نشریه مدیریت ورزشی

مطالعۀ رابطۀ بین بازارگرایی و کیفیت خدمات ارائه‌شده در سالن‌های بدنسازی شهر کرمانشاه

نوع مقاله : مقاله پژوهشی

نویسندگان

ناصر بای 1
زهرا حاجی انزهائی 2
رضا سلیمانی مقدم 3
محمد نور مهیا 4

1 استادیار گروه تربیت بدنی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران2

2 . استادیار گروه تربیت بدنی، واحد تهران مرکز، دانشگاه آزاد اسلامی،تهران، ایران

3 دانشجوی دکتری مدیریت ورزشی، دانشگاه تهران، ایران

4 دانشجوی کارشناسی‌ارشد، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

https://doi.org/10.22059/jsm.2018.65872
چکیده
هدف این تحقیق، بررسیرابطۀ‌ بین بازارگرایی و کیفیت خدمات ارائه‌شده در سالن‌های بدنسازی شهر کرمانشاه بود. جامعۀ آماری تحقیق کلیۀ مدیران سالن‌های بدنسازی شهر کرمانشاه به تعداد 153 نفر بود که برحسب جدول کوکران، 113 نفر به شیوۀ انتخاب تصادفی ساده به‌عنوان نمونۀ آماری انتخاب شدند و در نهایت 103 پرسشنامه‌ عودت داده شد. برای جمع‌آوری داده‌ها از پرسشنامه‌های بازارگرایی رامایاه و همکاران (2011) و کیفیت خدمات ارائه‌شده لیسر و همکاران (2002) استفاده شد. برای تجزیه‌وتحلیل داده‌ها از آمار توصیفی و استنباطی استفاده شد. نتایج نشان داد که بین مشتری‌گرایی و کیفیت خدمات ارائه‌شده ارتباط معنا‌داری وجود ندارد. بین رقیب‌گرایی و کیفیت خدمات ارائه‌شده ارتباط مثبت و معنا‌داری مشاهده شد. همچنین بین هماهنگی وظایف و کیفیت خدمات ارائه‌شده ارتباط مثبت و معنا‌داری مشاهده شد. از بین ابعاد بازارگرایی، رقیب‌گرایی و هماهنگی بین وظایف، توانایی پیش‌بینی کیفیت خدمات ارائه‌شده را دارند.

کلیدواژه‌ها

بازارگرایی
رقیب‌گرایی
شهر کرمانشاه
کیفیت خدمات
مشتری‌گرایی

عنوان مقاله English

A Study of the Relationship between Market Orientation and Service Quality Provided in Bodybuilding Clubs of Kermanshah City

نویسندگان English

Nasser Bai 1
Zahra Haji Anzehaie 2
Reza Soleymani Moghaddam 3
Mohammad Noor Mohayya 4
1 Assistant Professor, Department of Physical Education, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran
2 . Assistant Professor, Department of Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 Ph.D.Student of Sport Management, University of Tehran, Tehran, Iran
4 MSc Student, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
چکیده English

The aim of this study was to investigate the relationship between market orientation and service quality provided in bodybuilding clubs of Kermanshah city. The population consisted of all managers of bodybuilding clubs of Kermanshah city (N=153). 113 subjects were selected as the sample by simple random sampling method and Cochran Table and finally 103 questionnaires were returned. To collect data, Market Orientation Questionnaire developed by Ramayah et al. (2011) and Provided Service Quality Questionnaire developed by Lassar et al. (2002) were used. Descriptive and inferential statistics were used for data analysis. The findings showed no significant relationship between customer orientation and provided service quality. A positive and significant relationship was observed between competitor orientation and provided service quality. Also, a significant and positive relationship was observed between inter-functional coordination and provided service quality. Among dimensions of market orientation, competitor orientation and inter-functional coordination had the ability to predict provided service quality.

کلیدواژه‌ها English

Competitor orientation
customer orientation
Kermanshah City
market orientation
Service quality
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نشریه مدیریت ورزشی
دوره 9، شماره 4
زمستان 1396
صفحه 649-662

  • تاریخ دریافت 25 اردیبهشت 1397

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