Communication Management in Sport Media

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Developing a Communication Integration Model in the Supply Chain of Sport for all Services in Iran

Document Type : Research Paper

Authors

1 Associate Professor in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.

2 Professor in Sports Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.

3 Assistant Professor in Mathematics, Faculty of Basic Science, University of Maragheh, Iran.

4 Ph.D. in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.

Abstract

The present study was conducted with the aim of presenting a model for designing an integrated communication model in the supply chain of universal sports services in Iran. The research was carried out using a systematic theoretical framework and based on the fuzzy cognitive mapping approach. The sampling was theoretical and snowball, and theoretical saturation was achieved through in-depth and semi-structured interviews with 18 experts in the sports industry, universal sports, and supply chain. Qualitative research reliability criteria were used to examine validity, and the agreement method of two coders and researcher coding at a specific time interval were used to examine reliability to draw fuzzy cognitive maps and calculate the relevant indices, Excel, FCMapper, and FCM Expert software were used. The results showed that the integrated management of communications in the supply chain of universal sports services is identified by three main concepts: management of supplier relationships, internal communication management, and customer relationship management. The main concepts included in this issue were communication in non-sports private industries, communication in educational centers, media communications, communications in non-sports government suppliers, communications in the main supply chain, international relations, dynamic reporting systems, participatory behaviors with customers, culture of appreciation for top customers, ancillary customer communication services, complaint handling, collaboration between links, social capital of the supply chain, and strategic alliance. Furthermore, the indices related to the cognitive maps indicated that the communications of the main supply chain, media communications, and collaboration between links have the highest degree of centrality, meaning that they have the greatest impact on the integrated communication system in the supply chain of universal sports services.

Keywords

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Communication Management in Sport Media
Volume 11, Issue 2 - Serial Number 42
January 2023
Pages 15-32
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History
  • Receive Date: 01 May 2022
  • Revise Date: 30 July 2022
  • Accept Date: 28 August 2022
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