نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد دانشکدة تربیت بدنی و علوم ورزشی دانشگاه شهید باهنر کرمان، کرمان، ایران
2 استادیار دانشکدة تربیت بدنی و علوم ورزشی دانشگاه شهید باهنر کرمان، کرمان، ایران
3 دانشیار دانشکدة تربیت بدنی و علوم ورزشی دانشگاه شهید باهنر کرمان، کرمان، ایران
چکیده
با توجه به اهمیّت جایگاه‌سازی برند در توسعة پایدار برندهای ورزشی، هدف کلّی این پژوهش مطالعة نقش نسبی مؤلفه‌های سروکوال در جایگاه-سازی برند تیم‌های فوتبال پرسپولیس و استقلال تهران بوده است. تحقیق حاضر از نظر هدف کاربردی و از نظر ماهیت از نوع تحقیقات توصیفی-همبستگی بوده که به صورت میدانی انجام گرفته است. جامعة آماری این پژوهش شامل تمامی هواداران تیم‌های فوتبال پرسپولیس و استقلال تهران بودند. با استفاد از فرمول کوکران تعداد 394 نفر از هواداران به صورت تصادفی در ورزشگاه آزادی تهران به عنوان نمونة آماری مورد بررسی قرار گرفتند. جمع‌آوری داده‌ها با استفاده از پرسش‌نامه‌های جایگاه‌سازی برند امیدی‌کیا (2012) و کیفیت خدمات میری (2019) انجام گرفت. پایایی ابزار بر اساس آلفای کرونباخ و روایی ابزار با استفاده از روایی صوری، محتوا و روایی سازه تأیید گردید. یافته‌های پژوهش با استفاده از روش مدل‌سازی معادلات ساختاری نشان داد که مؤلفه‌های سروکوال بر جایگاه‌سازی برند تیم‌های پرسپولیس و استقلال تهران تأثیر مثبت و معناداری داشته است. با توجه به یافته‌ها، لازمة توسعة پایدار برند تیم‌های فوتبال استقلال و پرسپولیس تهران، تمرکز بر بهبود سروکوال و مؤلفه-های آن می‌باشد که در نهایت می‌تواند منجر به جایگاه‌سازی و تثبیت جایگاه برند این تیم‌ها در ذهن و قلب هواداران گردد.
واژگان کلیدی: جایگاه‌سازی برند، سروکوال، فوتبال، کیفیت خدمات، هواداران
کلیدواژه‌ها
عنوان مقاله [English]
The Partial Role of SERVQUAL Dimensions in the Brand Positioning of Persepolis and Esteghlal Football Teams
نویسندگان [English]
- Sajjad Miri 1
- Akbar Jaberi 2
- Kourosh Ghahreman Tabrizi 3
1 MS.c in sport management, Faculty of physical education and sport sciences, Shahid Bahonar University of Kerman.
2 Assistant professor, Faculty of physical education and sport sciences, Shahid Bahonar University of Kerman, Kerman, Iran
3 Associate professor, Faculty of physical education and sport sciences, Shahid Bahonar University of Kerman, Kerman, Iran
چکیده [English]
Abstract
According to the importance of brand positioning in the sustainable development of sport brands, the aim of the current study was to study the partial role of SERVQUAL dimensions on the brand positioning of Persepolis and Esteghlal football teams. This field study was a descriptive-correlative research and a practical one. The research population included all the fans of Persepolis and Esteghlal football teams. Based on Cochran's formula, 394 football fans were selected through random sampling in Azadi stadium. Data collection was conducted by using Brand Positioning Questionnaire developed by Omidikia (2012) and Service quality Questionnaire developed by Miri (2019). The reliability of the tools was confirmed based on Cronbach's alpha, and the validity of the research tools were confirmed by conducting face validity, content validity as well as construct validity. The findings of the research by applying structural equation modeling demonstrated that the SERVQUAL dimensions (Tangibles, Reliability, Responsiveness, Assurance and Empathy) had a positive and significant effect on the brand positioning of the Persepolis and Esteghlal football teams. According to the research findings, focusing on improving the SERVQUAL and its dimensions is critical for sustainable development of Persepolis and Esteghlal brands that can ultimately leads to the brand positioning and brand consolidation in the mind and heart of football fans.
Key words
Brand positioning, Fans, Football, Service quality, SERVQUAL.
کلیدواژه‌ها [English]
- Brand positioning
- Fans
- Football
- Service quality
- SERVQUAL
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