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عبدوی, فاطمه, بدری آذرین, یعقوب, سین سیمینیو, سالواتور, فیشنه, مجاهد, پاشایی, سجاد. (1399). طراحی و ارائه مدل ساختاری مناسب برای موفقیت مدیریت ارتباط با مشتریان در بخش خدمات اماکن ورزشی ایران: تحلیل مالتی‌متد. فصلنامه علمی زیست فناوری گیاهان زراعی, 9(3), 41-56. doi: 10.30473/arsm.2021.7386
فاطمه عبدوی; یعقوب بدری آذرین; سالواتور سین سیمینیو; مجاهد فیشنه; سجاد پاشایی. "طراحی و ارائه مدل ساختاری مناسب برای موفقیت مدیریت ارتباط با مشتریان در بخش خدمات اماکن ورزشی ایران: تحلیل مالتی‌متد". فصلنامه علمی زیست فناوری گیاهان زراعی, 9, 3, 1399, 41-56. doi: 10.30473/arsm.2021.7386
عبدوی, فاطمه, بدری آذرین, یعقوب, سین سیمینیو, سالواتور, فیشنه, مجاهد, پاشایی, سجاد. (1399). 'طراحی و ارائه مدل ساختاری مناسب برای موفقیت مدیریت ارتباط با مشتریان در بخش خدمات اماکن ورزشی ایران: تحلیل مالتی‌متد', فصلنامه علمی زیست فناوری گیاهان زراعی, 9(3), pp. 41-56. doi: 10.30473/arsm.2021.7386
عبدوی, فاطمه, بدری آذرین, یعقوب, سین سیمینیو, سالواتور, فیشنه, مجاهد, پاشایی, سجاد. طراحی و ارائه مدل ساختاری مناسب برای موفقیت مدیریت ارتباط با مشتریان در بخش خدمات اماکن ورزشی ایران: تحلیل مالتی‌متد. فصلنامه علمی زیست فناوری گیاهان زراعی, 1399; 9(3): 41-56. doi: 10.30473/arsm.2021.7386

طراحی و ارائه مدل ساختاری مناسب برای موفقیت مدیریت ارتباط با مشتریان در بخش خدمات اماکن ورزشی ایران: تحلیل مالتی‌متد

فصلنامه علمی پژوهش­های کاربردی در مدیریت ورزشی
مقاله 5، دوره 9، شماره 3 - شماره پیاپی 35، 1399، صفحه 41-56    اصل مقاله (744.8 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.30473/arsm.2021.7386
نویسندگان
فاطمه عبدوی1؛ یعقوب بدری آذرین1؛ سالواتور سین سیمینیو2؛ مجاهد فیشنه3؛ سجاد پاشایی* 4
1دانشیار مدیریت ورزشی دانشگاه تبریز
2استاد مدیریت بازرگانی دانشگاه پالرمو، ایتالیا
3استادیار مدیریت ورزشی دانشگاه جمهوریت ترکیه
4دانشجوی دکترای تخصصی مدیریت بازاریابی ورزشی دانشگاه تبریز
چکیده
پژهش حاضر با هدف طراحی و ارائه مدل موفقیت مدیریت ارتباط با مشتریان در بخش خدمات اماکن ورزشی ایران انجام شد. این پژوهش به لحاظ طرح پژوهش یک پژوهش مالتی‌متد می‌باشد. جامعه آماری این پژوهش را خبرگان(13 نفر) و مشتریان اماکن ورزشی (384 نفر) تشکیل دادند. تجزیه‌وتحلیل داده‌ها در دو بخش کمی و کیفی انجام گرفت. برای جمع‌آوری داده‌های موردنیاز در خصوص شناسایی شاخص‌های موثر بر موفقیت مدیریت ارتباط با مشتری، و برازش اولیه مدل از نرم‌افزار متاآنالیز استفاده شد. از طریق مصاحبه با خبرگان برای طراحی مدل موفقیت مدیریت ارتباط با مشتریان ورزشی از تکنیک دلفی استفاده گردید. همچنین جهت تعیین روابط بین سازه‌ها از نرم‌افزار مدل‌سازی معادلات ساختاری ایموس در سطح معنی‌داری 001/0 استفاده شد. جهت تعیین پایایی پرسشنامه از بخش کوچکی از جامعه آماری استفاده از طریق آلفای کرونباخ در سطح 001/0 پایایی پرسشنامه 42سوالی 89/0 به دست آمد. طبق خروجی که از نرم-افزارهای متاآنالیز CMA، تکنیک دلفی و SEM بدست آمد، الگوی جامع و مدل اثربخش موفقیت مدیریت ارتباط با مشتری در بخش خدمات اماکن ورزشی ایران با 14 سازه تآیید شد. بنابراین سازمان‌های خدماتی باید همه فعالیت‌ها و توانمندی‌های خود را متوجه رضایت مشتری کنند، چراکه مشتریان تنها منبع برگشت سرمایه هستند. بااین‌وجود بازارهای رقابتی امروزه همه سازمان‌ها را ملزم به مشتری مداری می‌کند.
کلیدواژه‌ها
اماکن؛ خدمات؛ مدیریت ارتباط با مشتری؛ مدل موفقیت؛ ورزش
عنوان مقاله [English]
Designing and providing the appropriate structural model for success of customer relationship management in the sports service sector places in Iran: Multi-Method Analysis
نویسندگان [English]
Fatemeh abdavi1؛ Yahqub BadriAzrine1؛ Salvatore Cincimino2؛ Mücahit Fişne3؛ Sajjad Pashaie4
1Associate Professor, Department of Sport Management, Faculty of Physical Education
2Professor, Department of Business Administration at the Università degli studi di Palermo, Italy
3Assistant Professor, Department of Sport Management, Faculty of Physical Education, University of Cumhuriyet, Turkey
4Ph.D student of sport marketing management, University of Tabriz, Tabriz, IRAN
چکیده [English]
The purpose of this study was to, design and present a successful model of customer relationship management in Iran sports service sector places. This research is a multi-method research in terms of research design. The statistical population of this study consisted of experts (13 persons) and customers of sports facilities (384 persons). Data analysis was done in both quantitative and qualitative parts. Meta-analysis software was used to collect the required data to identify the factors affecting the success of customer relationship management, and to fit the model initially. Delphi technique was used through interviewing experts to design successful model of relationship management with sports clients. Also, structural equation modeling software at the significant level of 0.001 was used to determine the relationships between structures. To determine the reliability of the questionnaire, a small portion of the statistical population using Cronbach's alpha at the 0.001 level of reliability of the 42-item questionnaire was 0.89. According to the output obtained from CMA meta-analysis software, Delphi technique and SEM, the comprehensive model and effective model of customer relationship management success in Iran's sports services sector was validated with 14 constructs. Therefore, service organizations must focus all their activities and capabilities on customer satisfaction, as customers are the only source of return on investment. However, competitive markets today require all organizations to be customer oriented.
کلیدواژه‌ها [English]
Places, Services, Customer Relationship Management, Success Model, Sport
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