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طراحی مدل‌ معادلات ساختاری تصمیمات رفتاری تماشاگران فوتبال و کیفیت خدمات با تأکید بر کیفیت زیباشناختی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه اراک، اراک، ایران

2 دانشیار، دانشکدة تربیت ‌بدنی و علوم ورزشی، دانشگاه اراک، اراک، ایران

3 دانشیار، دانشکدة تربیت ‌بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

4 دکتری مدیریت ورزشی، دانشکدة تربیت‌ بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

هدف پژوهش، طراحی مدل تصمیمات رفتاری تماشاگران و کیفیت خدمات با تأکید بر کیفیت زیباشناختی است. روش تحقیق توصیفی-همبستگی و از نوع کاربردی است. جامعۀ آماری تماشاگران بازی پرسپولیس-استقلال در نیم‌فصل دوم 1394 بود و نمونۀ آماری براساس جدول مورگان و نمونة در دسترس، 384 نفر شد. برای جمع‌آوری اطلاعات از پرسشنامه و برای تجزیه‌وتحلیل داده‌ها از روش‌های آمار توصیفی و استنباطی در نرم‌افزار SPSS16 و LISREL استفاده شد. نتایج تحقیق نشان داد بین کیفیت خدمات درک‌شده و ابعاد آن (کیفیت عملکردی، فنی و زیباشناختی) بین تماشاگران پرسپولیس و استقلال تفاوت معناداری وجود دارد. همچنین نتایج نشان داد که بیشترین ارتباط بین ابعاد کیفیت خدمات روی رضایت‌مندی تماشاگران مربوط به کیفیت فنی (68/0) و سپس زیباشناختی (61/0) و کیفیت عملکردی (54/0) بود. نتایج نشان داد بین رضایت‌مندی و تصمیمات رفتاری تماشاگران ارتباط مثبت و معنا‌داری وجود دارد (72/0=φ). بنابراین با توجه به نتایج می‌توان گفت مدیران باشگاه‌ها و استادیوم‌ها باید علاوه‌بر کیفیت عملکردی و فنی، به کیفیت زیباشناختی در استادیوم‌ها توجه خاص داشته باشند تا بتوانند تجربه‌ای به‌یادماندنی از حضور در ورزشگاه را برای تماشاگران به ارمغان بیاورند و آنها را به تصمیم‌گیری برای حضور مجدد در ورزشگاه و وفاداری به تیم خود مجاب کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Designing the Model of Football Spectators’ Behavioral Intentions and Service Quality with an Emphasis on Aesthetic Quality

نویسندگان [English]

  • karim zohrevandian 1
  • Esfandyar Khosrevizadeh 2
  • habib honari 3
  • ahmad mahmoudi 4

1 Assistant Professor, Faculty of Physical Education and Sport Sciences, Arak University, Arak, Iran

2 Associate Professor, Faculty of Physical Education and Sport Sciences, Arak University, Arak, Iran

3 Associate Professor, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

4 PhD of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

چکیده [English]

The aim of this study was to design a model of spectators’
behavioral intentions and service quality with an emphasis on
aesthetic quality. Research method was descriptive-correlation and of
applied type.
The statistical population consisted of spectators
of Persepolis-Esteghlal match in the second half season of 2015 and the sample included 384 subjects who were selected by Morgan Table
and convenience sampling method. Data were collected using a questionnaire and for data analysis, descriptive and inferential
statistics were used in SPSS16 and LISREL. Results showed a significant difference in perceived service quality
and its dimensions (functional, technical and aesthetic quality) between Persepolis
and Esteghlal spectators.Also, the results
showed thatmost relationship of service
quality dimensions with spectators’ satisfaction
was related to technical quality (0.68), aesthetic quality (0.61) and functional
quality (0.54). The results showed a significant and positive relationship
between spectators’ satisfaction and behavioral intentions (φ=0.72). With respect to the results, it can be
stated that managers of clubs and stadiums should pay special attention to aesthetic
quality in stadiums in addition to technical and functional quality so that they
can provide a memorable experience of attending stadiums for spectators and convince
them to make decisions to attend the stadiums again and maintain loyalty to
their team.

کلیدواژه‌ها [English]

  • aesthetic quality
  • behavioral intentions
  • football spectators
  • functional quality
  • service quality
  • technical quality
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نشریه مدیریت ورزشی
دوره 11، شماره 3
مهر 1398
صفحه 429-444
فایل ها
سابقه مقاله
  • تاریخ دریافت: 04 آذر 1395
  • تاریخ بازنگری: 10 دی 1398
  • تاریخ پذیرش: 27 آذر 1396
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