بررسی تأثیر عناصر آمیخته بازاریابی (7P) بر میزان رضایت و جذب هواداران تیم بسکتبال شهرداری گرگان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت ورزشی، دانشکدة علوم ورزشی، دانشگاه تربیت دبیر شهید رجایی، تهران، ایران

2 کارشناسی ارشد،دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تربیت دبیر شهید رجایی تهران، تهران، ایران

3 دانشیار گروه مدیریت ورزشی، دانشکدة علوم ورزشی، دانشگاه تربیت دبیر شهید رجایی، تهران، ایران

چکیده

هدف اصلی از پژوهش حاضر بررسی تأثیر عناصر آمیخته بازاریابی بر میزان رضایت و جذب هواداران تیم بسکتبال شهرداری گرگان بود. پژوهش حاضر از نظر هدف کاربردی و از نظر گردآوری داده ها توصیفی- پیمایشی که به صورت میدانی انجام گردید. جامعه آماری پژوهش شامل کلیه هواداران تیم بسکتبال شهرداری گرگان که در سال 1398 بلیت تهیه کرده و به ورزشگاه رفته بودند (700 نفر) و با توجه به جدول مورگان تعداد 250 نفر به عنوان نمونه آماری در نظر گرفته شد . در این پژوهش جهت تجزیه و تحلیل فرضیه ها از روش رگرسیون استفاده شد. همچنین برای انجام این تحلیل‌ها نرم‌افزارهای آماری SPSS و LISREL به کار رفته است. ابزار اندازه گیری پرسشنامه محقق ساخته شامل سنجش متغیرهای اصلی آمیخته های بازاریابی؛ رضایت هواداران و جذب هواداران که روایی آن به تایید 8 تن از خبرگان دانشگاهی حوزه مدیریت بازاریابی و ورزشی رسانده شد و پایایی متغییرها به ترتیب (0.772، 0.868، 0.820 ) بدست آمد و حاکی از پایایی بسیار مناسب کل سوالات پرسشنامه می‌باشد. نتایج نشان داد که عناصر هفتگانه آمیخته بازاریابی دارای ضریب اثر 10.84 بر میزان جذب هواداران و ضریب اثر 11.14 بر رضایت هواداران است. همچنین ضریب اثر آمیخته‌های بازاریابی بر مؤلفه‌های جذب هواداران برابر است با آگاهی 7.99؛ جلب توجه 7.42؛ علاقه 7.15؛ اعتماد 7.57؛ و مولفه‌های رضایت هواداران برابر است با نیازهای اساسی 8.06؛ نیازهای عملکردی 5.81؛ و نیازهای انگیزشی 7.42. بنابراین مدیران باشگاه‌های ورزشی باید با در نظر گرفتن آمیخته بازاریابی، جایگاه ویژه‌ای را برای ارتقای عناصر تشکیل دهنده آن مد نظر قرار دهند و از این طریق در جذب و رضایت بیشتر هواداران تیم تلاش کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the effect of marketing mix elements (7P) on the level of satisfaction and attraction of Gorgan Municipality basketball team fans

نویسندگان [English]

  • M Rahimizade 1
  • zahra karimi 2
  • Amirhoseyn Monazzami 3
1 m
2 Masters, Faculty of Physical Education and Sport Since, Shahid Rajaee Teacher Training University of Tehran, Tehran, Iran
3 Shahid Rajaee Teacher Training University
چکیده [English]

Abstract
The main purpose of this study was to investigate the effect of marketing mix elements on the level of satisfaction and attraction of Gorgan Municipality basketball team fans. The present study was applied in terms of purpose and descriptive-survey data collection was conducted in the field. The statistical population of the study included all fans of Gorgan Municipality basketball team who had purchased tickets to the stadium in 1398 (700 people) and according to Morgan's table, 250 people were considered as a statistical sample. In this study, regression method was used to analyze the hypotheses. SPSS and LISREL statistical software were also used to perform these analyzes. Measurement tools of researcher-made questionnaire including measuring the main variables of marketing mixes; Fan satisfaction and fan attraction, the validity of which was confirmed by 8 academic experts in the field of marketing and sports management, and the reliability of the variables were obtained (0.772, 0.868, 0.820, respectively) and indicates a very good reliability of all questionnaire questions. The results showed that the seven elements of marketing mix have an effect coefficient of 10.84 on fan attraction and an effect coefficient of 11.14 on fan satisfaction. Also, the coefficient of effect of marketing mixes on the components of attracting fans is equal to 7.99; Attention 7.42; Interest 7.15; Trust 7.57; And the components of fan satisfaction are equal to the basic needs 8.06; Performance requirements 5.81; And motivational needs 7.42. Therefore, the managers of sports clubs should consider the marketing mix, consider a special place to promote its constituent elements, and thus try to attract and satisfy more team fans.

کلیدواژه‌ها [English]

  • mix marketing
  • basketball team
  • fans attraction
  • fans satisfaction
  • Gorgan Municipality

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پژوهش های فیزیولوژی و مدیریت در ورزش
دوره 14، شماره 2
شهریور 1401
صفحه 150-137

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