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بررسی نقش تعدیل‌کننده جنسیت بر رابطه بین بازاریابی رابطه‌مند با وفاداری مشتریان ورزشی | ||
| فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی | ||
| مقاله 3، دوره 7، شماره 2 - شماره پیاپی 26، 1397، صفحه 35-42 اصل مقاله (253.3 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2018.5087 | ||
| نویسندگان | ||
| غلامرضا شعبانی بهار1؛ سجاد مومنی پیری* 2 | ||
| 1استاد مدیریت ورزشی دانشگاه علامه طباطبائی (ره) | ||
| 2دانشجوی دکتری مدیریت ورزشی دانشگاه بوعلی سینا، همدان | ||
| چکیده | ||
| هدف از این تحقیق بررسی نقش تعدیل‌کننده جنسیت بر رابطه بین بازاریابی رابطه‌مند با وفاداری مشتریان ورزشی بود. پژوهش از نوع توصیفی-همبستگی بود که تعداد 376 نفر (189زن، 187مرد) به روش تصادفی به عنوان نمونه پژوهشی انتخاب شدند. داده‌ها با استفاده از پرسشنامه وفاداری مشتریان و بازاریابی رابطه‌مند گردآوری شدند. روایی صوری پرسشنامه‌ها مورد تأیید 15 تن از اساتید و پایانی آن‌ها با استفاده از آلفای کرونباخ به ترتیب 92/0 و 95/0 مورد تأیید قرار گرفت. داده‌ها با استفاده آزمون ضریب همبستگی اسپیرمن و آزمون Z فیشر تجزیه و تحلیل شد. نتایج نشان داد بین تمامی مؤلفه‌های بازاریابی رابطه‌مند با وفاداری مشتریان مرد رابطه معنا‌داری وجود دارد (01/0p | ||
| کلیدواژه‌ها | ||
| "جنسیت"؛ "بازاریابی رابطه‌مند"؛ "وفاداری مشتریان" | ||
| عنوان مقاله [English] | ||
| Investigating the moderating role of gender on Relationship between Relationship-based Marketing and Customer Loyalty in sport | ||
| نویسندگان [English] | ||
| Gholam Reza Shabani Bahar1؛ sajad moemeni piri2 | ||
| 1Professor of sport management, Allameh Tabatabai University | ||
| 2Ph.D Candidate of Sport Management, Bu-Ali Sina University, Hamedan | ||
| چکیده [English] | ||
| The aim of this research was investigating the moderating role of gender on relationship between relationship-based marketing and customer loyalty in sports. This survey was descriptive-correlational research that 376 subjects (189 female, 187 male) took part in it. Data gathered through relationship between marketing questionnaire and customers’ loyalty questionnaire which their face validity was confirmed by 15 university experts and reliability was approved by alpha Cronbach’s of α=0.92, α=0.95, respectively. The data were analyzed using pearson correlation coefficient and Z Fisher test. The results showed that: there is significant relationship between relationship-based marketing components and male customers loyalty (p | ||
| کلیدواژه‌ها [English] | ||
| "Gender", "Relationship Marketing", "Customer Loyalty" | ||
| مراجع | ||
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