده [English]

The purpose of this research is to investigatate the effect of relationship marketing on quality of relationship with the spectators of Iran women's volleyball professional league. The Research method was corelational research that was performed field research. Three hundred six people (age > 14) were selected randomly. In the proposed model, relationship marketing explained 74% (0.862) of the variance in relationship quality. In addition, social benefits with the highest loading (0.65) was the most important dimension in relationship marketing, and trust with the highest loading (0.69) was the most important dimension in relationship quality. This results can ensure the Iranian Volleyball Federation and sports clubs that increasing the quality of relationship with spectators by means of social benefits and structural bonds can create a sustainable competitive advantage. Other suggestions for enhancing the relationship quality are holding regular and consistent volleyball leagues, using modern communication tools and socialization, improving spectators-staff interaction, and paying special attention to the needs and demands of spectators.

کلیدواژه‌ها [English]

  • Relationship Marketing
  • Relationship Quality
  • Women's Volleyball
  • Social Benefits
  • Trust
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مطالعات مدیریت ورزشی
دوره 9، شماره 41
فروردین و اردیبهشت 1396
صفحه 191-210
فایل ها
سابقه مقاله
  • تاریخ دریافت: 29 تیر 1394
  • تاریخ بازنگری: 05 آذر 1394
  • تاریخ پذیرش: 22 اردیبهشت 1395
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