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
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [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]
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