دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها957
تعداد مقالات7,898
تعداد مشاهده مقاله13,341,958
تعداد دریافت فایل اصل مقاله9,473,357
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
مراجع
  1. Afchangi, S., Hadavi, S. F., & Ellahi, A. (2013). Prediction of Costumers` Satisfaction and Intention to Revisit by Components of Relationship marketing in Sport Clubs: The Study of Mashhad`s Women Aerobics. Applied Research in Sport Management, 1(4), 63-70. https://arsmb.journals.pnu.ac.ir/article_264.html
  2. Alishiri, B., Fature Bonabi, M. A., & Abdollahi, H. (2012). Study of Impact Factors of Relationship Marketing in Loyalty Customers in Kerman Balan Agency. Economics and Business Research 3(1), 23-31. https://jebr.stb.iau.ir/article_515925.html
  3. Aljaloud, K. S., Abdulsalam, A. M., Aljuhani, O. E., Alshihre, A. G., & Alselaimi, A. A. (2022). The Role of Sports Academies in Developing Saudi Sports from Society’s Perspective. Advances in Physical Education, 12(3), 236-243. https://doi.org/10.4236/ape.2022.123018
  4. Bahrami, S., Kiani, M. S., Nazari, L., & Shahbazpour, L. (2021). The Relationship between Service Quality, Physical Evidence and Customer Satisfaction in Sports Centres. Sports Business Journal, 1(1), 179-191. https://doi.org/10.22051/sbj.2021.37342.1014
  5. Bee, C. C., & Kahie, L. R. (2006). Relationship marketing in sports: A functional approach. Sport Marketing Quarterly, 15(2), 102-110. https://www.semanticscholar.org/paper/ Relationship-marketing-in-sports%3A-a-functional-Bee-Kahle/f2195e521bea28f2ed24dd09bd651d9a7 b6 028d6
  6. Benar, N., Ahmadi, N., & Karimi, F. (2013). Analysis of the problems encountered in female championship sport in Guilan province of Iran. Human Resource Management in Sport, 1(1), 11-25. https://doi.org/10.22044/shm.2013.273
  7. Buhler, A., & Nufer, G. (2012). Relationship marketing in sports. Routledge. https://books.google.ru/ books/about/Relationship_Marketing_in_Sports.html?id=VCSTgmbK5VMC&source=kp_book_description&redir_esc=y
  8. Da Costa, F. R., De Miranda, I. S., & Figueiredo, A. J. (2021). Sport and education: how to develop a proper dual career (Deporte y educación: cómo desarrollar una carrera dual adecuada). Cultura, Ciencia y Deporte, 16(47), 49-58. https://doi.org/10.12800/ccd.v16i47.1674
  9. Darvish, S. (2012). Investigating the effect of customer relationship quality on customer loyalty, according to the relational marketing approach (case study: after-sales service agencies of Saipa Automobile Company). [Master, Payame Noor]. Tehran, Iran. https://www.vira science.com/thesis/578526/
  10. Ganjkhanloo, A., Memari, Z., & Khabiri, M. (2021). Marketing Strategies to developing the Iranian sports industry. Sports Business Journal, 1(2), 95-113. https://doi.org/10.22051/sbj.2022.38 999.1020
  11. Geib, M., Reichold, A., Kolbe, L., & Brenner, W. (2005, January 06). Architecture for Customer Relationship Management Approaches in Financial Services. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, Big Island, Hawaii, United States, https://doi.org/10.1109/HICSS.2005.101
  12. Hosseini, A., Shirkhodaei, M., & Namvar, M. (2020). Investigating the Effects of Affiliate Marketing Tactics on Behavioral Loyalty with the Mediatory Role of Customer Appreciation. Commercial Strategies, 15(11), 54-71. https://doi.org/10.22070/15.11.54
  13. Hunt, S. D., Arnett, D. B., & Madhavaram, S. (2006). The explanatory foundations of relationship marketing theory. Journal of Business & Industrial Marketing, 21(2), 72-87. https://doi.org/10.1108/10610420610651296
  14. Jamshidian, M. (2015). Study of the effect of satisfaction and trust on customers loyalty in service organizations (Case Study: Branches of Melli Bank in City of Arak). JOURNAL OF MARKETING MANAGEMENT 10(28), 15-30. https://www.sid.ir/paper/218943/en
  15. Kalantari, F., & Dolatyari, E. (2018). The Effect of Advertising on Adolescents’ Attraction to Football Schools‌‌ in Zanjan City. Journal of Sport Management, 9(4), 617-634. https://jsm.ut.ac.ir/ article_65854.html
  16. Kotler, P., & Armstrong, G. (2004). Principles of Marketing. Pearson/Prentice Hall. https://books. google.com/books?id=5xKoQgAACAAJ
  17. Memari, Z., Rafei Boldaji, S., & Pouyandekia, M. (2021). How is the Football Schools Franchise Using a Valuable Approach to Revenue-Generating Capacity in Iranian Football Clubs? Sports Business Journal, 1(1), 31-44. https://doi.org/10.22051/sbj.2021.36864.1008
  18. Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
  19. Najaf Zadeh, M. R., Njaf Zadeh, F. L., Rostami, M., & Morseli, J. (2012). Investigating and Identifying some Factors Effective on the Development of Women's Sports Marketing in West Azerbaijan Province. The Journal of Productivity Management, 6(1), 127-144. https://jpm.tabriz.iau.ir/article_519380.html?lang=en
  20. Ng, S., David, M. E., & Dagger, T. S. (2011). Generating positive word‐of‐mouth in the service experience. Managing Service Quality: An International Journal, 21(2), 133-151. https://doi.org/10.1108/09604521111113438
  21. Nikander, J. A. O., Ronkainen, N. J., Korhonen, N., Saarinen, M., & Ryba, T. V. (2022). From athletic talent development to dual career development? A case study in a Finnish high performance sports environment. International Journal of Sport and Exercise Psychology, 20(1), 245-262. https://doi.org/10.1080/1612197X.2020.1854822
  22. Oly Ndubisi, N., & Kok Wah, C. (2005). Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction. International Journal of Bank Marketing, 23(7), 542-557. https://doi.org/10.1108/02652320510629908
  23. Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70(4), 136-153. https://doi.org/10.1509/jmkg.70.4.136
  24. Ranjbarian, B., & Barari, M. (2010). Relationship marketing: an approach to customer satisfaction enhancement. Executive management, 1(36), 63-82. http://jem.journals.umz.ac.ir/article_ 191.html
  25. Saatchian, V., Safari, H. R., Rasooli, S. M., Eskandari, E., & Elahi, A. (2013). The relationship of service quality, customer satisfaction and loyalty with future intention for participation of fitness centers (Case study Rasht Township). Research in Sport Management and Motor Behavior, 3(5), 125-137. http://jrsm.khu.ac.ir/article-1-1765-en.html
  26. Seyed Javadin, S. R., Barari, M., & Saatchian, V. (2014). Relationship Marketing in Sport Industry. Sport Management Studies, 6(23), 15-34. https://smrj.ssrc.ac.ir/article_152.html
  27. Shajarian, B., Nikkhah Takme Dash, Y., & Haji Asgari, S. Y. (2018). Student retention and attraction in Payam Noor universities with the role of relational marketing elements, service quality and student satisfaction. New Applied Studies in Management and Economics, 1(2), 71-91. https://www.sid.ir/paper/523129/fa
  28. Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Lee, J. S. Y., & Chow, R. (2002). The effect of relationship marketing orientation on business performance in a service‐oriented economy. Journal of Services Marketing, 16(7), 656-676. https://doi.org/10.1108/08876040210447360
  29. Stavros, C., Pope, N. K. L., & Winzar, H. (2008). Relationship marketing in Australian professional sport: an extension of the Shani framework. Sport Marketing Quarterly, 17(3), 135-145. https://research-repository.griffith.edu.au/handle/10072/22314
  30. Van Tonder, E., & Petzer, D. J. (2018). The interrelationships between relationship marketing constructs and customer engagement dimensions. The Service Industries Journal, 38(13-14), 948-973. https://doi.org/10.1080/02642069.2018.1425398
آمار
تعداد مشاهده مقاله: 348
تعداد دریافت فایل اصل مقاله: 323


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب