ارتباط علی کیفیت خدمات و ارزش با وفاداری تماشاگران فوتبال شهرتبریز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی گروه تربیت بدنی، واحد علوم وتحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

2 استاد گروه مدیریت ورزشی، واحد علوم وتحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

3 استادیار گروه مدیریت ورزشی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

چکیده

 
هدف از تحقیق حاضر بررسی ارتباط بین کیفیت خدمات و ادراک ارزش با وفاداری در تماشاگران لیگ برتر فوتبال (مطالعة موردی تماشاگران باشگاه فرهنگی ورزشی تراکتورسازی) بود. این تحقیق از نظر هدف، از نوع تحقیقات کاربردی و به لحاظ گردآوری داده‌ها، توصیفی از نوع همبستگی است و جامعة مورد مطالعه تمامی تماشاگران تیم تراکتورسازی تبریز در سال 1396 بودند. با توجه به مشخص نبودن تعداد هواداران تیم تراکتورسازی، از فرمول کوکران برای جامعة نامحدود، 384 نفر در نظر گرفته شد و در تحقیق حاضر بررسی شد. به‌منظور جمع‌آوری داده‌ها و اندازه‌گیری متغیرهای مدل از پرسشنامه استفاده شد. پایایی آن با استفاده از ضریب آلفای کرونباخ و پایایی ترکیبی و روایی آن نیز با استفاده از روایی همگرا (تأیید بارهای عاملی و مقدار AVE) و روایی تشخیصی تأیید شد. برای تجزیه‌وتحلیل داده‌ها از روش‌های آمار توصیفی و تحلیل عاملی تأییدی و برای ارائة مدل، از تکنیک مدل‌یابی معادلات ساختاری با استفاده از نرم‌افزار  SPSS نسخة 20 و lisrel 8.8 استفاده شد.
نتایج نشان داد کیفیت خدمات مرکزی با درک ارزش (37/0 12β=">  & 89/4 t=) و درک ارزش با وفاداری (45/0 12β=">  & 99/5t=) رابطة مثبت و معنا‌داری دارد، یعنی کیفیت خدمات مرکزی از طریق درک ارزش بر وفاداری مصرف‌کنندگان ورزشی تأثیر مثبت و معنا‌داری می‌گذارد.

کلیدواژه‌ها


عنوان مقاله [English]

Causal Relationship of Service Quality and Value with Loyalty in Football Spectators of Tabriz City

نویسندگان [English]

  • Vahid Sartipi 1
  • Ali mohammad safania 2
  • Zahra Nobakht Ramezani 3
1 PhD Student of Sport Management, Department of Physical Education, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Professor, Department of Sport Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Sport Management, Ghazvin Branch , Islamic Azad University, Ghazvin, Iran
چکیده [English]

 The aim of this study was to investigate the relationship of service quality and perceived value with loyalty in spectators of football premier league (a case study of the spectators of Cultural Sport Tractorsazi Club). This study was applied in terms of objectives and in terms of data collection, descriptive correlation. The population of this study consisted of all spectators of Tabriz Tractorsizi in 2017. As the number of spectators of Tractorsazi team was not specific, Cochran formula for unlimited population was used to determine the population (N=384). In order to collect data and measure the variables of the model, a questionnaire was used. Its reliability was confirmed by Cronbach alpha coefficient and its CR and validity were confirmed by convergent validity (confirmation of factor load and AVE value) and diagnostic validity. Descriptive statistics and confirmatory factor analysis were used to analyze the data. Structural equation modeling technique with SPSS version 20 and Lisrel 8.8 were used to provide the model. The results of the study showed a positive and significant relationship between central service quality and perceived value ( 12β="> 0.37 and t=4.89) and also between perceived value and loyalty ( 12β="> 0.45 and t=5.99). That is to say central service quality had a positive and significant effect on sport consumers’ loyalty through perceived value. 

کلیدواژه‌ها [English]

  • central service quality
  • consumers’ loyalty
  • perceived value
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