شناسایی عوامل مؤثر بر توسعه خدمات آنلاین در رویدادهای ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

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

2 کارشناسی ارشد، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران.

10.30473/arsm.2025.72752.3929

چکیده

هدف از این پژوهش شناسایی عوامل مؤثر بر توسعه خدمات آنلاین در رویدادهای ورزشی است. این پژوهش با هدف کاربردی و رویکرد آمیخته اکتشافی انجام شده است. در بخش کیفی، از طریق مصاحبه با 14 نفر از خبرگان و استادان مدیریت رویدادهای ورزشی، داده‌ها جمع‌آوری و به روش تحلیل تم تحلیل شده است. در بخش کمی نیز، از طریق پرسشنامه‌ای که بر اساس یافته‌های بخش کیفی طراحی شده، داده‌ها از 110 نفر از مدیران و دست‌اندرکاران رویدادهای ورزشی جمع‌آوری شده است. برای تحلیل داده‌های کمی از روش معادلات ساختاری استفاده شده است. روایی و پایایی ابزارهای پژوهش به ترتیب با استفاده از روش‌های تحلیل تم و آلفای کرونباخ تأیید شده است. یافته‌ها نشان داد که تعداد 36 مفهوم اولیه (کد باز)، 6 مفهوم یا مضمون اصلی (بهبود تجربه مشتری، پرداخت الکترونیکی، توسعه ارتباطات و تعامل، توسعه خدمات الکترونیک، توسعه زیرساخت‌ها و بازاریابی الکترونیک) در قالب مدل توسعه خدمات آنلاین در رویدادهای ورزشی شناسایی و تعیین شدند. همچنین بهبود تجربه مشتری، توسعه ارتباطات و تعامل و توسعه خدمات الکترونیک مهم‌ترین ابعاد اولویت‌بندی شدند. بنابراین یافته‌های این پژوهش می‌تواند به‌عنوان یک نقشه راه برای توسعه و بهبود خدمات آنلاین در این حوزه مورد استفاده قرار گیرد.

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