نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه قم، قم، ایران
2 مدیر گروه و عضو هات علمی گروه علوم ورزشی دانشگاه قم
3 دانشگاه قم
چکیده
علایق روزافزون به بازاریابی از طریق رسانه‌های اجتماعی در صنعت ورزش بخصوص در بین مجموعه‌های تفریحی ورزشی، موجب شد تا این پژوهش با هدف نفش بازاریابی رسانه‌های اجتماعی بر قصد خرید و وفاداری مشتریان مراکز تفریحی ورزشی را با رویکرد استفاده و رضایتمندی مورد بررسی قرار دهد .به منظور گردآوری داده‌ها، پرسش‌نامه پژوهش بین 393 نفر از مشتریان مجموعه‌های تفریحی ورزشی شهر همدان به صورت برخط و فیزیکی توزیع گردید. این پژوهش از نظر هدف، کاربردی و از نظر گردآوری داده‌ها علّی است. در این پژوهش از روش‌های آمار توصیفی شامل شاخص‌های گرایش مرکزی و پراکندگی همچنین از روش‌های آمار استنباطی شامل همبستگی پیرسون و معادلات ساختاری در سطح آلفای 05/0 استفاده شد. جهت تجزیه و تحلیل داده‌ها از نرم‌افزار Spss.20 و Amos.18 استفاده شد. نتایج حاکی از آن است که مؤلفه‌های استفاده و رضایتمندی با رضایتمندی ارتباط معناداری دارد، همچنین رضایتمندی با قصد خرید و وفاداری ارتباط معناداری دارد و قصد خرید نیز با وفاداری مشتری رابطه معناداری دارد. به نظر می رسد می توان از تئوری استفاده و رضایت مندی به نحو موثری در سنجش میزان رضایت مندی مشتریان و نیز قصد خرید و وفاداری مجموعه های ورزشی استفاده کرد.
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