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تأثیر آمیخته بازاریابی دیجیتال بر تمایلات رفتاری مشتریان فروشگاههای ورزشی با نقش واسطه ای کیفیت ارتباط با مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه اراک، اراک

2 گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی و تندرستی ، دانشگاه تهران، تهران، ایران

10.22059/jsm.2023.344654.2976

چکیده

مقدمه: پژوهش حاضر با هدف تعیین تأثیر آمیختۀ بازاریابی دیجیتال بر تمایلات رفتاری مشتریان فروشگاه‌های ورزشی با نقش واسطه‌ای کیفیت ارتباط با مشتری انجام گرفت.
روش پژوهش: روش پژوهش از نظر هدف کاربردی و از نظر جمع‌آوری داده‌ها توصیفی از نوع همبستگی است که از مدلسازی معادلات ساختاری برای بررسی روابط متغیرها استفاده شد. جامعۀ آماری پژوهش شامل مشتریان فروشگاه‌های ورزشی استان مرکزی بود و 443 مشتری به روش نمونه‌گیری هدفمند و در دسترس به‌عنوان نمونۀ آماری انتخاب شدند. ابزار جمع‌آوری داده‌ها شامل پرسشنامۀ محقق‌ساختۀ آمیختۀ بازاریابی دیجیتال، پرسشنامۀ اقتباس‌شدۀ کیفیت ارتباط با مشتری نیادزایو و خواجه‌زاده (2016) و پرسشنامۀ اقتباس‌شدۀ تمایلات رفتاری لین (2006) و کیم و لی (2008) بود که روایی پرسشنامه‌ها توسط صاحب‌نظران و استادان متخصص و روایی سازه با استفاده از تحلیل عاملی تأیید شد. همچنین پایایی ابزار اندازه‌گیری به‌ترتیب با ضریب آلفای کرونباخ 88/0، 96/0 و 95/0 تأیید شد. تجزیه‌وتحلیل داده‌ها به کمک آمار توصیفی و آمار استنباطی و مدلسازی معادلات ساختاری با استفاده از نرم‌افزارهای اس‌پی‌اس‌اس و لیزرل انجام گرفت.
یافته‌ها: نتایج نشان داد آمیختۀ بازاریابی دیجیتال بر تمایلات رفتاری و کیفیت ارتباط با مشتریان فروشگاه‌های ورزشی استان مرکزی تأثیر معنا‌داری دارد؛ همچنین آمیختۀ بازاریابی دیجیتال با نقش واسطه‌ای کیفیت ارتباط با مشتری بر تمایلات رفتاری مشتریان فروشگاه‌های ورزشی استان مرکزی تأثیرگذار بود.
نتیجه‌گیری: با توجه به یافته‌های پژوهش، صاحبان فروشگاه‌ها و کسب‌وکارهای ورزشی می‌توانند به‌منظور بهبود تمایلات رفتاری مشتریان، از تأثیرات مثبت آمیختۀ بازاریابی دیجیتال در کنار استفاده از مزیت‌های کیفیت ارتباط با مشتری برای افزایش توان رقابتی کسب‌وکارشان استفاده کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Digital Marketing Mix on Sporting Stores ’Customers Behavioral Tendencies with the Mediating Role of Customer Relationship Quality

نویسندگان [English]

  • Majid Kavand 1
  • Farnaz Fakhri 1
  • Fariba Askarian 2

1 Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak, Iran

2 Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

چکیده [English]

Introduction: The purpose of this study was to investigate the impact of digital marketing mix on the behavioral tendencies of customers in sports stores in Markazi province with the mediating role of customer relationship quality.
Methods: The research method is applied in terms of purpose and descriptive-correlational in terms of data collection. Structural equation modeling was used to examine the relationships of variables. The statistical population of the study included customers of sports stores in Markazi province and 443 customers were selected as a statistical sample by purposive and available sampling. Data collection tools included a researcher-made digital marketing mix questionnaire; a standard customer relationship quality adapted questionnaire by Niadzaio and Khajehzadeh (2016), and a Behavioral Tendency Questionnaire by Lin (2006) and Kim & Lee (2008). The validity of the questionnaires was confirmed by experts, and the construct validity was confirmed using factor analysis. Also, their reliability was confirmed with Cronbach's alpha coefficient of 0.88, 0.96, and 0.95. Data analysis was performed using descriptive and inferential statistics and structural equation modeling using SPSS and LISREL software.
Results: The results showed that the digital marketing mix has a significant effect on behavioral tendencies and customer relationship quality of sports stores in Markazi province; Also, the digital marketing mix with the mediating role of customer relationship quality was influential on the behavioral tendencies of customers in sports stores in Markazi province.
Conclusion: As a result, it can be said that store and business owners, can use the positive effects of digital marketing mixed to improve the behavioral tendencies of customers, along with using the advantages of the customer relationship quality to increase the competitiveness of their business.

کلیدواژه‌ها [English]

  • Behavioral Tendencies Customer Relationship Quality
  • Digital Marketing Mix
  • Sports Marketing
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نشریه مدیریت ورزشی
دوره 16، شماره 3
مهر 1403
صفحه 116-98
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  • تاریخ دریافت: 28 خرداد 1401
  • تاریخ بازنگری: 10 دی 1401
  • تاریخ پذیرش: 28 دی 1401
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