دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها960
تعداد مقالات7,934
تعداد مشاهده مقاله13,426,126
تعداد دریافت فایل اصل مقاله9,545,506
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
مراجع
  1. AboElHamd, E., Shamma, H. M., & Saleh, M. (2020). Maximizing customer lifetime value using dynamic programming: Theoretical and practical implications. Academy of Marketing Studies Journal, 24(1), 1-25. https://www.abacademies.org/articles/Maximizing-customer-lifetime-value-using-dynamic-programming-theoretical-and-practical-implications-1528-2678-24-1-250.pdf
  2. Aeron, H., Kumar, A., & Moorthy, J. (2012). Data mining framework for customer lifetime value-based segmentation. Journal of Database Marketing & Customer Strategy Management, 19(1), 17-30. https://doi.org/10.1057/dbm.2012.1
  3. Afgababaei, S., Nazari, M., & Haji Heydari, N. (2020). Designing and Implementing a System that SuggestsManagers about Pricing based on Bustomer Value with Topic Modeling Techniques and text mining. Business Intelligence Management Studies, 9(33), 143-172. https://doi.org/10.22054/ims.2020.52092.1725
  4. Aghaei Shahri, M. S., & Azimzadeh, S. M. (2021). The Infrastructure, Peripheral, Organizational and Market Relations in the Iranian Sports Industry. Sports Business Journal, 1(1), 115-126. https://doi.org/10.22051/sbj.2021.37288.1013
  5. Ahmadvand, M. R., & Amiri, N. (2009). A look at the human development index and Iran's position in human development compared to other countries. Economic Journal, 9(89 & 90), 5-15. http://ejip.ir/article-1-244-fa.html
  6. Akbari Yazdi, H., Hamidi, M., Sajjadi, S. N., & Khabiri, M. (2014). The analysis of service quality of I.R.Iran football premier league based on SERVQUAL. Sport Management Studies, 6(25), 15-38. https://smrj.ssrc.ac.ir/article_3.html?lang=en
  7. Amadi, M., Benar, N., Gohar Rostami, H. r., & Saeedi, F. (2019). The effect of customer knowledge management on fitness clubs customer lifetime value in Rasht. Sport Management and Development, 8(4), 178-189. https://doi.org/10.22124/jsmd.2019.3879
  8. Amin, M., & Priansah, P. (2019). Marketing communication strategy to improve tourism potential. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 2(4), 160-166. https://doi.org/10.33258/birci.v2i4.575
  9. Ataei Saeedi, H., Naseri Rad, M., & Mohebbi, S. F. (2009). Evaluation of Effectiveness of Leisure Time Programs for Girl Students (The Case Study of Northern Khorasan Province). Women's Strategic Studies, 11(44), 205-236. https://doi.org/20.1001.1.20082827.1388.11.0.8.1
  10. De Bosscher, V., De Knop, P., Van Bottenburg, M., Shibli, S., & Bingham, J. (2009). An international comparison of elite sport policies in six countries. Sport Management Review, 12(3), 113-136. https://doi.org/10.1016/j.smr.2009.01.001
  11. Deldar, E., Kargar, G. A., & Ghafouri, F. (2017). Investigating the Economic Obstacles of Club Privatization in Iranian Professional Football League. Sport Management and Development, 5(2), 53-68. https://jsmd.guilan.ac.ir/article_2134.html?lang=en
  12. Elahi, A. R., Gholampour, S., & Gholampour, B. (2019). A Scientometric Study of the Journal of Applied Research of Sport Management. Caspian Journal of Scientometrics, 6(2), 24-35. https://doi.org/10.22088/cjs.6.2.24
  13. Fader, P. S., Hardie, B. G., & Lee, K. L. (2005). “Counting your customers” the easy way: An alternative to the Pareto/NBD model. Marketing science, 24(2), 275-284. https://doi.org/10.1287/mksc.1040.0098
  14. Fox, T., & Stead, S. (2001). Customer relationship management: Delivering the benefits. White Paper, CRM (UK) and SECOR Consulting, New Malden.
  15. 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.2022.38999.1020
  16. Hosseini, E., & Farzan, F. (2018). An Examination of the Role of Social Support in Women’s Sport Commitment to Sports. Sport management journal, 10(1), 137-148. https://doi.org/10.22059/jsm.2018.203847.1606
  17. Jašek, P., Vraná, L., Sperkova, L., Smutny, Z., & Kobulsky, M. (2019). Predictive Performance of Customer Lifetime Value Models in E-Commerce and the Use of Non-Financial Data. Prague Economic Papers, 28(6), 648–669. https://doi.org/10.18267/j.pep.714
  18. Jorkesh, S., & Nazari, R. (2018). Future Study of Iran's Elderly Sports Using Cross-Impact Matrix [Original article]. The Journal of Shahid Sadoughi University of Medical Sciences, 26(12), 1095-1109. https://doi.org/10.18502/ssu.v26i12.666
  19. Karimi, A. (2017). Providing the Model of Impact of Socio-economic and Cultural Factors on Students'Tendency towards Public Sport (Case study: Students of Payam-e Noor University of Kermanshah Province. Journal of Socio-Cultural Changes, 14(3), 31-46. https://journal.khalkhal.iau.ir/article_666499.html?lang=en
  20. Karimpour, M., & Mirzazadeh, Z. S. (2015). The effect of some social factors on the improvement of women's sports in Bojnord city.
  21. Kashkar, S. (2015). Indicator determination and effectiveness measurement of citizen recreational sport programs. Journal of Sport Management and Motor Behavior, 11(22), 113-132. https://doi.org/10.22080/jsmb.2015.996
  22. Luiz, J. M., & Fadal, R. (2011). An economic analysis of sports performance in Africa. International Journal of Social Economics, 38(10), 869-883. https://doi.org/10.1108/03068291111170415
  23. Manafi, F., Ramezani Nezhad, R., Gohar Rostami, H., & Pourkiyani, M. (2016). The sport participation development in the Iran's public universities. Research on ٍEducational Sport, 4(9), 65-90. https://res.ssrc.ac.ir/article_617.html?lang=en
  24. 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
  25. Memarpour, M., Hassannayebi, E., Fattahi Miab, N., & Farjad, A. (2021). Dynamic allocation of promotional budgets based on maximizing customer equity. Operational Research, 21(4), 2365-2389. https://doi.org/10.1007/s12351-019-00510-3
  26. Moeini, A., Behradmehr, N., Ahrari, M., & Khademshariat, S. (2012). Scoring customers in banking services marketing: A case study on two Iranian banks. Iranian Journal of Trade Studies, 16(64), 1-26. http://pajooheshnameh.itsr.ir/article_8663.html?lang=en
  27. Monalisa, S. (2018). Klasterisasi Customer Lifetime value dengan Model LRFM Menggunakan Algoritma K-Means. Jurnal Teknologi Informasi dan Ilmu Komputer (JTIIK), 5(2), 247-252. https://jtiik.ub.ac.id/index.php/jtiik/article/view/690
  28. Monazami, M., Alam, S., & Boushehri, N. (2011). The Identification of Effective Factors in the Development of Women's Physical Education and Sport in Islamic Republic of Iran. Sport management journal, 3(10), -. https://jsm.ut.ac.ir/article_23799.html?lang=en
  29. Mousavi, S. M., & Amiri Aghdaie, S. F. (2021). Marketing Research in the Fourth Industrial Revolution, Using “Big Data” Analytics and “Machine Learning” to Provide Value to the Customer. New Marketing Research Journal, 10(4), 37-54. https://doi.org/10.22108/nmrj.2020.122740.2109
  30. Nabizade, F., & Rouhani, S. (2020). Clustering and Prediction Model of Customer Lifetime Value (Case Studies: IRAN National Center for Numbering Goods and Services). Journal of Industrial Management Perspective, 10(Issue 4, Winter 2021), 41-63. https://doi.org/10.52547/jimp.10.4.41
  31. Newell, F. (2000). Loyalty.com: Customer Relationship Management in the New Era of Internet Marketing. McGraw-Hill. https://books.google.com/books?id=HgUpAQAAMAAJ
  32. Ostadi, B., & Abdollahi, A. (2020). Introducing a New Mathematical Formula for Calculating Customer Perceived Value Using the ‎Taguchi Loss Function and Customer Lifetime Value. New Marketing Research Journal, 10(3), 105-118. https://doi.org/10.22108/nmrj.2020.121782.2036
  33. Peykari, N., Eftekhari, M. B., Tehrani, F. R., Afzali, H. M., Hejazi, F., Atoofi, M. K., . . . Djalalinia, S. (2015). Promoting Physical Activity Participation among Adolescents: The Barriers and the Suggestions. Int J Prev Med, 6, 12. https://doi.org/10.4103/20087802.151820
  34. Rizvandi, A., Tojari, F., & Esmaili, M. R. (2018). Structural Model Test of Sport Club Managers Performance Based on Entrepreneurial Marketing. Applied Research in Sport Management, 6(3), 63-74. https://arsmb.journals.pnu.ac.ir/article_4386.html?lang=en
  35. Rosenbaum, M., & Wong, I. (2010). Value equity in event planning: A case study of Macau. Marketing Intelligence & Planning, 28(4), 403-417. https://doi.org/10.1108/02634501011053540
  36. 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]. Journal title, 3(5), 125-137. http://jrsm.khu.ac.ir/article-1-1765-en.html
  37. Salimi, M., M, S. H., & Taqvaee, M. (2012). Selection of optimal location for the construction of outdoor sports venues using G. Sports Management Studies, 16(9), 37-62. https://www.sid.ir/paper/483923
  38. Sandoghdaran, F., Albadvi, A., & Teimourpour, B. (2020). Optimal allocation of short-term marketing resources with a life cycle customer value approach. Iranian Journal of Insurance Research, 9(2), 229-234. https://doi.org/10.22056/ijir.2020.02.08
  39. Segarra-Moliner, J. R., & Moliner-Tena, M. Á. (2016). Customer equity and CLV in Spanish telecommunication services. Journal of Business Research, 69(10), 4694-4705. https://doi.org/10.1016/j.jbusres.2016.04.017
  40. Smith, A. C., & Stewart, B. (2013). The special features of sport: A critical revisit. In Handbook of research on sport and business (pp. 526-547). Edward Elgar Publishing. https://doi.org/10.1016/j.smr.2009.07.002
  41. Torabi, T., Ghorbani, M., Bagheri, M., & Tarighi, S. (2015). New methods of financing football clubs in developed countries and the developing countries have a comparative study. Journal of Investment Knowledge, 4(13), 217-232. https://jik.srbiau.ac.ir/article_7693.html?lang=en
  42. Uppal, V., & Mittal, A. (2019). A Review Of Literature On Firm Based Triggers Of Customer Dissatisfaction In Consumer Goods Industry. Think India Journal, 22(4), 6924-6932. https://thinkindiaquarterly.org/index.php/think-india/article/view/10132
  43. Vazifehdan Molla Shahi, M., Manoochehri Nejad, M., & Hakak Zadeh, M. (2021). A Model Framework for Construction and Development of Sports Facilities through Composite Design Approach. Strategic Studies On Youth and Sports, 19(50), 67-82. http://faslname.msy.gov.ir/article_408.html?lang=en
  44. Zargar, S. H., & Alaghmandan, M. (2019). CORAL: introducing a fully computational plug-in for stadium design and optimization; a case study of finding optimal spectators’ viewing angle. Architectural Science Review, 62(2), 160-170. https://doi.org/10.1080/00038628.2018.1559133
  45. Zhang, T. C., Gu, H., & Jahromi, M. F. (2019). What makes the sharing economy successful? An empirical examination of competitive customer value propositions. Computers in Human Behavior, 95, 275-283. https://doi.org/10.1016/j.chb.2018.03.019
آمار
تعداد مشاهده مقاله: 291
تعداد دریافت فایل اصل مقاله: 263


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب