نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت ورزشی دانشگاه خوارزمی تهران، تهران، ایران
2 استادیار دانشکده تربیت بدنی دانشگاه خوارزمی تهران، تهران، ایران
3 دانشیار دانشکده تربیت بدنی دانشگاه خوارزمی تهران، تهران، ایران
چکیده
هدف پژوهش بررسی نقش واسطه‌ای ارزش ادراک‌شده در ارتباط بین دانش مشتری با وفاداری مشتریان و کسب مزیت رقابتی باشگاه‌های لیگ برتر فوتبال ایران بود. روش تحقیق، توصیفی از نوع همبستگی و با توجه به هدف از نوع کاربردی است. جامعۀ آماری پژوهش تمام هواداران بالای 18 سال دو تیم پرسپولیس و استقلال خواهد بود که به تماشای مسابقات چه از طریق حضور در ورزشگاه و چه از طریق تلویزیون و اینترنت می‌پردازند. روایی سازة پرسشنامة دانش مشتری به کمک تحلیل عاملی تأیید شد. پایایی پرسشنامه‌های تحقیق با استفاده از ضریب آلفای کرونباخ برای پرسشنامه‌های دانش مشتری، وفاداری، ارزش ادراک‌شده و مزیت رقابتی به‌ترتیب 98/0، 97/0، 93/0، 94/0 به‌دست آمد. بررسی روابط بین متغیرها، نشان‌دهندۀ مناسب و اقتصادی بودن مدل با رابطة غیرمستقیم است که در آن نقش واسطه‌ای ارزش ادراک‌شده مورد تأیید بود. نتایج نشان داد مدل با رابطة غیرمستقیم با دارا بودن میزان AIC کمتری از کارایی بیشتری نسبت به مدل با رابطة مستقیم و بدون در نظر گرفتن نقش واسطه‌ای ارزش ادراک‌شده برخوردار بود، یعنی باشگاه‌هایی که دانش به‌دست‌آمدة مشتریان خود را مدیریت می‌کنند، به ایجاد تعهد و در ادامه برتری رقابتی در میان سایر باشگاه‌ها منجر می‌شوند. از طرفی ارزش ادراک‌شده توسط تماشاچیان ارتباط بین متغیرها را تسهیل می‌کند.
کلیدواژه‌ها
عنوان مقاله [English]
The Mediating Role of Perceived Value in the Relationship of Customer Knowledge with Customer Loyalty and Competitive Advantage in Premier League Football Clubs
نویسندگان [English]
- jamaleddin beyrami igder 1
- hosein akbari yazdi 2
- alireza elahi 3
1 PhD of Sport Management, Kharazmi University, Tehran, Iran
2 Assistant Professor, Faculty of Physical Education, Kharazmi University, Tehran, Iran
3 Associate Professor, Faculty of Physical Education, Kharazmi University, Tehran, Iran
چکیده [English]
The aim of this study was to investigate the mediating role of perceived value in the relationship of customer knowledge with customer loyalty and competitive advantage in Iran premier league football clubs. The research method was descriptive correlation and applied in terms of the aim. The statistical population included all fans (over the age of 18) of Persepolis and Esteghlal teams who watched their matches either through attending the stadium or through the television and the internet. Factor analysis was used to confirm the construct validity of customer knowledge questionnaire. The reliability of the customer knowledge, loyalty, perceived value and competitive advantage questionnaires was obtained using Cronbach's alpha coefficient: 0.98, 0.97, 0.93 and 0.49 respectively. The investigation of the relationships of the variables showed that the model was suitable and economical with indirect relationship in which the mediating role of perceived value was confirmed. The results showed that the model with indirect relationship with lower AIC was more efficient than the model with direct relationship and without the mediating role of perceived value. That is to say the clubs that manage the knowledge of their customers lead to commitment and then competitive advantage in other clubs. On the other hand, the perceived value of the spectators facilitates the relationship of variables.
کلیدواژه‌ها [English]
- competitive advantage
- customer knowledge
- football club
- loyalty
- perceived value
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