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Allahveisi, Arman, Izadi, Behzad, Mansouri, Hossein. (1402). The Effect of Athletes' Experience Quality on the Loyalty to Sports Clubs. جلوه هنر, 3(4), 71-84. doi: 10.22051/sbj.2023.44547.1115
Arman Allahveisi; Behzad Izadi; Hossein Mansouri. "The Effect of Athletes' Experience Quality on the Loyalty to Sports Clubs". جلوه هنر, 3, 4, 1402, 71-84. doi: 10.22051/sbj.2023.44547.1115
Allahveisi, Arman, Izadi, Behzad, Mansouri, Hossein. (1402). 'The Effect of Athletes' Experience Quality on the Loyalty to Sports Clubs', جلوه هنر, 3(4), pp. 71-84. doi: 10.22051/sbj.2023.44547.1115
Allahveisi, Arman, Izadi, Behzad, Mansouri, Hossein. The Effect of Athletes' Experience Quality on the Loyalty to Sports Clubs. جلوه هنر, 1402; 3(4): 71-84. doi: 10.22051/sbj.2023.44547.1115

The Effect of Athletes' Experience Quality on the Loyalty to Sports Clubs

Sports Business Journal
مقاله 4، دوره 3، شماره 4 - شماره پیاپی 8، بهمن 2023، صفحه 71-84    اصل مقاله (1.03 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.44547.1115
نویسندگان
Arman Allahveisi* 1؛ Behzad Izadi2؛ Hossein Mansouri3
1MSc, Department of Physical Education and Sports Sciences University of Kurdistan, Sanandaj, Iran.
2Associate Professor, Sport Science Department, Faculty of Humanities, University of Kurdistan Sanandaj, Iran.
3PhD in Sport Management, Department of Physical Education and Sports Science, University of Kurdistan, Sanandaj, Iran.
چکیده
Purpose: Today, an essential part of sports' duties towards society is the responsibility of the clubs of various sports disciplines. Sports clubs play an indispensable role in developing the health of people in the community and healthily spending their free time. This study investigates the relationship between predictors of experience quality and athlete loyalty. It also evaluates the mediating effect of the quality of athlete experience on the relationship between predictor variables and athlete loyalty.
Methodology: The research method was descriptive-correlation. The statistical population of the research was the athletes of Iran's private clubs, using non-probability sampling and convenience sampling. Data was collected online from 391 athletes in combat sports, bodybuilding, and fitness through Google Forms. 6 hypotheses were proposed and tested using structural equation modeling.
Findings: A significant relationship existed between predictor variables and the athlete experience quality (P<0.05). Also, the experience quality mediates the relationship between predictor variables and athletes' loyalty positively and significantly (P<0.05). The results can help to develop and improve marketing strategies to increase the athletes' experience quality in service centers and sports clubs and create customer experience and management processes. It also has implications for managers of service centers and sports clubs or marketing managers who aim to increase customer loyalty and club effectiveness.
Originality: This study empirically justifies the relationship between predictor variables for the quality of experience and loyalty of athletes in private clubs. This study also provides insight into the relationships between predictor variables, experience quality, and athlete loyalty in an integrated model.
کلیدواژه‌ها
Customer Experience؛ Experience Quality؛ Loyalty؛ Private Sports Clubs؛ Service Outcome Quality
عنوان مقاله [English]
نقش کیفیت تجربه ورزشکاران بر وفاداری به باشگاه‌های ورزشی
نویسندگان [English]
آرمان اله ویسی1؛ بهزاد ایزدی2؛ حسین منصوری3
1کارشناسی ارشد، گروه تربیت‌ بدنی و علوم ورزشی دانشگاه کردستان، سنندج، ایران.
2دانشیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران.
3دکتری مدیریت ورزشی، گروه تربیت‌ بدنی و علوم ورزشی، دانشگاه کردستان، سنندج، ایران.
چکیده [English]
هدف: امروزه بخش مهمی از وظایف ورزش در قبال جامعه بر عهده باشگاه‌های رشته‌های مختلف ورزشی است. باشگاه‌های ورزشی نقش مهمی در ارتقای سلامت افراد جامعه و گذراندن اوقات فراغت به‌روشی سالم دارند. این مطالعه به بررسی رابطه بین پیش‌بینی‌کننده‌های کیفیت تجربه و وفاداری ورزشکار می‌پردازد. همچنین اثر واسطه‌ای کیفیت تجربه ورزشکار را بر رابطه بین متغیرهای پیش‌بینی‌کننده و وفاداری ورزشکار ارزیابی می‌کند.
روش: روش تحقیق توصیفی - همبستگی بود. جامعه آماری پژوهش ورزشکاران باشگاه‌های خصوصی ایران بودند که با استفاده از روش نمونه‌گیری غیراحتمالی و در دسترس، داده‌ها از 391 ورزشکار در رشته‌های رزمی، بدنسازی و آمادگی جسمانی به‌صورت آنلاین از طریق فرم‌های گوگل جمع‌آوری شد. 6 فرضیه با استفاده از مدل‌سازی معادلات ساختاری مطرح و مورد آزمون قرار گرفت.
یافته‌ها: بین متغیرهای پیش‌بینی‌کننده و کیفیت تجربه ورزشکار رابطه معناداری وجود داشت (05/0>P). همچنین کیفیت تجربه رابطه بین متغیرهای پیش‌بینی‌کننده و وفاداری ورزشکاران را به‌صورت مثبت و معنادار میانجی‌گری می‌کند (05/0>P). نتایج می‌تواند به توسعه و بهبود استراتژی‌های بازاریابی برای افزایش کیفیت تجربه ورزشکاران در مراکز خدماتی و باشگاه‌های ورزشی، ایجاد تجربه مشتری و فرآیند مدیریت کمک کند. همچنین برای مدیران مراکز خدماتی و باشگاه‌های ورزشی یا مدیران بازاریابی که هدفشان افزایش وفاداری مشتری و اثربخشی باشگاه است، پیامدهایی دارد.
اصالت و ابتکار مقاله: این مطالعه به‌طور تجربی رابطه بین متغیرهای پیش‌بینی‌کننده کیفیت تجربه و وفاداری ورزشکاران در باشگاه‌های خصوصی را توجیه می­‌کند. این مطالعه همچنین بینشی از روابط بین متغیرهای پیش‌بینی‌کننده، کیفیت تجربه و وفاداری ورزشکار در یک مدل یکپارچه ارائه می‌کند.
کلیدواژه‌ها [English]
تجربه مشتری, کیفیت تجربه, وفاداری, باشگاه‌های ورزشی خصوصی, کیفیت نتیجه خدمات
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