نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
2 استاد مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
3 استادیار ریاضی کاربردی، دانشکده علوم پایه، دانشگاه مراغه، مراغه، ایران.
4 دانش آموخته دکتری مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
چکیده
تحقیق حاضر با هدف ارائه مدل تدوین مدل یکپارچگی ارتباطات در زنجیره تأمین خدمات ورزش همگانی ایران انجام گرفت. پژوهش حاضر با استفاده از طرح نظام‌مند نظریه داده‌بنیاد و برمبنای رویکرد نگاشت شناختی فازی انجام شد. نمونه‌گیری به‌صورت نظری و گلوله‌برفی بود و با مصاحبه‌های عمیق و نیمه ساختاریافته با 18 نفر از متخصصان صنعت ورزش، ورزش همگانی و زنجیره تأمین اشباع نظری حاصل شد. از معیارهای قابلیت اعتماد تحقیقات کیفی برای بررسی روایی و از روش توافق دو کدگذار و کدگذاری پژوهشگر در فاصله زمانی مشخص برای بررسی پایایی استفاده شد. برای رسم نقشه‌های شناختی فازی و محاسبه شاخص‌های مربوط به آن از نرم‌افزارهای Excel، FCMapper وFCM Expert استفاده شد. نتایج نشان داد که مدیریت یکپارچه ارتباطات در زنجیره تأمین خدمات ورزش همگانی با سه مقوله اصلی مدیریت روابط تأمین‌کنندگان، مدیریت ارتباطات داخلی و مدیریت روابط مشتریان مشخص می‌شود. ارتباطات صنایع خصوصی غیرورزشی، ارتباطات مراکز آموزشی، ارتباطات رسانه‌ها، ارتباطات تأمین‌کنندگان دولتی غیرورزشی، ارتباطات تأمین‌کنندگان اصلی زنجیره، روابط بین‌الملل، سیستم گزارش‌گیری پویا، رفتارهای مشارکتی با مشتریان، فرهنگ تقدیر از مشتریان برتر، خدمات ارتباطات جانبی مشتریان، رسیدگی به شکایات، همکاری بین حلقه‌ها، سرمایه اجتماعی زنجیره تأمین و اتحاد استراتژیک از مفاهیم اصلی این مقوله‌ها بودند. همچنین شاخص‌های مربوط به نقشه‌های شناختی بیانگر این بود که ارتباطات تأمین‌کنندگان اصلی زنجیره، ارتباطات رسانه‌ها و همکاری بین حلقه‌ها، به‌ترتیب دارای بیشترین درجه مرکزیت‌اند؛ یعنی بیشترین تأثیرگذاری را بر سیستم یکپارچگی ارتباطات در زنجیره تأمین ورزش همگانی دارند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Developing a Communication Integration Model in the Supply Chain of Sport for all Services in Iran
نویسندگان [English]
- Mohammad Rasoul Khodadadi 1
- Yaghoub Badri Azarin 2
- Mehdi Djahangiri 3
- maryam farid fathi 4
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.
چکیده [English]
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.
کلیدواژه‌ها [English]
- Communications
- Service Supply Chain
- Universal Sports
- Integration
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