نشریه مدیریت ورزشی

طراحی الگوی بازاریابی ارتباطی در لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

بهزاد ایزدی 1
محمد احسانی 2
هاشم کوزه چیان 2
فرشاد تجاری 3

1 عضو هیئت علمی دانشگاه کردستان

2 دانشگاه تربیت مدرس

3 دانشگاه آزاد اسلامی واحد تهران مرکز

https://doi.org/10.22059/jsm.2019.42316.1036
چکیده
هدف از انجام پژوهش، طراحی الگوی بازاریابی ارتباطی در لیگ برتر فوتبال ایران بود. روش تحقیق از نوع توصیفی- همبستگی بود که به شکل میدانی صورت گرفته است. اطلاعات لازم از طریق مصاحبه با افراد متخصص در زمینه ارتباط با هواداران، مشاهده، بررسی ادبیات نظری و پرسشنامه گردآوری شد. جامعة آماری این تحقیق شامل هواداران فوتبال بالاتر از شانزده سال بودند. از بین 674 پرسشنامه گردآوری شده تعداد 527 نفر بنا به تعریف عملیاتی هوادار که میانگین حضورشان بالاتر از 8 بازی در یک فصل برای تیم مورد علاقه آنها بود به عنوان نمونه آماری انتخاب شدند. از مدل سازی معادلات ساختاری جهت طراحی مدل استفاده گردید. نتایج نشان داد که مدیریت ارتباط با هواداران بر روی ارتقای کیفیت ارتباط اثر معناداری دارد. همچنین برآیند شاخصهای برازش داده‌ها و ضرایب رگرسیونی نشان داد که تأثیر مؤلفه مدیریت ارتباط با هواداران بر روی ارزش عمر هوادار منوط به حضور متغیر کیفیت ارتباط با هواداران می‌باشد. نتایج پژوهش نشان داد که پیامدهای بکارگیری بازاریابی ارتباطی در لیگ برتر فوتبال ایران شامل بهبود رفتارهای مصرفی از جانب هواداران مانند کمیت مصرف، تبلیغ شفاهی، پی‌گیری رسانه و حضور مجدد در بازیهای آینده تیم‌های فوتبال می‌باشد.

کلیدواژه‌ها

بازاریابی ارتباطی
کیفیت ارتباط
دوره عمر
هوادار
باشگاه ورزشی

عنوان مقاله English

Design of Relationship Marketing Model for Premier Football league in Iran

نویسندگان English

behzad izadi 1
mohammad ehsani 2
hashem koozechian 2
farshad tojari 3
2 tarbiat modares university
چکیده English

The purpose of this research was to design of Relationship Marketing Model in the Iranian premier Football league. The research method was descriptive and survey that the necessary data were gathered through interviews with relevant experts in the field with the fans, observation, review the relevant theoretical literature and researcher-made questionnaire. The statistical population was consisted the upper of sixteen years of football fans in the Iranian premier football league. The number of 527 questionnaire were selected from gathered 674 questionnaires based on research fans definition that attendance average of them was above of 8 games in a season for their teams favorite. Structural equation models (SEM) and were used to analyze the data. Results indicate that fan relationship management effects positively and significantly on relationship quality in the Iranian premier football league clubs. Also, data fitting indices and significant regression coefficients showed that the impact of fan relationship management on the fan lifetime value depends on the relationship quality with fans in the Iranian premier football league clubs. Improving relationship quality eventually lead to increase fan lifetime value that has behavioral issues such as consumption quantity, word of mouth, media usage and re-attend by fans.

کلیدواژه‌ها English

Fan
Fan Lifetime Value
Relationship marketing
Relationship quality
Sport Club
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نشریه مدیریت ورزشی
دوره 11، شماره 1
بهار 1398
صفحه 15-29

  • تاریخ دریافت 09 بهمن 1392
  • تاریخ بازنگری 26 خرداد 1398
  • تاریخ پذیرش 10 اردیبهشت 1393

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