طراحی مدل مدیریت ارتباط با مشتری در فروشگاه‌های ورزشی با رویکرد ISM

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه تربیت بدنی و علوم ورزشی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران

2 استادیار گروه مدیریت ورزشی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران

3 دانشیار گروه تربیت بدنی, واحد شیراز, دانشگاه آزاد اسلامی, شیراز, ایران

چکیده

هدف از این تحقیق، طراحی مدل مدیریت ارتباط با مشتری در فروشگاه‌های ورزشی با رویکرد ISM بود. این پژوهش به لحاظ هدف، کاربردی است و گردآوری اطلاعات به صورت میدانی و به شیوه آمیخته کیفی و کمی انجام شد. جامعه آماری در بخش کمی، شامل کلیه مدیران فروشگاه‌های بزرگ ورزشی بود که با استفاده از روش نمونه گیری طبقه ای با حجم متناسب و فرمول حجم نمونه کوکران و احتمال ریزش احتمالی، تعداد 400 نفر به عنوان نمونه انتخاب شدند و در بخش کیفی، 18 نفر از خبرگان بودند. ابزار تحقیق در بخش اول، پرسشنامه محقق ساخته حاوی 12 عامل مؤثر بر توسعه مدیریت ارتباط با مشتری در فروشگاه‌های ورزشی و در بخش دوم، فرم خودتعاملی ساختاری بود. روایی پرسشنامه توسط 10 نفر از اساتید مدیریت ورزشی دانشگاه و پایایی آن، با استفاده از محاسبه آلفای کرونباخ مورد تایید قرار گرفت (87/0=α). برای ساختاردهی عوامل از تکنیک مدلسازی ساختاری تفسیری استفاده شد. یافته‌ها تأثیرگذاری 12 عامل و ساختاردهی عوامل را در پنج سطح نشان داد. عوامل یادگیری دانش، انتشار دانش و برگزاری کلاس‌های آموزشی برای بازاریابان و بخش فروش زیربنایی مدل قرار گرفتند. تمرکز بر آموزش و ارتقاء سطح دانش و آگاهی بازاریابان و نیز مشتریان، دستیابی به دیگر عوامل را هموار خواد نمود و به توسعه مدبریت ارتباط با مشتری در فروشگاه‌های ورشی کمک خواهد کرد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Customer Relationship Management Model in Sports Stores with ISM Approach

نویسندگان [English]

  • bahareh jameian 1
  • Seyed Ehsan Amir Hosseini 2
  • ahmad torkfar 3
1 Department of Physical Education & Sport Sciences, Yasuj Branch, Islamic Azad University, Yasuj, Iran
2 Assistant Prof. in Department of Sports Management, Yasouj Branch, Islamic Azad University, Yasouj, Iran
3 Associate Prof. in Department of Physical Education & Sport Sciences, Shiraz Branch, Islamic Azad University, Shiraz, Iran
چکیده [English]

The purpose of this study was to design a customer relationship management model in sports stores with ISM approach. This research is applied in terms of purpose & data collection was done in the field in a mixed qualitative & quantitative manner. The statistical population in the quantitative section included all managers of large sports stores that using stratified sampling method with proportional volume & the formula of Cochran sample size & the probability of possible fall, 400 people were selected as a sample & in the qualitative section, 18 They were experts. The research tool in the first part was a researcher-made questionnaire containing 12 factors affecting the development of customer relationship management in sports stores & in the second part, the structural self-interaction form. The validity of the questionnaire was confirmed by 10 professors of sports management at the university & its reliability was confirmed using Cronbach's alpha calculation (α=0.87). Interpretive structural modeling technique was used to structure the factors. Findings showed the effectiveness of 12 factors & the structuring of factors at five levels. Factors of knowledge learning, knowledge dissemination & training classes for marketers & sales department were the model. Focusing on training & improving the level of knowledge & awareness of marketers as well as customers will facilitate the achievement of other factors & will help develop customer relationship management in department stores.

کلیدواژه‌ها [English]

  • Customer Relationship
  • Marketer
  • Sports Store

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سابقه مقاله

  • تاریخ دریافت: 25 تیر 1400
  • تاریخ پذیرش: 04 شهریور 1400

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