بررسی انتظارات مشتریان در ابعاد ایمنی و بهداشتی از اماکن ورزشی به منظور افزایش وفاداری و حضور مجدد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت ورزشی،واحد کرمانشاه،دانشگاه آزاد اسلامی ،کرمانشاه،ایران

2 دانشجوی دکتری گروه مدیریت ورزشی،واحد کرمانشاه،دانشگاه آزاد اسلامی ،کرمانشاه،ایران

3 دانشجوی دکتری،مدیریت ورزشی دانشگاه کردستان،سنندج،ایران

10.22034/gahr.2021.307236.1616

چکیده

هدف پژوهش حاضر، تحلیل و بررسی انتظارات مشتریان در ابعاد ایمنی و بهداشتی از اماکن ورزشی به منظور افزایش وفاداری و حضور مجدد می‌باشد.جامعه آماری این پژوهش را مشتریان اماکن ورزشی شهر نیشابور تشکیل می دهند. به توجه به جدول مورگان 384 به عنوان نمونه به صورت تصادفی از بین مشتریان اماکن ورزشی چند منظوره انتخاب شدند. روش نمونه گیری تحقیق حاضر، تصادفی و به روش خوشه ای انجام پذیرفت، که از هر منطقه یک سالن به صورت تصادفی انتخاب شده و پرسشنامه در آن سالن توزیع شد. ابزار پژوهش شامل پرسشنامه حضور مجدد مشتری لیم(2006)، پرسشنامه وفاداری مشتریان آلن (1990) و پرسشنامه محقق ساخته شناخت انتطارات مشتریان ورزشی بود. از شاخص‌های آمار توصیفی (فراوانی، میانگین، انحراف معیار، رسم نمودارها). از آزمون کلموگروف- اسمیرنوف برای بررسی توزیع داده ها استفاده شد. برای آزمون فرضیه ها، با توجه به بررسی طبیعی بودن توزیع داده ها از آزمون ضریب همبستگی پیرسون استفاده شد. برای فرضیه های پیش بینی از آزمون رگرسیون ساده استفاده شد. سطح معنی‌داری در این پژوهش 05/0 ≥ P تعیین شد. محاسبات آماری به وسیله نرم‌افزار آماری SPSS(نسخه 22) انجام گرفت. نتایج نشان داد که بین انتظارات مشتریان در دو بعد ایمنی و بهداشتی با وفاداری و قصد حضور مجدد از نظرآماری رابطه مستقیم و معنی‌داری مشاهده گردید. نتایج پژوهش همچنین نشان داد که آمیخته انتظارات مشتریان ، 8/20 درصد از متغیر وفاداری مشتریان در اماکن ورزشی را پیش‌بینی می‌کند و همچنین آمیخته انتظارات مشتریان ، 1/24 درصد از متغیر حضور مجدد مشتریان در اماکن ورزشی را پیش‌بینی می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

Examining customers' expectations in terms of safety and health of sports venues in order to increase loyalty and re-attendanceloyalty and re-attendance

نویسندگان [English]

  • Shahab Bahrami 1
  • mohammad saeid kiani 2
  • leila nazari 3
1 Assistant Professor, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
2 PhD student in Sports Management, Kermanshah Branch, Azad University, Kermanshah, Iran
3 PhD Student, Sports Management, Kurdistan University, Sanandaj, Iran
چکیده [English]

The purpose of this study is to analyze the expectations of customers in terms of safety and health of sports venues in order to increase loyalty and re-presence.The statistical population of this study consists of customers of sports venues in Neishabour. According to the Morgan 384 table, multi-purpose sports venues were randomly selected as customers. The sampling method of the present study was random and clustered, in which one hall was randomly selected from each area and the questionnaire was distributed in that hall. The research instruments included the Customer Lyme Return Questionnaire (2006), the Allen Customer Loyalty Questionnaire (1990), and the Research Questionnaire for Recognizing Sports Customer Expectations. Descriptive statistical indicators (frequency, mean, standard deviation, graph diagram). The Clomogrov-Smirnov test was used to investigate data distribution. Pearson correlation coefficient test was used to test the hypotheses, considering the natural distribution of the data. For regression hypotheses, a simple regression test was used. The level of significance in this study was determined as P 0 0.05. Statistical calculations were performed by SPSS statistical software (version 22). The results showed that there was a direct and significant relationship between customer expectations in the two dimensions of safety and health with loyalty and the intention to reappear statistically. The results also showed that the mixed expectation of customers predicts 20.8% of the customer loyalty variable in sports venues and also the mixed customer expectations predict 24.4% of the customer re-presence variable in sports venues. It does.

کلیدواژه‌ها [English]

  • Customer Expectations
  • Health
  • Sports Venues
  • customer loyalty
  • re presence
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