نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار مدیریت ورزشی دانشگاه تبریز
2 استاد مدیریت بازرگانی دانشگاه پالرمو، ایتالیا
3 استادیار مدیریت ورزشی دانشگاه جمهوریت ترکیه
4 دانشجوی 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.
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