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Gharehkhani, Hassan, Izadi, Behzad, Nasiri, Ziba. (1401). Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction. جلوه هنر, 2(2), 201-216. doi: 10.22051/sbj.2022.42289.1064
Hassan Gharehkhani; Behzad Izadi; Ziba Nasiri. "Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction". جلوه هنر, 2, 2, 1401, 201-216. doi: 10.22051/sbj.2022.42289.1064
Gharehkhani, Hassan, Izadi, Behzad, Nasiri, Ziba. (1401). 'Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction', جلوه هنر, 2(2), pp. 201-216. doi: 10.22051/sbj.2022.42289.1064
Gharehkhani, Hassan, Izadi, Behzad, Nasiri, Ziba. Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction. جلوه هنر, 1401; 2(2): 201-216. doi: 10.22051/sbj.2022.42289.1064

Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction

Sports Business Journal
مقاله 12، دوره 2، شماره 2 - شماره پیاپی 4، مهر 2022، صفحه 201-216    اصل مقاله (771.89 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2022.42289.1064
نویسندگان
Hassan Gharehkhani* 1؛ Behzad Izadi2؛ Ziba Nasiri3
1Assistant Professor, Sport Science Department, Faculty of Humanities, University of Zanjan, Zanjan Iran.
2Associate Professor, Sport Science Department, Faculty of Humanities, University of Kurdistan Sanandaj, Iran.
3Sport Management Graduated, Sport Science Department, Faculty of Humanities, University of Kurdistan, Sanandaj, Iran.
چکیده
Purpose: This study aimed to evaluate the effect of the psychological capacity of sports sellers on sales amount and client satisfaction mediated by Client-centred behavior.
Methodology: The research was applied correlational. Iranian leading sports sellers were selected as a sample. Data were collected using the Lussier and Hartmann (2017) questionnaire (reliability 0.7). The PLS Smart software was used to analyse the data.
Findings: The highest correlation was observed between the variables of psychological capacities and customer-oriented behavior (0.835). The lowest correlation was between customer satisfaction and sales performance (0.211). There was a positive and significant relationship (0.79) between psychological capacities and the seller’s client-centered behaviors. Client-oriented behavior effect of sports sellers on sales amount (0.78) and client satisfaction (0.65) was also positive and significant.
Originality: Considering the impact of sports sellers’ customer-oriented behavior on sales and customer satisfaction, it is recommended that sports sellers pay special attention to learning and applying customer-oriented behaviors.
کلیدواژه‌ها
Client-Oriented Behavior؛ Client Satisfaction؛ Psychological Capacities؛ Sales Amount؛ Social Exchange Theory
عنوان مقاله [English]
نقش ظرفیت روانشناختی فروشندگان ورزشی بر میزان فروش و رضایت مشتریان وفادار
نویسندگان [English]
حسن قره خانی1؛ بهزاد ایزدی2؛ زیبا نصیری3
1استادیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران.
2دانشیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران.
3فارغ‌التحصیل مدیریت ورزشی، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران.
چکیده [English]
هدف: این مطالعه با هدف بررسی تأثیر ظرفیت روان‌شناختی فروشندگان محصولات ورزشی بر میزان فروش و رضایت مشتری با میانجی‌گری رفتار مشتری محور انجام شد.
روش: پژوهش از نوع همبستگی کاربردی بود. نمونه‌های تحقیق شامل تمام فروشندگان ورزشی استان زنجان بودند که به‌طور کل‌شمار انتخاب شدند(N= 93). داده‌ها با استفاده از پرسشنامه لوسیه و هارتمن (2017) جمع‌آوری شد (پایایی 0.7). برای تجزیه و تحلیل داده‌ها از نرم افزار PLS Smart استفاده شد.
یافته‌ها: بیشترین همبستگی بین متغیرهای ظرفیت‌های روانشناختی و رفتار مشتری مداری (835/0) مشاهده شد. کمترین همبستگی بین متغیرهای رضایت مشتری و عملکرد فروش (211/0) بود. بین ظرفیت‌های روان‌شناختی و رفتار مشتری‌محور فروشندگان رابطه مثبت و معناداری (79/0) وجود داشت. تأثیر رفتار مشتری مداری فروشندگان ورزشی بر میزان فروش (78/0) و رضایت مشتری (65/0) نیز مثبت و معنادار بود.
اصالت و ابتکار مقاله: این مطالعه به تفاوت مشتریان گاه‌و‌بیگاه و مشتریان وفادار، توجه نموده و از این منظر توصیه نموده تا فروشندگان محصولات ورزشی، با توجه به این تفاوت، برنامه ویژه‌ای برای یادگیری رفتارهای مشتری محور داشته باشند.
کلیدواژه‌ها [English]
‌رضایت مشتریان, رفتار مشتری محور, ظرفیت روانشناختی, ‌میزان فروش, نظریه تبادل اجتماعی
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