پیش‌بینی جذب مشتریان از طریق عناصر آمیخته بازاریابی و به‌کارگیری فناوری اطلاعات و ارتباطات در باشگاه‌های خصوصی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزشی دانشکده علوم ورزشی دانشگاه آزاد اسلامی واحد اصفهان (خوراسگان)

2 کارشناس ارشد مدیریت ورزشی دانشگاه آزاد اسلامی واحد اصفهان (خوراسگان)

چکیده

هدف از انجام تحقیق حاضر پیش‌بینی جذب مشتریان از طریق عناصر آمیخته بازاریابی با تأکید بر فناوری اطلاعات و ارتباطات در باشگاه‌های خصوصی بود. پژوهش حاضر از نوع تحقیق کاربردی است. جامعه آماری کلیه مشتریان باشگاه‌های خصوصی بودند. با استناد به فرمول کوکران سقف نمونه آماری یعنی تعداد 384 نفر به عنوان نمونه آماری انتخاب شدند. به منظور گردآوری اطلاعات از پرسش‌نامه‌های آمیخته بازاریابی مقیمی (1389)، فناوری اطلاعات و جذب مشتریان محقق ساخته استفاده ­­شد. پس از تأیید روایی صوری و محتوایی پرسش‌نامه‌ها توسط متخصصین، پایایی از طریق آلفای کرونباخ به ترتیب محاسبه گردید. برای تجزیه و تحلیل یافته‌ها از روش تحلیل مسیر معادلات ساختاری استفاده گردید. یافته‌ها حاکی از برازش مدل ساختاری برای تمامی رابطه­های متغیرهای پژوهش داشت. به طور کلی می‌توان اذعان نمود آمیخته بازاریابی و به‌کارگیری فناوری اطلاعات به طور مستقیم بر فرایند جذب مشتریان باشگاه‌های خصوصی تأثیر گذار است، لذا توصیه می‌شود مدیران با به‌کارگیری این استراتژی‌ها، برجسته‌سازی مزیت‌های رقابتی باشگاه‌ها را از طریق استفاده از فضای فیزیکی و مجازی در دستور کار قرار دهند.

کلیدواژه‌ها


عنوان مقاله [English]

Prediction of Customer Attraction through Marketing Mix Elements and the Use of ICT at Private Sport Clubs

نویسندگان [English]

  • Rasool Nazari 1
  • Elham Andalib 2
1 Associate Professor of Sport Management, School of Sport Sciences, Islamic Azad University, Isfahan branch
2 M.A. of Sport Management, Islamic Azad University, Isfahan branch
چکیده [English]

The purpose of this study was to predict customer attraction through marketing mix elements and the use of ICT at private Sport clubs. The present research is applied research. The statistical population was include of all Isfahan professional club clients. Based on the Cochran formula, a sample of 384 people was selected as the statistical sample. In order to collect information, Moghimi marketing mixing questionnaire (2010), researcher made questionnaire of information technology and customers’ attraction were used. After verifying the face and content validity of the questionnaires by experts, reliability was calculated through Cronbach's alpha, respectively. Route analysis of structural equations was used to analyze the findings. Findings showed that the fitting of the structural model of the coefficients t for all research relationships is proper. In general, it can be admitted that the combination of marketing and the use of information technology directly affects the process of attracting and retaining customers of private clubs, so it is recommended that managers use these strategies to highlight the competitive advantages of clubs through use of physical and virtual space in the job.
 

کلیدواژه‌ها [English]

  • Customer Information Technology
  • Marketing Mix
  • Attraction
  • Sports Club

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