نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه اراک، اراک، ایران.
2 دانشیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه اراک، اراک، ایران.
چکیده
هدف پژوهش حاضر بررسی پاسخ‌های رفتاری اجتماعی مشتریان باشگاه‌های ورزشی در قبال رابطه با باشگاه است. روش تحقیق، از نوع توصیفی-همبستگی و جامعه آماری تحقیق شامل باشگاه‌های ورزشی تندرستی شهر اراک بود. نمونه تحقیق به‌وسیله روش نمونه‌گیری طبقه‌ای تصادفی انتخاب شد. جهت جمع‌آوری داده‌ها از سه پرسشنامه‌ی کیفیت رابطه (14 گویه) با ابعاد رضایت، تعهد و اعتماد، پرسشنامه تبلیغات شفاهی (4گویه)، پرسشنامه وفاداری (4گویه) و پرسشنامه رفتار شاکیانه (4گویه) استفاده گردید. اعتبار صوری و محتوایی پرسشنامه‌ها توسط نظرات متخصصان (12 نفر)، و روایی سازه نیز با تحلیل عاملی تأییدی سنجیده شد. با استفاده از روش آلفای کرونباخ پایایی پرسشنامه‌ها در یک مطالعه مقدماتی مورد تأیید قرار گرفت. تعداد 380 پرسشنامه توزیع، تعداد 355 پرسشنامه برگشت و تعداد 329 پرسشنامه تجزیه‌و‌تحلیل شد. جهت تجزیه‌و‌تحلیل داده‌ها از نرم‌افزارهای SPSS16، LISREL ، PLS استفاده شد. نتایج پژوهش نشان داد که کیفیت رابطه اثر مثبت و معناداری روی وفاداری (75/0a=) و تبلیغات شفاهی (80/0a=) مشتریان باشگاه‌ها داشت؛ همچنین کیفیت رابطه اثر منفی و معناداری روی رفتارهای شاکیانه مشتریان داشت (75/0a=). بنابراین مدیران و مسؤلان باشگاه‌های ورزشی باید با در نظر گرفتن نقش کیفیت رابطه و ابعاد آن روی وفاداری، تبلیغات شفاهی و رفتارهای شاکیانه تمام تلاش خود را برای بهبود ابعاد مختلف کیفیت رابطه انجام دهند تا وفاداری مشتریان و تعریف و تمجید آنها از باشگاه را کسب نمایند و از رفتارهای شاکیانه آنها بکاهند.
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