اثر میانجی کیفیت خدمات در ارتباط بازارگرایی و عملکرد تجاری اماکن ورزشی خصوصی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد کرمانشاه، کرمانشاه، ایران.

2 استادیار، گروه مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد کرمانشاه، کرمانشاه، ایران.

3 استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران.

چکیده

هدف پژوهش حاضر بررسی اثر میانجی کیفیت خدمات در ارتباط بازارگرایی و عملکرد تجاری اماکن ورزشی خصوصی بود. این پژوهش از نظر هدف کاربردی و از حیث ماهیت توصیفی- تحلیلی است. جامعه آماری کلیه مدیران، مربیان و فارغ‌التحصیلان حوزه ورزشی فعال در باشگاه‌های ورزشی استان‌های غرب کشور بودند و نمونه آماری (384 نفر) به‌صورت خوشه‌‌ای چند مرحله‌‌ای انتخاب شد. جهت جمع‌‌آوری داده‌‌ها از پرسشنامه بازارگرایی (نارور و اسلاتر، 1990)، کیفیت خدمات (کمالی، 1396) و پرسشنامه محقق‌ساخته عملکرد تجاری استفاده شد. روایی صوری پرسشنامه توسط صاحب‌‌نظران (13 نفر) تائید و  پایایی آن با استفاده از آزمون آلفای کرونباخ (95/0) و پایایی ترکیبی محاسبه شد. جهت تجزیه ‌و تحلیل داده‌ها و بررسی برازش مدل از مدل‌سازی معادلات ساختاری در نرم‌افزار PLS3-SPSS24 بهره گرفته شد. نتایج نشان داد که بازارگرایی و کیفیت خدمات بر عملکرد تجاری اماکن ورزشی تأثیر معناداری دارد. همچنین بازارگرایی بر کیفیت خدمات تأثیر معناداری دارد. درنهایت اثر بازارگرایی بر عملکرد تجاری با نقش میانجی کیفیت خدمات و همچنین اثر ابعاد مشتری‌گرایی، رقابت‌‌گرایی و هماهنگی بین‌‌بخشی بر عملکرد تجاری معنی‌‌دار بود. با توجه به نتایج می‌‌توان گفت که، مدیران اماکن ورزشی برای دستیابی به تجاری سازی موفق مجموعه‌های ورزشی خود باید از راهبردهای مختلف بازارگرایی استفاده کنند.

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