طراحی مدل تأثیرگذاری مدیریت ارتباط با مشتری (سی.آر.ام) بر رضایت‌مندی مشتریان از کیفیت خدمات براساس مدل سروکوال در باشگاه‌های بدنسازی و ایروبیک

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزش، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد

2 دانشیار مدیریت ورزش، دانشکدۀ تربیت بدنی و علوم ورزشی دانشگاه بیرجند، بیرجند، ایران

چکیده

 
هدف از این تحقیق طراحی مدل تأثیرگذاری مدیریت ارتباط با مشتری (سی.آر.ام) بر رضایت‌مندی مشتریان از کیفیت خدمات براساس مدل سروکوال در باشگاه‌های بدنسازی و ایروبیک شهرستان بیرجند بود. روش تحقیق توصیفی- پیمایشی بود. 210 نفر از مشتریان باشگاه‌های بدنسازی و ایروبیک شهر بیرجند ابزار این پژوهش را تکمیل کردند: 1. پرسشنامۀ مدیریت ارتباط با مشتری و 2. پرسشنامۀ رضایت مشتریان سروکوال به‌ترتیب مدیریت ارتباط با مشتری و رضایت‌مندی مشتریان را در باشگاه‌های بدنسازی ارزیابی می‌کنند. برای تحلیل داده­ها از آزمون‌های کولموگروف-اسمیرنوف و آمار توصیفی و معادلات ساختاری استفاده شد. کلیۀ داده‌ها با استفاده از نرم‌افزار اس.پی.اس.اس و لیزرل در سطح معناداری 05/0p≤ تحلیل شدند. یافته‏ها نشان داد که متغیرهای وضعیت فیزیکی (14/2=t،18/0= β)، پاسخگویی (43/4=t، 36/0=β)، اطمینان (04/1=t،28/0=β)، تضمین (07/3=t،28/0=β) و همدلی (13/2=t،19/0=β) تأثیر معناداری بر متغیر رضایت‌مندی مشتریان دارند. با توجه به نتایج تحقیق پیشنهاد می‌شود که مدیران باشگاه‌ها از رضایت مشتریان جهت بهبود جایگاه رقابتی و کسب مزیت رقابتی بهره ببرند و از تمامی مؤلفه‌های رضایت‌مندی به‌صورت مساوی استفاده کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing the Model of Effect of Customer Relationship Management (CRM) on Customer Satisfaction from Service Quality Based on ServQual in Bodybuilding and Aerobics Clubs

نویسندگان [English]

  • Davood Moodi 1
  • seyede ozra Mirkazemi 2
1 Ph.D Student in Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad
2 Associate Professor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Birjand, Birjand, Iran
چکیده [English]

 
The aim of this study was to design the model of effect of customer relationship management (CRM) on customer satisfaction from service quality based on Servqual model in bodybuilding and aerobic clubs in Birjand city. The study method was descriptive - survey. 214 customers of bodybuilding and aerobic clubs in Birjand city completed two questionnaires: 1. Customer Relationship Management Questionnaire and 2. Servqual Questionnaire which respectively assessed customer relationship management and customer satisfaction in bodybuilding and aerobic clubs. For data analysis, the Kolmogorov-Smirnov test, descriptive statistics and structural equation were used. All data were analyzed using SPSS and LISREL software at a significance level (P≤0.05). The findings showed that physical condition (t=2.14, β=0.18), responsiveness (t=4.43, β=0.36), confidence (t=1.04, β=0.28), guarantee (t=3.07, β=0.28) and empathy (t=2.13, β=0.19) had significant effects on customer satisfaction. Regarding these results, it is suggested that club managers should profit from customer satisfaction to develop their competitive position and to gain a competitive advantage and use all satisfaction components equally.

کلیدواژه‌ها [English]

  • Confidence
  • Bodybuilding Club
  • Satisfaction
  • CRM
  • Empathy
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