شناسایی و اولویت‌بندی شاخص‌های شعف مشتریان ورزشی: با تاکید بر ورزشکاران خبره ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه تربیت بدنی، دانشکده علوم انسانی و اجتماعی، دانشگاه گردستان، سنندج، ایران.

2 دانشیار مدیریت ورزشی، دانشکده علوم انسانی و اجتماعی، دانشگاه گردستان، سنندج، ایران.

3 دانشیار مدیریت ورزشی دانشگاه لاتروب ملبورن..استرالیا

10.22034/cbsj.2023.62742

چکیده

هدف پژوهش حاضر شناسایی و اولویت بندی شاخص‌های شعف مشتریان ورزشی بود. روش تحقیق به صورت آمیخته و از نوع طرح متوالی اکتشافی بود و در دو فاز کیفی و کمی به صورت پی در پی انجام گرفت. روش تحقیق در بخش کیفی از نوع تحلیل مضمونی و در بخش کمی اولویت‌بندی به روش ای اچ پی صورت گرفت. جامعه آماری بخش کیفی مصرف‌کنندگان (مشتریان) کالا و خدمات ورزشی که حداقل سابقه پنج سال مصرف کالا خدمات در ورزش را داشتند انتخاب شد. روش نمونه‌گیری به صورت هدفمند بود. نمونه آماری با توجه به اشباع نظری محقق مشخص شد و جهت اطمینان از اشباع نظری سه نمونه دیگر بعد از نمونه 16 انتخاب شد(3+16). ابزار گردآوری داده‌ها مصاحبه عمیق و جهت تجزیه و تحلیل داده‌ها از تکنیک کدگذاری و ترسیم شبکه مضامین استفاده شد. در مرحله کمی پرسشنامه‌ای بر اساس مولفه‌های به دست آمده طراحی شد و در بین مشتریانی که از آن‌ها مصاحبه گرفته شده بود توزیع شدو مقایسه زوجی مولفه‌ها صورت گرفت و وزن مولفه‌ها به دست آمد. تجزیه و تحلیل یافته-ها در چهار بعد عوامل مشتری (با دو مضمون تخصص و منحصر به فرد بودن محصول)؛ بعد خدمات (مضمون اصلی تمایز در ارائه خدمات)؛ بعد محیط( مضمون جو دوستانه و حمایتی و تعاملات حرفه‌ای) و بعد کارکنان(مضمون دانش و آگاهی تخصصی و در نظر گرفتن روحیات مشتری) صورت گرفت. در مرحله کیفی از نرم افزار تحلیل داده‌های کیفی ان ویوو و در مرحله کمی از نرم افزاراکسپرت چویس استفاده شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identifying and prioritizing indicators of sports customers' delight: with emphasis on Iranian professional athletes

نویسندگان [English]

  • farid ganji 1
  • sardar mohammadi 2
  • Geoff Dickson 3
1 Faculty of Humanities ... Department of Physical Education..University of Kurdistan ... Sanandaj
2 Associate Professor in sport management department, physical education, department, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran.
3 Associate Professor of Sports Management and Director of Research Partnerships, Business School, Latrobe University, Melbourne, Australia
چکیده [English]

The aim of this study was to identify and prioritize the indicators of sports customers' Delight. The research method was a combination of exploratory consecutive design and was performed in two phases, qualitative and quantitative. The research method was qualitative in the thematic analysis and in the quantitative part was prioritized by the AHP method. The statistical population of the qualitative section of consumers (customers) of sports goods and services who had a history of at least five years of consumption of goods and services in sports was selected. The sampling method was purposive. The statistical sample was determined according to the researcher's theoretical saturation and to ensure the theoretical saturation, three more samples were selected after sample 16 (16 + 3). Data collection tool was in-depth interview and to analyze the data, the technique of coding and drawing a network of topics was used. In a quantitative stage, a questionnaire was designed based on the obtained components and distributed among the interviewed customers. A pairwise comparison of the components was performed and the weight of the components was obtained. Analysis of findings in four dimensions of customer factors (with two themes of expertise and product uniqueness); Service dimension (the main theme of differentiation in service delivery); The environment dimension (friendly and supportive atmosphere and professional interactions) and the staff dimension (specialized knowledge and awareness and customer spirits). In the qualitative stage, NViVO quality data analysis software was used and in the quantitative stage, Expert Choice software was used.

کلیدواژه‌ها [English]

  • "customer Delight"
  • "sports products"
  • "environment"
  • "thematic analysis"
References
Ball, J., & Barnes, D. C. (2017). Delight and the grateful customer: Beyond joy and surprise. Journal of Service Theory and Practice, 27(1), 250-269.‏
Barnes, D. C., Kraemer, T., Gouthier, M. H., Ludwig, N., & Giese, A. (2021). After-service gifts: Evaluating how presence, context and value impact customer satisfaction and customer delight. Journal of Marketing Theory and Practice29(3), 343-357.‏
Barnes, D. C., & Krallman, A. (2019). Customer delight: A review and agenda for research. Journal of Marketing Theory and Practice27(2), 174-195.‏
Barnes, D. C., Meyer, T., & Kinard, B. R. (2016). Implementing a delight strategy in a restaurant setting: the power of unsolicited recommendations. Cornell Hospitality Quarterly57(3), 329-342.‏
Bartl, C., Gouthier, M. H., & Lenker, M. (2013). Delighting consumers click by click: Antecedents and effects of delight online. Journal of Service Research, 16(3), 386-399.‏ doi:10.1177/1094670513479168.
Beauchamp, M. B., & Barnes, D. C. (2015). Delighting baby boomers and millennials: Factors that matter most. Journal of Marketing Theory and Practice23(3), 338-350.‏
Berman, B. (2005). How to delight your customers. California management review48(1), 129-151.‏
Dagger, T.S. (2011). To delight or not to delight? An investigation of loyalty formation in the restaurant industry. J. Hosp. Kim, M., Vogt, C.A., Knutson, B.J., 2015. Relationships among customer satisfaction,
Choi, S. A., & Hwang, Y. Y. (2019). The structural relationship between brand engagement and customer delight by sports brand experience. Journal of the Korea Industrial Information Systems Research24(3), 51-66.‏
Choi, S., & Mattila, A. S. (2008). Perceived controllability and service expectations: Influences on customer reactions following service failure. Journal of Business Research61(1), 24-30.‏
Chuang, S. C., Cheng, Y. H., Chang, C. J., & Yang, S. W. (2012). The effect of service failure types and service recovery on customer satisfaction: a mental accounting perspective. The Service Industries Journal32(2), 257-271.‏
Cook, L. S., Bowen, D. E., Chase, R. B., Dasu, S., Stewart, D. M., & Tansik, D. A. (2002). Human issues in service design. Journal of operations management20(2), 159-174.‏
Cranage, D. (2004). Plan to do it right: and plan for recovery. International Journal of Contemporary Hospitality Management16(4), 210-219.‏
Creswell, J. W., & Clark, V. P. (2011). Mixed methods research. SAGE Publications.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.‏
Dey, S., Ghosh, S., Datta, B., & Barai, P. (2017). A study on the antecedents and consequences of customer delight. Total Quality Management & Business Excellence28(1-2), 47-61.‏
Ekinci, Y., Dawes, P. L., & Massey, G. R. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality services. European Journal of Marketing42(1/2), 35-68.‏
Finn, A. (2005). Reassessing the foundations of customer delight. Journal of Service Research8(2), 103-116.‏
Guidice, R. M., Barnes, D. C., & Kinard, B. R. (2020). Delight spirals: the cause and consequence of employee perceived customer delight. Journal of Service Theory and Practice30(2), 149-170.‏
Johnston, R., & Fern, A. (1999). Service recovery strategies for single and double deviation scenarios. Service Industries Journal19(2), 69-82.‏
Keiningham, T. L., Goddard, M. K., Vavra, T. G., & Iaci, A. J. (1999). Customer delight and the bottom line. Marketing Management8(3), 57.‏
Kumar, A., Olshavsky, R.W., & King, M.F. (2001), Exploring the antecedents of customer delight, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 14-27.
Lee, S. A., & Shea, L. (2015). Investigating the key routes to customers’ delightful moments in the hotel context. Journal of Hospitality Marketing & Management24(5), 532-553.‏ doi:10.1080/19368623.2014.925840
Ludwig, N. L., Barnes, D. C., & Gouthier, M. (2017). Observing delightful experiences of other customers: the double-edged sword of jealousy and joy. Journal of Service Theory and Practice, 27(1), 145-163.‏ doi:10.1108/JSTP-07-2015-0171
Magnini, V. P., Crotts, J. C., & Zehrer, A. (2011). Understanding customer delight: An application of travel blog analysis. Journal of Travel Research50(5), 535-545.‏
McColl-Kennedy, J. R., Daus, C. S., & Sparks, B. A. (2003). The role of gender in reactions to service failure and recovery. Journal of service research6(1), 66-82.‏
Meyer, T., Barnes, D. C., & Friend, S. B. (2017). The role of delight in driving repurchase intentions. Journal of Personal Selling & Sales Management, 37(1), 61-71.‏ doi:10.1080/08853134.2016.1272052.
Michelli, J. A. (2015). Driven to delight: Delivering world-class customer experience the Mercedes-Benz Way. McGraw Hill Professional.‏
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336.‏
Patterson, K. (1997). Delighted clients are loyal clients. Rough Notes, 140(3), 221-234.
Schiffman, L. G., & Kanuk, L. L. (2006). Consumer Behavior. Pearson Prentice Hall.‏
Skogland, I., & Siguaw, J. A. (2004). Are your satisfied customers loyal?. Cornell hotel and restaurant administration quarterly45(3), 221-234.‏
Swanson, S. R., & Davis, J. C. (2012). Delight and outrage in the performing arts: A critical incidence analysis. Journal of Marketing Theory and Practice20(3), 263-278.‏
Torres, E. N. (2014). Deconstructing service quality and customer satisfaction: Challenges and directions for future research. Journal of Hospitality Marketing & Management23(6), 652-677.‏
Torres, E. N., & Kline, S. (2013). From customer satisfaction to customer delight: Creating a new standard of service for the hotel industry. International Journal of Contemporary Hospitality Management25(5), 642-659.‏
Torres, E. N., & Ronzoni, G. (2018). The evolution of the customer delight construct: Prior research, current measurement, and directions for future research. International Journal of Contemporary Hospitality Management30(1), 57-75.‏
Wang, X. (2011). The effect of unrelated supporting service quality on consumer delight, satisfaction, and repurchase intentions. Journal of Service Research, 14(2), 149-163.