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بررسی رابطه و مقایسۀ مهارت‌های ارتباطی مدیران و چرخۀ عمر مشتری در اماکن ورزشی خصوصی و دولتی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت ورزشی، دانشکدۀ تربیت بدنی، دانشگاه تهران، تهران، ایران

2 استاد گروه مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه تهران، تهران، ایران

3 استادیار گروه مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه تهران، تهران، ایران

چکیده

امروزه توجه به رضایت و وفاداری مشتریان از مهم‌ترین عوامل رشد و توسعۀ صاحبان کسب‌وکارهاست که در این میان لزوم توجه به ارتباطات انسانی در امور بازاریابی خدماتی بین فرد ارائه‌کنندۀ خدمات و مشتریان اهمیت فراوانی دارد. هدف پژوهش حاضر بررسی رابطه و مقایسۀ مهارت‌های ارتباطی مدیران و چرخۀ عمر مشتری در اماکن ورزشی خصوصی و دولتی بود. پژوهش از لحاظ هدف کاربردی، براساس روش توصیفی پیمایشی و از نوع همبستگی بود. جامعۀ آماری تمامی مشتریان اماکن ورزشی خصوصی و دولتی استان البرز بودند، که به‌دلیل نامحدود بودن جامعۀ آماری 390 نفر با استفاده از روش نمونه‌گیری خوشه‌ای و در دسترس به‌عنوان نمونه انتخاب شدند. ابزار پژوهش شامل پرسشنامۀ مهارت‌های ارتباطی وکیلی (1391) و چرخۀ عمر مشتری واو و لی (2011) بود. در تجزیه‌وتحلیل استنباطی یافته‌ها به‌دلیل طبیعی بودن داده‌ها از آزمون‌های ضریب همبستگی پیرسون و همچنین برای مقایسۀ بین دو گروه خصوصی و دولتی از آزمون t دو نمونۀ مستقل استفاده شد. نتایج نشان داد که میان تمامی ابعاد مهارت‌های ارتباطی مدیران با چرخۀ عمر مشتری رابطۀ معنا‌دار مثبت وجود دارد، همچنین نتایج آزمون t نشان داد که در تمام ابعاد مهارت‌های ارتباطی و چرخۀ عمر مشتری در بین اماکن ورزشی خصوصی و دولتی برابر نبودند، در نتیجه به مدیران اماکن ورزشی پیشنهاد می‌شود به‌منظور افزایش چرخۀ عمر مشتریان توجه ویژه‌ای به مهارت‌های ارتباطی خود مبذول دارند.

کلیدواژه‌ها

عنوان مقاله [English]

The Relationship and Comparison between Managers Communication Skills and Customer Life-Cycle in public and Private Sports Facilities

نویسندگان [English]

  • Afshar Nooriravesh 1
  • Mahmood Goodarzi 2
  • Amin Dehghan Ghahfarokhi 3

1 Master of Sport Management, Faculty of Physical Education, University of Tehran, Tehran, Iran

2 Professor, Department of Sport Management, Faculty of Physical Education, University of Tehran, Tehran, Iran

3 Assistant Professor, Department of Sport Management, Faculty of Physical Education, University of Tehran, Tehran, Iran

چکیده [English]

Nowadays attention to customer satisfaction and loyalty is one of the most important factors for the growth and development of business owners. Among these, it is important to pay attention to human communication in marketing services between the person providing the service and the customers. The purpose of this research was to study the relationship and comparison between managers' communication skills and customer life-cycle in both public and private sports facilities. This research was based on descriptive correlational survey. Statistical population included all customers of the governmental and private sports facilities in Alborz province. As the statistical population was unlimited, to determine sample size, availability of the samples and cluster sampling method were used. As the result, statistical sample included 390 members. To collect data, a questionnaire of communication skills questionnaire by Vakilli (2012) and a customer life-cycle questionnaire by Wav & Lee (2011) were utilized. For inferential analysis, due to normal data, a Pearson Correlation Coefficient test was used. Also, Two-Sample t-Test was used for independent groups to make a comparison between Public and private sectors. The results of Pearson tests indicated that there's a positive significant relationship between all aspects of communication skills and customer life-cycle of both governmental and private sports facilities but there were not equal in all aspects. Thus, it is suggested to sports facility managers to pay special attention to their communication skills in order to increase the life cycle of their clients.

کلیدواژه‌ها [English]

  • Communication Skills
  • Customer
  • Life-Cycle
  • Managers
  • Sports Facilities
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نشریه مدیریت ورزشی
دوره 13، شماره 3
آبان 1400
صفحه 783-796
فایل ها
سابقه مقاله
  • تاریخ دریافت: 07 خرداد 1398
  • تاریخ بازنگری: 13 مرداد 1398
  • تاریخ پذیرش: 20 مرداد 1398
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