Document Type : Research Paper


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


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.


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