نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار دانشکدۀ کارآفرینی، دانشگاه تهران، تهران، ایران

2 کارشناس‌ارشد کارآفرینی، دانشگاه تهران، تهران، ایران

چکیده

 
در فضای رقابتی امروز، برند سازوکاری استکه کسب‌وکارها رادررسیدنبهمزیترقابتییاریمی‌کند.داراییبرندکهبه‌عنوان مفهوم و متغیرمهمدربازاریابی ورزشیمطرح است،به‌واسطۀکیفیت خدمات درک‌شده، تصویر شرکت و اعتماد مشتری برایکسب‌وکارهاایجاد می‌شود. هدفاینتحقیقبررسیرابطۀ بین کیفیت خدمات درک‌شده و وفاداری مشتریان با تأکید بر نقش میانجی‌گری تصویر شرکت و اعتماد مشتری در کسب‌وکارهای ورزشی است.روش پژوهش، توصیفی از نوع پیمایشی و جامعۀ آماری تحقیق شامل کسب‌وکارهای فعال صنعت ورزشی استان تهران است. حجم نمونه از بین 270 نفر از کارآفرینان صنعت ورزش مطابق فرمول کوکران 160 نفر برآورد شد. گردآوریداده‌هایکمیپژوهشازطریقتوزیعپرسشنامهبا روش نمونه‌گیری طبقه‌بندی صورتگرفت. برایتجزیه‌وتحلیلداده‌هاوبررسیفرضیه‌هاازروشمدلسازی معادلاتساختاریوروشحداقلمربعاتجزئیاستفادهشدکهبهاینمنظور ازنرم‌افزارآماری 8.5 Lisrel استفاده شد. یافته‌هایتحقیق نشان داد بین کیفیت خدمات درک‌شده و وفاداری مشتری رابطۀ مستقیم و معنادار وجود دارد و تصویر شرکت و اعتماد مشتری رابطۀ بین کیفیت خدمات درک‌شده و وفاداری مشتری را میانجی‌گری می‌کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Relationship between Perceived Service Quality and Customer Loyalty with an Emphasis on the Mediating Role of Business Image and Trust in Sport Businesses

نویسندگان [English]

  • Babak Ziyae 1
  • Mohammad Mahdi Toutifar Tehranpour 2

1

2

چکیده [English]

 
In today's competitive environment, branding is considered as a mechanism to help businesses in order to achieve competitive advantages. Due to perceived service quality, business image and customer trust, branding, as an important concept in the sports marketing, is created for organizations. The aim of this study was to investigate the relationship between perceived service quality and customer loyalty with an emphasis on the mediating role of business image and customer trust in sport businesses. The research methodology was descriptive-survey type. The population consisted of active sport businesses in Tehran province. 160 entrepreneurs were selected from the population of sport entrepreneurs (N=270) using Cochran formula. The quantitative data were collected by distribution of questionnaires and stratified sampling method. To analyze data and test the hypotheses, Structural Equation Modeling (SEM) and Partial Least Squares (PLS) were administered using Lisrel 8.5 software. Findings showed a direct and significant relationship between perceived service quality and customer loyalty. Business image and customer trust mediated the relationship between perceived service quality and customer loyalty.

کلیدواژه‌ها [English]

  • business image
  • Customer Loyalty
  • customer trust
  • perceived service quality
  • sport business
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