نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار گروه مدیریت ورزشی دانشکده علوم ورزشی دانشگاه آزاد اسلامی، واحد اصفهان
2 استادیار گروه مدیریت ورزشی دانشکده علوم ورزشی دانشگاه آزاد اسلامی، واحد مبارکه
3 کارشناس ارشد مدیریت ورزشی دانشگاه آزاد اسلامی واحد اصفهان
چکیده
هدف از پژوهش بررسی نقش کیفیت ارتباطات میان کارکردی و فرصتهای اجتماعی سازی به عنوان عوامل اثرگذار بر مبادله دانش ضمنی و اثربخشی بازاریابی می باشد. پژوهش از نوع تحقیق کاربردی، از نظر استراتژی توصیفی و از نظر اجرا پیمایشی است، جمع آوری اطلاعات به روش میدانی و از طریق ابزار پرسشنامه انجام شد. محیط پژوهش شرکت تولید کننده و فروشنده محصولات ورزشی مجید بود. جامعه آماری پژوهش فروشندگان ورزشی بودند، ابزار گردآوری اطلاعات، پرسش نامه بود، نمونه آماری 144 نفر از فروشندگان ورزشی می باشد. اطلاعات بوسیله نرم افزارهای ایموس مورد تجزیه و تحلیل قرار گرفت. یافته ها نشان داد که متغیرهای کیفیت ارتباطات میان کارکردی و فرصتهای اجتماعی سازی با اثربخشی بازاریابی به طور مستقیم و همچنین به طور غیر مستقیم از طریق اثر متغیر میانجی مبادله دانش ضمنی رابطه مثبت دارد. نقش میانجی مبادله دانش ضمنی در رابطه بین کیفیت ارتباطات میان کارکردی و فرصت های اجتماعی سازی با اثربخشی بازاریابی نقش تاثیر گذار می باشد. به طور کلی پیشنهاد می گردد مدیران بازاریابی و فروش راهبردهایی را در جهت ارتقای اثربخشی بازاریابی از طریق افزایش سرمایه گذاری بر روی ارتباطات میان کارکردی و فرصت های اجتماعی سازی مد نظر قرار دهند.
کلیدواژه‌ها
عنوان مقاله [English]
The Role of Social Factors in the Exchange of Tacit Knowledge and Marketing Effectiveness of Sports Companies (Case Study: Majid Sport Brand)
نویسندگان [English]
- Rasool Nazari 1
- Elham Moshkelgosha 2
- Reza Fardipoor 3
1 Associate Professor of Sport Management, School of Sport Sciences, Islamic Azad University, Isfahan Branch
2 Assistant Professor of Sport Management, School of Sport Sciences, Islamic Azad University, Mobarakeh Branch
3 M.A. of Sport Management, Islamic Azad University, Isfahan Branch
چکیده [English]
The aim of this study was investigate the role of quality cross-functional communication and social opportunities as factors affecting the exchange of tacit knowledge and marketing effectiveness. Methods this descriptive correlation studies that were conducted through a survey. The population of this research was sports Sellers. The data collection tool was questionnaire, and the sample of this research was 144 Sellers of Sports products. The collected data is analyzed using SPSS and AMOS software. Results shows that two variables of inter functional communication quality, and socialization opportunities has a positive and direct relationship with marketing development and a positive and indirect relationship through the mediating effect of tacit knowledge. The results show mediate role of the exchange of tacit knowledge in relationship between the quality of cross-functional communication and socialization opportunities with marketing effectiveness theoretically, the body of knowledge adds. In general, it is recommended that marketing and sales managers consider strategies to improve marketing effectiveness by increasing investment in inter-functional communication and socializing opportunities.
کلیدواژه‌ها [English]
- Effectiveness
- Communication
- Socialize
- Marketing
- Majid Sport Brand
- Alexandris, K. , Kouthouris, C. , & Meligdis, A. (2006). Increasing customers' loyalty in a skiing resort: The contribution of place attachment and service quality. International Journal of Contemporary Hospitality Management, 18 (5), 414-425.
- Ameri Siahoee R., Zanjirchi SM., & Mashayekhi Nejhad S. )2017.( Consider the needs of fans relationship management system (FRMS) Using techniques fuzzy (TOPSIS and ANP) (Case Study: Football fans in Yazd Province) %J Communication Management in Sport Media;4 (15):45-52. (persian)
- Badri Azarin Y., Pashaie S., hafezi V., & Fateh H. )2018 .(Analysis the mediating role quality of ticket sale electronic services the performance of electronic customer relationship management (E-CRM) of League Football matches of Iran %J Communication Management in Sport Media.;5 (19):13-21. (persian)
- Cronin Jr, J. J. , Brady, M. K. , & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76 (2), 193-218.
- Dale, B. , van Iwaarden, J. , van der Wiele, T. , & Williams, R. (2005). Service improvement in a sports environment: a study of spectator attendance. Managing Service Quality: An International Journal, 15 (5), 470-484.
- Dale, J. , & Weinberg, R. S. (1989). The relationship between coaches’ leadership style and burnout. The Sport Psychologist, 3 (1), 1-13.
- Deloitte, S. M. (2010). Football money league. Sport Business Group.
- Greenwell, T. C. , Brownlee, E. , Jordan, J. S. , & Popp, N. (2008). Service fairness in spectator sport: the importance of voice and choice on customer satisfaction. Sport Marketing Quarterly, 17 (2), 71.
- Hill, B. , & Green, B. C. (2000). Repeat attendance as a function of involvement, loyalty, and the sportscape across three football contexts. Sport management review, 3 (2), 145-162.
- Hunt, K. A. , Bristol, T. , & Bashaw, R. E. (1999). A conceptual approach to classifying sports fans. Journal of services marketing, 13 (6), 439-452.
- Jang, W. E. , Wann, D. L. , & Ko, Y. J. (2017). Influence of team identification, game outcome, and game process on sport consumers’ happiness. Sport management review.
- Jazni, N. , & Abdavi Baftani, M. (2011). The Relationship Between Fans Team Attachment, Brand Image, Purchase Intention and Word of Mouth Comunication of Sponsor’s Product. Journal of Business Management, 40 (7), 20. (persian)
- Jones, T. , & Taylor, S. F. (2007). The conceptual domain of service loyalty: how many dimensions? Journal of services marketing, 21 (1), 36-51.
- Kwon, H. H. , & Armstrong, K. L. (2004). An Exploration of the Construct of Psychological Attachment to a Sport Team Among College Students: A Multidimensional Approach. Sport Marketing Quarterly, 13 (2).
- Kyle, G. , Graefe, A. , Manning, R. , & Bacon, J. (2004). Predictors of behavioral loyalty among hikers along the Appalachian Trail. Leisure Sciences, 26 (1), 99-118.
- Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products. Journal of Advertising, 29 (4), 13-24.
- Park, J. -A. , Sung, J. , Kim, M. -K. , & Kim, S. -K. (2016). Effect of Service Quality on Revisit Intention and Word-of-Mouth at the F-1 Chinese Grand Prix. International Journal of Applied Sports Sciences, 28 (1).
- Swanson, S. R. , Gwinner, K. , Larson, B. V. , & Janda, S. (2003). Motivations of college student game attendance and word-of-mouth behavior: The impact of gender differences. Sport Marketing Quarterly, 12 (3).
- Theodorakis, N. D. , & Alexandris, K. (2008). Can service quality predict spectators' behavioral intentions in professional soccer? Managing Leisure, 13 (3-4), 162-178.
- Tobar, D. A. (2006). Affect and purchase intentions of Super Bowl XL television spectators: Examining the influence of sport fandom, age, and gender. Sport Marketing Quarterly, 15 (4).
- Tsuji, Y. , Bennett, G. , & Zhang, J. (2007). Consumer satisfaction with an action sports event. Sport Marketing Quarterly, 16 (4), 199.
- Van Leeuwen, L. , Quick, S. , & Daniel, K. (2002). The sport spectator satisfaction model: A conceptual framework for understanding the satisfaction of spectators. Sport management review, 5 (2), 99-128.
- Wann, D. L. (2006). Understanding the positive social psychological benefits of sport team identification: The team identification-social psychological health model. Group Dynamics: Theory, Research, and Practice, 10 (4), 272.
24.Wann, D. L. , & Branscombe, N. R. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology.
25.Wilson, A. , Zeithaml, V. A. , Bitner, M. J. , & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (No. 2nd Eu). McGraw Hill. 101-110.
)