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

مراجع

  1. Bălan, D, Balaure V, Vegheş C. Travel and tourism competitiveness of the world’s top tourism destinations: an exploratory assessment. Annales Universitatis Apulensis Series Oeconomica,2009, 11(2):979-987.
  2. Campbell A.J. Creating customer knowledge competence: managing customer relationship management programs strategically, Industrial Marketing Management,2003, 32: 375– 383.
  3. Behleke T. Investigating Factors Related to Customers' Satisfaction in Private Indoor Pools in Tehran [MSc]( in Persian). Tehran University,2005.
  4. Oliver, R. L. A Cognitive Model ofthe Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research,1980, 14(4): 495–507 .
  5. Shirkhodayi M, Nejat S, Akbari A.[ Investigating the Effect of Relationship Marketing Tactics on Customer Satisfaction and Loyalty of Iran Insurance Company( in Persian)]. Journal of Research in New Marketing Research. 1(61): 129-148.
  6. Saatchiyan V, Safari H.R, Rasooli SM, Skandari E, Elahi A.[ Relationship Quality of Service, Satisfaction and Customer Loyalty with Intent of Presence of Customers in Physical Fitness and Aerobics Centers (Case Study: Rasht City) ( in Persian)]. Two Quarterly Journal of Sport Management and Motor Behavior.2013, 5(21) : 126-137.
  7. Liu C.T, Guo Y. M, Lee C.H. The effects of relationship quality and switching barriers on customer loyalty, International Journal of Information Management,2011, 31(1):71-79.
  8. Robinson, L. Customer Expectations Of Sport Organization, European Sport Management Quality,2006, (6):67-64.
  9. Dehdashti Sh, BabaneZad Z, Pirooz S.M.[ Investigating the Factors Influencing the Implementation of Customer Relationship Management System in Insurance Companies (Iran Insurance Company) ( in Persian)]. Insurance industry magazine. 2009,4(3):32.
10.Badgett, M, Ballou S, LaValle S. Doing CRM Right: what it takes to be successful with CRM, somers,ny IBM business consulting services,2004: 81-88.
11.Skandari M, Poor Saeed S.M. [Investigating Factors Related to Successful Implementation of Customer Relationship Management (CRM) ( in Persian)]. Journal of Humanities.2010,10:151-172.
12.Katler F, Armesterang G. Marketing principles. Translation by Mehdi Zare, Managing Director of Farda, Second Edition, Tehran,2010.
13.Chen I.J, Popovich K. understanding customer relationship management (CRM) ,Business Process Management Journal,2003,9(5):415-436
14.Theodorakis N, Alexandris K, Rodrigues P. M, Sarmento P. JMeasuring customer satisfaction in the context of health clubs in Portugal.International Sports Journal.2004, 8(1):44-53.
15.Mai C. C, Perry C, Loh E. Integrating Organisational Change - Management and Customer Relationship Management in a Casino”. UNLV Gaming, Research & Review Journal,2014, 18(2: 1-22.
16.Toma M, Mihoreanu L, Ionescu A. Innovation Capability And Customer Relationship Management: A Review. Economics, Management & Financial Markets,2014, 9(4):323-331.
17.Grabner K, Kraeuter S, Moedritsscher G, Waiguny M, Mussing W. performance Monitoring of CRM Initiatives. IEEE Computer Society. 40th Annual Hawaii International Conference on System Science,2007: 1-10.
18.Honarvar A, Faram F, Sharifiyan A.[ Important factors in the marketing of sport tourism in Iran ( in Persian)]. Journal of Olympics.2004, 4(40): 31-44.
19.Moghimi A. Investigation of Effective Marketing Mix Elements in Customer Attraction in Isfahan Bodybuilding Salons [MSc] ( in Persian). Azad University of Khorasgan Isfahan, 2010:22-45.
20.Chang Y. W, Polonsky M. J. The influence of multiple types of service convenience on behavioral intentions: The mediating role of consumer satisfaction in a Taiwanese leisure setting. International journal of hospitality management,2012, 31(1): 107-118.
21.Seyed Javadin S.R, KHanlari A, Astiri M.[ A model for evaluating the impact of service quality on customer loyalty at sports services ( in Persian)]. Olympic magazine. 18(52):41-54.
22.Alidooste ghafarokhi A, Kozechiyn H, Jalali frahani M, Torki M.[ The comparison and satisfaction of female customers in private and public bodybuilding clubs in Tehran( in Persian)]. Motion Magazine, 5:127-140.
23.Lee J. H, Kim H. D, Ko Y. J, Sagas M. The influence of service quality on satisfaction and intention: A gender segmentation strategy. Sport Management Review,2011, 14(1): 54-63.
24.Hadizade A. Presentation of Customer Relationship Management Implementation Model (CRM) [MSc]( in Persian). Beheshti University, 2010:25-42.
25.Theodorakis N, Alexandris K, Rodrigues P. M, Sarmento P. J. Measuring customer satisfaction in the context of health clubs in Portugal.International Sports Journal. 2014,8(1): 44-53.
26.Babakus E, Mangold W. Adapting the SERVQUAL Scale to Hospital Services: an Empirical Investigation, Health Services Research,2012, 26(6): 767-786.
27.Kimiloglu Z. what singfiessuccess in e-CRM Marketing Intelligence &planning,2009, 27(2): 246-267.
28.Alavi Shad A, Sanayi A. Role of customer relationship management (CRM) in gaining competitive advantage in service markets (Case Study: Travel Agencies. Fourth International Management Conference,2004.
29.Heung V. C., Gu T. Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 2012,31: 1167– 1177.
30.Saeed R, Javed S, Lodhi R. B. Empirical study of factors affecting brand loyalty: evidence from fast food restaurants in Pakistan. Journal of Basic and Applied Scientific Research,2013, 3 (12):46- 55.
31.Eamaeli M, Ehsani M, Kozechiyan H, Honari H.[ Designing a model of service quality impact on loyalty, customer satisfaction, perceived value, and future behavior of customers in water recreation pools( in Persian)]. Sports Management Studies.2014,6(26):37-58.
پژوهش های فیزیولوژی و مدیریت در ورزش

دوره 10، شماره 2
تابستان 1397
صفحه 69-82

فایل ها

اشتراک گذاری

ارجاع به این مقاله

آمار