نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار مدیریت ورزشی دانشکاه تبریز
2 دانشجوی دکتری تخصصی مدیریت بازریابی ورزشی دانشگاه تبریز
3 کارشناسی ارشد مدیریت ورزشی دانشگاه تبریز
چکیده
در ابتدای هزاره سوم، جهان ورزش دوران جدیدی را تجربه می‌کند. باشگاه های‌های موفق همواره به دنبال به کارگیری روش‌ها و ابزارهای نوین به‌عنوان مزیت های رقابتی و جهت نیل به توسعه و بهبود مستمر هستند. یکی از این ابزارها مدیریت ارتباط با مشتری است که با توسعه فن‌آوری و ارتباطات، امروزه به‌عنوان مدیریت ارتباط مشتری الکترونیک برشمرده میشود. هدف از انجام پژوهش، بررسی تأثیر نقش میانجی گری کیفیت خدمات الکترونیکی بلیت‌فروشی بر عملکرد مدیریت ارتباط با مشتری الکترونیکی لیگ برتر فوتبال ایران است. روش پژوهش، توصیفی و از شاخه پیمایشی است. جامعه آماری تحقیق، مشتریان رویدادهای ورزشی مسابقات لیگ برتر فوتبال ایران هستند. جمع اوری داده ها از پرسشنامه ی المومانی و نور (2009)، استفاده شد. نتایج حاصل از آزمون فرضیه ها را میتوان توسط نرم افزار SMART-PLS و با استفاده از آزمون t و ضرایب مسیر نشان داد. یافته های پژوهش نشان داد؛ ارتباط مستقیم و معنی داری بین مؤلفه‌های خدمات (سهولت استفاده، قابلیت استفاده، لذت از خدمات) با عملکرد مدیریت ارتباط با مشتری الکترونیکی وجود دارد، همچنین تأثیر مثبت و معناداری نقش میانجی گری کیفیت خدمات الکترونیکی بلیت‌فروشی در تأثیر مؤلفه‌های خدمات (سهولت استفاده، قابلیت استفاده، لذت از خدمات)، بر عملکرد مدیریت ارتباط با مشتری الکترونیکی، تأیید شد؛ بنابراین میتوان نتیجه گرفت، موضوع مدیریت ارتباط با مشتری الکترونیکی به‌عنوان راهبرد، نرم‌افزار و فرایند میبایست در صنعت ورزش ایران جایگاه ویژهای داشته باشد.
اگرچه در مسیر اجرای آن مشکلات زیر ساختاری وجود دارد ولی مدلهای مفهومی پایه ای میتواند نقطه ی شروع خوبی برای آینده عملکرد مدیریت ارتباط با مشتری الکترونیکی در باشگاهها باشد.
کلیدواژه‌ها
عنوان مقاله [English]
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
نویسندگان [English]
- Yaguob Badri Azarin 1
- Sajjad Pashaie 2
- Vahid Hafezi 3
- Hasan Fateh 3
1 Associate Professor of Sport Management Faculty/University of Tabriz
2 Ph.D student, Sport Marketing Management University of Tabriz
3 M.A. Sport Management University of Tabriz
چکیده [English]
At the beginning of the third millennium, a new era has experienced the world of sports. Successful clubs are always looking for thods and tools as competitive advantages and for continuous improvement and improvement. One of these tools is customer relationship management, which is nowadays titled Electronic Customer Relationship Management(E-CRM) with the development of technology and communications. The purpose of this study was, analysis the mediating role of quality of ticket sale electronic services the performance of E-CRM of League Football matches of Iran. The research method is descriptive survey. The population of this research is spectators of sports events. For data collection was used, Al Momanyi and Nor (2009) a questionnaire. The results of hypothesis testing can be software SMART-PLS and using the t test and path analysis (B), respectively. The results showed; there is direct communication between (ease of use, usability, joy of Service) with E-CRM performance, also a significant and positive impact mediating role of quality of electronic services the effect of service (ease of use, usability, joy of service), the performance of E-CRM, was confirmed. So it can be concluded, E-CRM as a strategy, software, process and should have a special place in the sports industry in Iran. Although there are the problems in the implementation of infrastructure, but the basic conceptual models can be being Good starting point for operation of electronic customer relationship management (E-CRM) in clubs.
کلیدواژه‌ها [English]
- Quality of E-Services
- Electronic Customer Relationship Management
- Electronic Tickets
- football
- Structural Model
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