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Rajabi Asli, Mahrokh, Khodamoradpoor, Mozhgan, Yektayar, Mozafar, Hosaini, Rashad. (1402). Key Propelling of Customer Lifetime Value in Iranian Sports Clubs. جلوه هنر, 3(2), 49-69. doi: 10.22051/sbj.2023.42344.1066
Mahrokh Rajabi Asli; Mozhgan Khodamoradpoor; Mozafar Yektayar; Rashad Hosaini. "Key Propelling of Customer Lifetime Value in Iranian Sports Clubs". جلوه هنر, 3, 2, 1402, 49-69. doi: 10.22051/sbj.2023.42344.1066
Rajabi Asli, Mahrokh, Khodamoradpoor, Mozhgan, Yektayar, Mozafar, Hosaini, Rashad. (1402). 'Key Propelling of Customer Lifetime Value in Iranian Sports Clubs', جلوه هنر, 3(2), pp. 49-69. doi: 10.22051/sbj.2023.42344.1066
Rajabi Asli, Mahrokh, Khodamoradpoor, Mozhgan, Yektayar, Mozafar, Hosaini, Rashad. Key Propelling of Customer Lifetime Value in Iranian Sports Clubs. جلوه هنر, 1402; 3(2): 49-69. doi: 10.22051/sbj.2023.42344.1066

Key Propelling of Customer Lifetime Value in Iranian Sports Clubs

Sports Business Journal
دوره 3، شماره 2 - شماره پیاپی 6، مرداد 2023، صفحه 49-69    اصل مقاله (907.75 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.42344.1066
نویسندگان
Mahrokh Rajabi Asli1؛ Mozhgan Khodamoradpoor2؛ Mozafar Yektayar* 3؛ Rashad Hosaini4
1PhD Student in Physical Education and Sport Science Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
2Assistant Professor in Physical Education and Sport Science Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
3Associate Professor in Physical Education and Sport Science Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
4Assistant Professor, Faculty of Electrical and Computer Engineering, University of Tehran, Tehran, Iran.
چکیده
Purpose: The current research was conducted to identify the key Propelling of customer lifetime value in sports clubs of Iran.
Methodology: This research is practical in terms of purpose and mixed in nature and method. The research was conducted in two parts, qualitative and quantitative. The sample in the qualitative section consisted of 16 sports experts and 413 sports managers of sports clubs in the quantitative section. The sample selection in the qualitative part was targeted with a snowball approach, and the data was collected with semi-structured interviews. In the quantitative section, the sample size was selected from the stratified random cluster sampling method, and a questionnaire output collected the data from the qualitative part. Collecting the data was done by the Delphi method, and structural equation Modelling was used to confirm the model. Statistical analyses were performed with SPSS 25 and Amos 26.
Findings: The results show that the key Propelling of customer lifetime value includes hardware, software, financial, strategic, social, motivational, behavioral, process, and executive factors.
Originality: Few studies have been conducted on customer lifetime value in sports. This paper is the internal research that identifies critical Propelling that affects customer lifetime value in sports clubs. Also, the results of this research show that the attention of sports managers to the nine identified factors effectively increases the lifetime value of sports customers. In line with the results, it is suggested that managers, by considering the components of motivational, executive, and behavioral factors in customer satisfaction and loyalty, improve their trust and confidence, and by considering strategic and financial factors, the ability to predict. They got the future status of the customers.
کلیدواژه‌ها
Customer Lifetime Value؛ Confidence؛ Customer Behavior؛ Customer Satisfaction؛ Loyalty
عنوان مقاله [English]
پیشران‌های کلیدی ارزش طول عمر مشتریان باشگاه‌های ورزشی ایران
نویسندگان [English]
ماهرخ رجبی اصلی1؛ مژگان خدامرادپور2؛ مظفر یکتایار3؛ رشاد حسینی4
1دانشجوی دکتری، گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران.
2استادیار گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران.
3دانشیار گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران.
4استادیار، دانشکده مهندسی برق و کامپیوتر، دانشگاه تهران، تهران، ایران.
چکیده [English]
هدف: پژوهش حاضر با هدف شناسایی پیشران‌های کلیدی ارزش طول عمر مشتری در باشگاه‌های ورزشی ایران تدوین شده است.
روش: روش پژوهش به لحاظ هدف، کاربردی و از منظر ماهیت و روش، آمیخته است. تعداد ۱۶ نفر برای انجام مصاحبه‌های عمیق  نیمه ساختار یافته و با رویکرد گلوله برفی انتخاب شدند. در مرحله کمی، از روش نمونه‌گیری خوشه‌ای استفاده و تعداد 413 نفر مشارکت داشتند. جمع‌آوری داده‌ها  به‌روش دلفی و به‌منظور تایید مدل از مدلسازی معادلات ساختاری استفاده شد. تحلیل‌های آماری با دو نرم افزار 25 SPSS و 26 AMOS انجام گرفت.
یافته‌ها: نتایج  نشان داد پیشران‌های کلیدی ارزش طول عمر مشتری شامل عوامل سخت افزاری، نرم افزاری، مالی، راهبردی، اجتماعی، انگیزشی، رفتاری، فرآیندی و اجرایی هستند.
اصالت و ابتکار مقاله: تا به امروز مطالعات کمی در مورد ارزش طول عمر مشتری در ورزش انجام شده است. به نظر می‌رسد که این اولین تحقیق داخلی است که به  شناسایی پیشران‌های کلیدی بر ارزش طول عمر مشتری در باشگاه‌های ورزشی پرداخته است. همچنین نتایج نشان داد که توجه مدیران ورزشی به عوامل نه‌گانه شناسایی شده در این تحقیق، در افزایش ارزش طول‌عمر مشتری ورزشی موثر است. در راستای نتایج به‌دست آمده پیشنهاد می‌شود مدیران، با در نظر گرفتن مؤلفه‌های عوامل انگیزشی، اجرایی و رفتاری زمینه رضایت و وفاداری مشتریان، اعتماد و اطمینان در آنان را بهبود بخشیده و همچنین با مورد توجه قرار دادن عوامل راهبردی و مالی توانایی پیش‌بینی وضعیت آتی مشتریان را به‌دست آورند.
کلیدواژه‌ها [English]
ارزش طول عمر مشتری, پیش رانهای کلیدی, باشگاه ورزشی
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