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Ghasemizsdeh Nugh, Mina, Jaberi, Akbar, Sharifian, Esmaeil. (1401). The Partial Role of Marketing Dimensions in Attracting Females to Football Academies (Case Study: Female Football Academies in Kerman). جلوه هنر, 2(2), 183-199. doi: 10.22051/sbj.2022.41926.1055
Mina Ghasemizsdeh Nugh; Akbar Jaberi; Esmaeil Sharifian. "The Partial Role of Marketing Dimensions in Attracting Females to Football Academies (Case Study: Female Football Academies in Kerman)". جلوه هنر, 2, 2, 1401, 183-199. doi: 10.22051/sbj.2022.41926.1055
Ghasemizsdeh Nugh, Mina, Jaberi, Akbar, Sharifian, Esmaeil. (1401). 'The Partial Role of Marketing Dimensions in Attracting Females to Football Academies (Case Study: Female Football Academies in Kerman)', جلوه هنر, 2(2), pp. 183-199. doi: 10.22051/sbj.2022.41926.1055
Ghasemizsdeh Nugh, Mina, Jaberi, Akbar, Sharifian, Esmaeil. The Partial Role of Marketing Dimensions in Attracting Females to Football Academies (Case Study: Female Football Academies in Kerman). جلوه هنر, 1401; 2(2): 183-199. doi: 10.22051/sbj.2022.41926.1055

The Partial Role of Marketing Dimensions in Attracting Females to Football Academies (Case Study: Female Football Academies in Kerman)

Sports Business Journal
مقاله 11، دوره 2، شماره 2 - شماره پیاپی 4، مهر 2022، صفحه 183-199    اصل مقاله (734.13 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2022.41926.1055
نویسندگان
Mina Ghasemizsdeh Nugh1؛ Akbar Jaberi* 2؛ Esmaeil Sharifian3
1Msc in Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.
2Assistant Professor in Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.
3Associate Professor in Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.
چکیده
Purpose: Because of the importance of attracting females to football academies and the prosperity of academies in the sustainable development of female sport, the current study aimed to study the partial role of relationship marketing dimensions in attracting females to football academies in Kerman.
Methodology: This field study was descriptive-survey research and a practical one. The research population included all the females in football academies in Kerman, and 150 females were studied through total sampling. Data was collected using a researcher developed scale for measuring Relationship Marketing components as well as attracting customer questionnaire developed by Geib et al. (2005). The reliability of the tools was confirmed based on Cronbach's alpha, and the validity of the research tools was confirmed by conducting face validity, content validity, and construct validity.
Finding: The research findings, by applying structural equation modeling, demonstrated that the relationship marketing dimensions, including Trust, Commitment, Communication, Conflict management, Loyalty, and Quality, have a positive and significant effect on attracting females to football academies in Kerman. According to the research finding, focusing on relationship marketing and its dimensions can attract females to football academies, which could ultimately lead to a boom.
Originality: This research is one of the few studies conducted in attracting women to football academies, emphasizing the role of relational marketing that can effectively develop women's football and the prosperity of football academies.
کلیدواژه‌ها
Communication؛ Females؛ Loyalty؛ Quality؛ Relationship Marketing
عنوان مقاله [English]
نقش نسبی مؤلفه‌های بازاریابی رابطه‌مند در جذب بانوان به آکادمی‌های فوتبال (مطالعه موردی: آکادمی‌های فوتبال بانوان استان کرمان)
نویسندگان [English]
ملینا قاسمی‌زاده نوق1؛ اکبر جابری2؛ اسماعیل شریفیان3
1کارشناسی ارشد مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران.
2استادیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران.
3دانشیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران.
چکیده [English]
هدف: با توجه به اهمیّت جذب بانوان به آکادمی‌های فوتبال و همچنین رونق آکادمی‌ها در راستای توسعه پایدار ورزش بانوان، هدف کلّی این پژوهش مطالعه نقش نسبی مؤلفه‌های بازاریابی رابطه‌مند در جذب بانوان به آکادمی‌های فوتبال استان کرمان بود.
روش: تحقیق حاضر از نظر هدف کاربردی و از نظر ماهیت از نوع تحقیقات توصیفی-پیمایشی بود که به صورت میدانی انجام گرفت. جامعه آماری این پژوهش شامل تمامی بانوان در آکادمی‌های فوتبال استان کرمان بودند که با استفاده از روش نمونه‌گیری تمام شمار تعداد 150 نفر به عنوان نمونه آماری مورد مطالعه قرار گرفتند. اندازه‌گیری مؤلفه‌های بازاریابی رابطه‌مند با پرسشنامه محقق ساخته و اندازه‌گیری جذب بانوان به آکادمی‌های فوتبال با اقتباس از پرسشنامه گیب و همکاران (2005) انجام گرفت. پایایی ابزار بر اساس آلفای کرونباخ و روایی ابزار با استفاده از روایی صوری، محتوا و روایی سازه تأیید گردید.
یافته‌ها: یافته‌های پژوهش نشان داد که مؤلفه‌های بازاریابی رابطه‌مند (اعتماد، تعهد، ارتباطات، مدیریت تعارض، وفاداری، و کیفیت) بر جذب بانوان به آکادمی‌های فوتبال تأثیر مثبت و معناداری داشته‌اند. با توجه به یافته‌ها، تمرکز بر بازاریابی رابطه‌مند و مؤلفه‌های آن می‌تواند زمینه لازم را در جهت جذب بیشتر بانوان به آکادمی‌های فوتبال و در نتیجه رونق این مراکز فراهم نماید.
اصالت و ابتکار مقاله: این پژوهش از معدود پژوهش‌هایی محسوب می‌شود که در حوزه جذب بانوان به آکادمی‌های فوتبال با تأکید بر نقش بازاریابی رابطه‌مند انجام گرفته است و می‌تواند در توسعه فوتبال زنان و رونق آکادمی‌های فوتبال تأثیرگذار باشد.
کلیدواژه‌ها [English]
ارتباطات, بازاریابی رابطه‌مند, زنان, کیفیت, وفاداری
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آمار
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