نشریه مدیریت ورزشی

مطالعه نقش بازارگرایی در سودآوری کسب و کار سالن‌های بدن‌سازی شهر کرمانشاه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه تربیت بدنی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران

2 دانشجوی دکتری مدیریت ورزشی، دانشگاه تهران، ایران

3 گروه تربیت بدنی و علوم ورزشی، دانشگاه علم و صنعت، تهران، ایران

چکیده

هدف این تحقیق، مطالعه نقش بازارگرایی در سودآوری کسب و کار سالن‌های بدن‌سازی شهر کرمانشاه بود. جامعه آماری این تحقیق شامل کلیه مدیران سالن‌های بدن‌سازی شهر کرمانشاه به تعداد 153 نفر بود که بر حسب فرمول کوکران، 113 نفر به شیوه انتخاب تصادفی ساده به عنوان نمونه آماری انتخاب شدند که در نهایت 113 پرسش‌نامه عودت گردید. برای جمع آوری داده‌ها از پرسش‌نامه‌های بازارگرایی رامایاه و همکاران (2011) و سودآوری کسب و کار ویلیام و همکاران (2009) استفاده شد. ثبات درونی پرسش‌نامه‌ها توسط آزمون آلفای کرونباخ به ترتیب 87/0 و 79/0 به دست آمد. برای تجزیه و تحلیل داده‌ها از آمار توصیفی و استنباطی استفاده شد. نتایج نشان داد که بین مشتری‌گرایی و سودآوری کسب و کار ارتباط معنی‌داری وجود ندارد. بین رقیب‌گرایی و سودآوری کسب و کار ارتباط معنی‌داری مشاهده نشد. نتایج پژوهش نشان داد که بین هماهنگی بین وظایف و سودآوری کسب و کار ارتباط مثبت و معنی‌داری وجود دارد. یافته‌های تحقیق نشان داد که از بین ابعاد بازارگرایی، هماهنگی بین وظایف توانایی پیش‌بینی سودآوری کسب و کار را دارد. پیشنهاد می‌شود که مدیران سالن‌های بدن‌سازی شهر کرمانشاه با بهبود و توسعه بازارگرایی در باشگاه خود، زمینه سودآوری کسب و کار خود را فراهم سازند.

کلیدواژه‌ها

عنوان مقاله [English]

The Study of the Role of Market Orientation in Business Profitability of Bodybuilding Halls in Kermanshah City

نویسندگان [English]

  • Nasser Bay 1
  • Reza Soleymani Moghaddam 2
  • Jamal Aldin Shariati 3

1 Assistant Professor, Department of Physical Education, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran

2 PhD Student of Sport Management, University of Tehran, Iran

3 Department of Physical Education and Sport Sciences, Industry and Science University, Tehran, Iran

چکیده [English]

The aim of this study was to investigate the role of market orientation in business profitability of bodybuilding halls in Kermanshah City. The population consisted of all managers of bodybuilding halls of Kermanshah city (N=153). 113 subjects were selected as the sample by Cochran formula and simple random sampling method; finally 113 questionnaires were returned. To collect data, Market Orientation Questionnaire developed by Ramayah et al. (2011) and Business Profitability Questionnaire developed by William et al. (2009) were used. Internal consistency of these questionnaires was determined by Cronbach's alpha as 0.87 and 0.79 respectively. Descriptive and inferential statistics were used for data analysis. The findings showed no significant relationship between customer orientation and business profitability. No significant relationship was observed between competitor orientation and business profitability. There was a significant and positive relationship between inter-functional coordination and business profitability. Among dimensions of market orientation, inter-functional coordination had the ability to predict business profitability. It is recommended that the manager of bodybuilding halls in Kermanshah city should improve and develop market orientation in their clubs so that they can pave the way for profitability of their business.
 

کلیدواژه‌ها [English]

  • Competitor orientation
  • customer orientation
  • Kermanshah City
  • market orientation
  • Profitability
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نشریه مدیریت ورزشی
دوره 10، شماره 1
خرداد 1397
صفحه 149-162
  • تاریخ دریافت: 23 فروردین 1395
  • تاریخ بازنگری: 26 مهر 1395
  • تاریخ پذیرش: 01 آبان 1395
  • تاریخ اولین انتشار: 01 خرداد 1397