نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
2 دانشیار مدیریت ورزشی، دانشگاه مازندران، بابلسر، ایران
چکیده
هدف اصلی از پژوهش حاضر تبیین مدل تاثیر عناصر امیخته بازاریابی بر میزان رضایت و حضور مجدد هواداران باشگاه‌های پرطرفدار تهرانی لیگ حرفه‌ای فوتبال بود. پژوهش حاضر از نظر هدف کاربردی و از نظر گرداوری داده‌ها توصیفی- پیمایشی بود. جامعه اماری پژوهش شامل کلیه هوادارن یکی از بازی‌های تیم‌های پر طرفدار تهرانی حاضر در لیگ برتر (استقلال، پرسپولیس) در فصل 95-94 که بلیط تهیه کرده و به ورزشگاه رفته اند بود، که برحسب تعداد سوالات پرسشنامه (31سوال) تعداد 310 نفر به عنوان نمونه اماری در نظر گرفته شد. با بررسی پیشینه پژوهش، مدل اولیه پژوهش طراحی شده و بر اساس آن پرسشنامه‌ای ساخته شد و روایی ان توسط جمعی از صاحبنظران دانشگاهی و از طریق تکنیک تحلیل عاملی مورد تایید قرار گرفت و پس از تعیین پایایی در اختیار جامعه آماری قرار گرفت. برای تحلیل داده‌ها از ضریب همبستگی و روش مدلسازی معادلات ساختاری استفاده شد. نتایج نشان داد که امیخته بازاریابی دارای ضریب اثر 56/0 بر حضور مجدد هواداران و ضریب اثر 51/0 بر رضایتمندی هواداران است. همچنین ضریب اثر رضایتمندی بر حضور مجدد هواداران 63/0 به دست امد. مدل ارائه شده در این پژوهش تاثیر عناصر امیخته بازاریابی از طریق رضایتمندی را بر حضور مجدد هواداران تایید کرد.
کلیدواژه‌ها
عنوان مقاله [English]
Explaining the Model of the Effect of Marketing Mix Elements on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football League
نویسندگان [English]
- Masoud Freydoni 1
- - Masomeh Kalateh Seifari 2
1 Ph.D. Student of Sport Management, University of Mazandaran, Babolsar, Iran
2 Associate Professor of Sport Management, University of Mazandaran, Babolsar, Iran
چکیده [English]
The aim of this study was to explain the model of the effect of marketing mix elements on fans’ satisfaction and re-attendance in Tehran popular clubs of professional football league. The current study was application in terms of aim and descriptive-survey in terms of data collection. The population included all fans who had bought tickets for one of Persepolis-Esteghlal games in 2015-2016 season and attended the stadium. According to the number of items in the questionnaire, 310 subjects were considered as the sample. After the literature review, the primary model of the study was designed, a questionnaire was made based on this model and its validity was confirmed by some academic experts using factor analysis technique. After the reliability was determined, the questionnaire was distributed among the statistical population. For data analysis, correlation coefficient and SEM method were used. The results showed that marketing mix had effect coefficient (0.44) on fans’ re-attendance and effect coefficient (0.69) on fans’ satisfaction. Also, satisfaction effect coefficient was 0.58 on fans’ re-attendance. So, sport club managers should consider marketing mix and should promote marketing mix elements; and they should try to enhance fans’ satisfaction more and reinforce their loyalty and re-attendance
کلیدواژه‌ها [English]
- Fans’ satisfaction
- Marketing Mix
- professional league
- re-attendance
- Sport Marketing
- Homburg, C. Giering, A. (2001). “Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—an empirical analysis”. Psychology and Marketing. 18(1). Pp:43-66.
- Park, Y. Kun-Nyeong, C. (2009). “Individual and group behavior-based customer profile model for personalized product recommendation”. Expert Systems with Applications. 36 (2). Pp: 1932–1939.
- Zeithaml, V. A. (1998). “Consumer's perceptions of price quality and value: a means-end model and synthesis of evidence”. Journal of Marketing. 77. PP: 203-220.
- Banasiewicz, A. (2002). “Loyalty Program Planning and Analytics”. Journal of Consumer Marketing. 22 (6). Pp: 332-339.
- kandampully, J. Suhartanto, D. (2000). “Customer loyalty in the hotel industry: The role of customer satisfaction and image”. International Journal of contemporary Hospitality Management.12(6). PP: 87-110.
- Sumino, M. Harada, M. (2004). “Affective experience of I League fans: the relationship between affective experience, team loyalty and intention to attend”. Managing Leisure. 9. PP: 181-192.
- Trail, G.T. Fink, S. Anderson, D. (2003). “Sport spectator consumption behavior”. Journal of Sport Marketing Quarterly. 12. Pp:8–17.
- Rampersad, H. (2001). "75painful question about you customer satisfaction". the TQM magazine. 13 (5). PP: 341-347.
- Weij’are, H. O’Reilly, N. Kaptan, A. Nadeaii. (2008). “If you can‘t win, it’hv should I Buy a ticket?” International Journal of Sport Finance. 3. Pp: 106- 118.
- Wakefield, K.L. Sloan, F. (1995). “The effects of team loyalty and selected stadium factors on spectator attendance “. Journal of Sport Management. 9. PP: 153-72.
- Devlin, J. & Ennew, C. (1997). “Understanding competitive advantage in retail financial services”. International Journal of Bank Marketing. 15(3). Pp: 73-82.
- Payne, A. Frow, P. (2005). "A strategic framework for customer relationship management." Journal of Marketing. Pp: 167-176.
- Kevin, W. (2015). “Marketing Mix and Purchasing Behavior for Community Products at Traditional Markets”. Procedia - Social and Behavioral Sciences. 197. pp: 2080-2085.
- Retno, A. Rizky, L. Ramadhan, S. Galuh, D. Paramita, W. (2015). “Marketing Strategy Based on Marketing Mix Influence on Purchasing Decisions of Malang Apples Consumers at Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia”. Agriculture and Agricultural Science Procedia, 3. Pp: 67-71.
- Cindy, L. Didier, L. (2014). “A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)”. Journal of Retailing and Consumer Services. 21 (4). Pp: 630-642.
- Yu-Qian, Zh. Houn-Gee, C. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons. 58 (3). Pp: 335-345.
- Gi-Yong, K. Adam, L. Jiho, K. (2014). “The Role of Sport Team-Public Relationships in Strengthening Team Identification”. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. pp: 12-15.
- Caitlin, M. Jim, P. Robert, J. (2015). “The Relationship of Fans’ Sports-Team Identification and Facebook Usage to Purchase of Team Products”. Journal of Sports Media. 10(1). Pp: 31-49.
- Apollos, P. Oghuma, C. Fernando, L.-S. Siew, F. W. Younghoon, C. (2016). “An expectation-confirmation model of continuance intention to use mobile instant messaging”. Telematics and Informatics. 33(1). Pp: 34–47.
- Gong, Bo. Pifer, N. D. Wang, J. Kim, M. Kim, M. Qian, T. Y. Zhang, J. (2015). “Fans' Attention to, Involvement in, and Satisfaction with Professional Soccer in China”. Social Behavior and Personality: an international journal. 43 (10). Pp:1667-1682.
- Agnieszka, R. (2015). “Brand and corporate image of a sport organisation as a factor of building loyalty on example of rock climbing in Poland”. International Journal of Innovation and Learning. 17(2). Pp:77-94.
- memari, z., khabiri, m., hamidi, m., kazem nejad, a., yadolahi, j. (2009). “modeling and studying the effectiveness of 4-factor marketing mix model in Iran sport service industry”. journal of sport management, 1(2), 133-280. (in Persian)
- kouzechian, H., ehsani, M. (2010). “the evaluation of marketing mix factor (7p) in Iran football premier league from physical education organization and football federation managers' viewpoints”. Journal of Sport Management, 2(5), 5-23. (IN Persian)
)