نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیارگروه تربیت بدنی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران.
2 دانشجوی دکتری مدیریت ورزشی، دانشگاه تهران، ایران
3 کارشناس‌ارشد مدیریت ورزشی، ادارۀ ورزش و جوانان، علی‌آباد کتول، ایران.
چکیده
هدف این تحقیق، بررسی رابطۀ بین حمایت سازمانی و مشتری‌مداری کارکنان در ادارات ورزش و جوانان استان گلستان بود. جامعۀ آماری تحقیق 203 نفر از کارکنان ادارات ورزش و جوانان استان گلستان در سال 1393 بود که بر حسب جدول کوکران، 132 نفر به شیوۀ انتخاب تصادفی طبقه‌ای به‌عنوان نمونۀ آماری انتخاب شدند و در نهایت 125 پرسشنامه عودت داده شد. برای جمع‌آوری داده‌های تحقیق از پرسش‌نامه‌های حمایت سازمانی یاواس و باباکوس (2009) و مشتری‌مداری داناوان و همکاران (2004) استفاده شد. ثبات درونی پرسشنامه‌ها توسط آزمون آلفای کرونباخ به‌ترتیب 84/0 و 87/0 به‌دست آمد. برای تجزیه‌وتحلیل داده‌ها از آمار توصیفی و استنباطی استفاده شد. نتایج نشان داد که بین حمایت مدیریت و مشتری‌مداری کارکنان ارتباط مثبت و معنا‌داری وجود دارد. بین آموزش و مشتری‌مداری کارکنان نیز ارتباط مثبت و معنا‌داری مشاهده شد. بین ارائۀ پاداش و مشتری‌مداری کارکنان ارتباط مثبت و معنا‌داری وجود دارد. توانمندسازی کارکنان نیز ارتباط مثبت و معنا‌داری با مشتری‌مداری کارکنان داشت. از بین ابعاد حمایت سازمانی، توانمندسازی کارکنان و ارائۀ پاداش توانایی پیش‌بینی مشتری‌مداری کارکنان را دارند. پیشنهاد می‌شود مدیران ادارات ورزش و جوانان استان گلستان با ایجاد جو حمایتی از کارکنان خود، زمینۀ مشتری‌مداری آنان را فراهم سازند.
کلیدواژه‌ها
عنوان مقاله [English]
The Relationship between Organizational Support and Customer Orientation in Employees of Golestan Sport and Youth Offices
نویسندگان [English]
- Nasser Bay 1
- r s 2
- s m 3
چکیده [English]
The aim of this study was to investigate the relationship between organizational support and customer orientation in employees of Golestan sport and youth offices. The population consisted of employees of Golestan sport and youth offices (N=203) in 2014. Sample size was determined by Cochran Table and stratified random sampling method (n=132). Finally, 125 questionnaires were returned. To collect data, Organizational Support Questionnaire developed by Yavas & Babakus (2009) and Customer Orientation Questionnaire developed by Donavan et al. (2004) were used. Internal consistency of the questionnaires was determined by Cronbach's alpha as 0.84 and 0.87 respectively. Descriptive and inferential statistics were used for data analysis. The findings showed a significant positive relationship between management support and employees’ customer orientation. Also, a significant positive relationship was observed between training and employees’ customer orientation. There was a significant positive relationship between rewarding and employees' customer orientation. Empowerment had a positive significant relationship with employees’ customer orientation. Among dimensions of organizational support, employees’ empowerment and rewarding had the ability to predict their customer orientation. It is recommended that the managers of Golestan Sport and Youth offices should provide a background for employees' customer orientation with a supportive atmosphere.
کلیدواژه‌ها [English]
- customer orientation
- employees’ training
- Golestan province
- Organizational Support
- rewarding
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