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طراحی الگوی کیفیت خدمات در باشگاه های لیگ برتر فوتبال ایران ( مطالعه موردی : باشگاه ذوب آهن و سپاهان)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت ورزشی، واحد قزوین ،دانشگاه آزاد اسلامی، قزوین، ایران

2 استادیار گروه مدیریت ورزشی دانشکدۀ مدیریت و حسابداری، دانشگاه آزاد اسلامی، قزوین، ایران

3 استاد گروه مدیریت ورزشی دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه گیلان،گیلان، ایران

چکیده

هدف این پژوهش بررسی ابعادکیفیت خدمات درباشگاههای لیگ برتر فوتبال ایران و ارائه الگوی مناسب بود . روش پژوهش توصیفی و از نوع همبستگی و به شکل میدانی اجرا شد. جامعه آماری از تماشاگران تعداد360 نفر به عنوان نمونه و به روش تصادفی - غیر احتمالی انتخاب شدند . برای گردآوری اطلاعات از پرسشنامه خدمات؛ کرونین و تیلور (1994)، پاراسورامان و همکاران (1998)،یوشیدا و جیمز (2011)، پرسشنامه سرگرمی راست و همکاران (2004)، پرسشنامه هویت تیمی ساتون و همکاران (1997)و پرسشنامه راحتی کاهل و مادریگال (2003)استفاده گردید . به منظور تجزیه و تحلیل ویژگی های جمعیت شناختی از آمار توصیفی و برای تحلیل داده ها از مدل معادلات ساختاری از طریق نرم افزار آموس و از آزمون کلموگروف-اسمیرنوف، ضریب همبستگی پیرسون و رگرسیون چند متغیره نیز در بخش آمار استنباطی استفاده شد . نتایج نشان داد که بین جوبازی و کیفیت زیبایی؛ تجربه جمعیت و کیفیت زیبایی؛ عملکردبازیکنان تیم و کیفیت فنی؛ ویژگیهای بازیکنان تیم حریف و کیفیت فنی؛ کارکنان خدمت رسان و کیفیت عملکردی؛ دسترسی به تسهیلات و کیفیت عملکردی؛ جایگاه تماشاگران و کیفیت عملکردی؛ کیفیت زیبایی شناختی و بعدتفریح وسرگرمی؛ کیفیت فنی و هویت تیمی و در نهایت میان کیفیت عملکردی و راحتی تماشاگران رابطه معناداری وجود دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Developing a Service Quality Model in Iran Premier League Football Clubs (Case Study: Zob-e-Ahan and Sepahan Clubs)

نویسندگان [English]

  • Sara Memarian 1
  • mahdi naderi nasab 2
  • Mehrali Hemmati nezhadTouli 3

1 PhD Student Department of Sport Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Assistant Professor, Department of Sport Management, Faculty of Management and Accounting, Islamic Azad University, Qazvin, Iran

3 Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Guilan, Iran

چکیده [English]

The aim of this study was to investigate the dimensions of service quality in Iran football premier league clubs and to provide a suitable model. The research method was descriptive and correlational which was conducted as a field. The statistical population consisted of spectators of Zob-e-Ahan and Sepahan clubs in Iran football premier league and 360 subjects were selected as the sample by random non-probability sampling method. To collect data, the service questionnaire by Cronin and Taylor (1994), Parasuraman et al. (1998), Yoshida and James (2011), Rust et al. entertainment questionnaire (2004), Satun et al. team identity questionnaire (1997), and Kahle and Madrigal comfort questionnaire (2003) were used. Descriptive statistics were used to analyze the demographic characteristics and to analyze the data, the structural equation modeling was used by Lisrel software. The Kolmogorov-Smirnov test, Pearson correlation coefficient and multivariate regression were also used in the inferential statistics. The findings showed a significant relationship between play atmosphere and aesthetic quality, population experience and aesthetic quality, team performance and technical quality, features of players in the opponent team and technical quality, service staff and quality of performance, access to facilities and quality of performance, spectators positions and quality of performance, aesthetic quality and entertainment dimension, technical quality and team identity and finally between quality of performance and the comfort of spectators.

کلیدواژه‌ها [English]

  • clubs
  • football premier league
  • quality of performance
  • service quality
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نشریه مدیریت ورزشی
دوره 12، شماره 2
تیر 1399
صفحه 479-499
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سابقه مقاله
  • تاریخ دریافت: 26 اردیبهشت 1398
  • تاریخ بازنگری: 02 مهر 1399
  • تاریخ پذیرش: 27 شهریور 1398
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