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شناسایی عوامل مؤثر بر شعف مشتریان باشگاه‌های ورزشی زنان

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت ورزشی، دانشکدۀ علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران

چکیده

مقدمه: هدف پژوهش حاضر بررسی عوامل مؤثر بر شعف مشتریان باشگاه‌های ورزشی زنان بود. شعف مشتری تنها می‌تواند با فراتر رفتن از انتظارات عادی در عملکرد یک محصول یا در تحویل خدمات به‌دست آید، به‌عبارتی داشتن عملکرد عادی نمی‌تواند سبب شعف مشتریان شود و زمانی‌که این انتظارات در سطوح بالاتری از خواستۀ فرد برآورده شود، سبب شعف مشتریان و پیوند عاطفی طولانی‌تر با آنان می‌شود.
 روش‌شناسی: روش پژوهش حاضر کیفی و رویکرد پژوهش به‌صورت استقرایی و با دیدگاه نظام‌مند استراوس و کوربین انجام شد. مشارکت‌کنندگان پژوهش شامل مربیان و ورزشکاران حرفه‌ای که به‌صورت منظم و به مدت حداقل پنج سال از باشگاه‌های ورزشی زنان استفاده می‌کنند و در این زمینه دارای تجربۀ زیستۀ کافی بودند. ملاک تعیین تعداد نمونه اشباع نظری یافته‌ها بود. روش نمونه‌گیری به‌صورت هدفمند بود و در نهایت با 19 نفر مصاحبه انجام شد. در مجموع تعداد 73 کد باز، 17 کد محوری و 7 کد گزینشی شناسایی شدند و مجموع فراوانی‌ها برای همۀ طبقات 88 بود. برای تجزیه‌وتحلیل داده‌ها از روش کدگذاری در سه مرحلۀ کدگذاری باز، محوری و انتخابی دیدگاه نظام‌مند استراوس و کوربین که دارای رویکرد استقرایی و پارادایم تفسیری است استفاده شد. به‌منظور دسته‌بندی داده‌های تحقیق از نرم‌افزار ان ویوو نسخۀ 10 استفاده شد.
 یافته‌ها: یافته‌های پژوهش نشان داد که با توجه به مراحل کدگذاری، شرایط علی (امکانات و تجهیزات)، شرایط زمینه‌ای (تصویر باشگاه)، شرایط مداخله‌گر (تبعیض جنسیتی)، راهبردها (بودجۀ مطلوب) و پیامدها (سلامت جامعه)، به‌عنوان عوامل اصلی با توجه به ارجاعات و منابع انتخاب شدند.
نتیجه‌گیری: امروزه مصرف‌کنندگان تنها بر اساس کیفیت عملکرد و منافع محصول قضاوت نمی‌کنند. آنها خواهان محصولات و فعالیت‌های بازاریابی هستند که با توجه به سبک زندگی احساسات و ذهن آنها را تحریک کند، یعنی در کنار معیارهای عقلایی معیارهای هیجانی و عاطفی را در برگیرد و با ارائۀ یک تجربۀ لذت‌بخش در قبل حین و بعد از خرید و ارضای خواسته‌ها و انتظارات مشتری موفقیت خود را می‌توان تضمین کرد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying Factors Affecting the Delight of Customers of Women's Sports Clubs

نویسندگان [English]

  • Sardar Mohammadi
  • Farid Ganji
  • Aniseh Alavi

Department of sport management, Faculty of Social and Humanity Sciences, University of Kurdistan, Sanandaj, Iran.

چکیده [English]

Introduction: The purpose of this study was the factors affecting the delight of women's sports club customers. Customer delight can only be achieved by exceeding normal expectations in the performance of a product or in the delivery of services, in other words, having normal performance cannot cause customer delight, and when these expectations are met at higher levels than the individual's desire, it causes The customers will be happy and the emotional bond with them will be longer.
 Methods: The current research method was qualitative and the research approach was done inductively and with the systematic view of Strauss and Corbin. The research participants include coaches and professional athletes who regularly use women's sports clubs for at least 5 years and have enough experience in this field. The criterion for determining the number of samples was the theoretical saturation of the findings. The sampling method was purposeful and finally, 19 people were interviewed. In total, 73 open codes, 17 central codes, and 7 selective codes were identified, and the total number of frequencies for all classes was 88. To analyze the data, the coding method was used in three stages of open, central and selective coding of Nizamand Strauss and Corbin's perspective, which has an inductive approach and an interpretive paradigm. In order to categorize the research data, Nvivo version 10 software was used.
Results: The findings of the research showed that according to the coding steps, causal conditions (facilities and equipment), background conditions (image of the club), intervening conditions (gender discrimination), strategies (optimal budget) and consequences. (community health), were selected as the main factors according to references and sources.
Conclusion: Today's consumers do not judge only based on the quality of the product's performance and benefits Rational criteria include emotional and emotional criteria Go back and by providing a pleasant experience before and after the purchase and by satisfying the wishes and expectations of the customer, you can guarantee your success.
 

کلیدواژه‌ها [English]

  • Customer Delight
  • Sports Club
  • Women's Sports
  • Grounded theory
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نشریه مدیریت ورزشی
دوره 17، شماره 4
دی 1404
صفحه 77-61
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  • تاریخ دریافت: 08 بهمن 1402
  • تاریخ بازنگری: 07 مرداد 1403
  • تاریخ پذیرش: 08 مرداد 1403
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