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"

مراجع

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مطالعات رفتار مصرف‌کننده
دوره 10، شماره 2
مرداد 1402
صفحه 90-112

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