پژوهش در مدیریت ورزشی و رفتار حرکتی

نقش ابعاد مدیریت ارتباط با مشتری در ارتقاء ورزش همگانی از دیدگاه مدیران ورزشی

نویسندگان

سید احمد نژادسجادی 1
سید جلیل میریوسفی 2
حسین بخشنده 2

1 دانشیار مدیریت ورزشی، گروه علوم ورزشی دانشگاه ولی عصر (عج) رفسنجان، رفسنجان، ایران.

2 استادیار مدیریت ورزشی، گروه علوم ورزشی دانشگاه ولی عصر (عج) رفسنجان، رفسنجان، ایران.

چکیده
هدف: هدف تحقیق حاضر، بررسی نقش ابعاد مدیریت ارتباط با مشتری در ارتقای ورزش همگانی از دیدگاه مدیران ورزشی شهرستان کرمان بود.

روش: روش تحقیق حاضر، توصیفی از نوع همبستگی بود. جامعه آماری پژوهش حاضر را کلیه مدیران باشگاه‌ها و سازمان‌های ورزشی شهرستان کرمان تشکیل دادند که 150 نفر به روش تمام شمار به عنوان نمونه انتخاب شدند. برای جمع‌آوری داده‌ها از پرسشنامه های مدیریت ارتباط با مشتری، طاهرپور کلانتری و همکاران (1389) و ورزش همگانی سرمد و همکاران (1390) استفاده شد. برای تجزیه و تحلیل داده‌ها و شناسایی اثرات متغیرهای تحقیق، از مدل‌یابی معادلات ساختاری با استفاده از نرم‌افزار اسمارت پی.ال.اس استفاده شد.

یافته‌ها: نتایج نشان داد که سه مؤلفه مدیریت ارتباط با مشتری یعنی تمرکز بر مشتری، مدیریت ارتباط و مدیریت دانش بر ارتقاء ورزش همگانی تأثیر مستقیم و معنی‌داری دارد.

نتیجه‌گیری: باتوجه‌به نتایج تحقیق می‌توان چنین نتیجه‌گیری کرد که بر تمامی مدیران سازمان‌ها و باشگاه‌های ورزشی دولتی و غیردولتی لازم است تا تمام تلاش‌های خود را در راستای برقراری ارتباط با مشتری برای ترغیب جامعه به ورزش‌های همگانی و ارتقا آن به کار گیرند.

کلیدواژه‌ها

تمرکز بر مشتری
مدیریت ارتباط
مدیریت دانش
ورزش همگانی
مدیران ورزشی

عنوان مقاله English

The Role Of Customer Relationship Management Dimensions In Promoting Public Sports From The Perspective Of Sports Managers

نویسندگان English

Seyed Ahmad Nejadsajadi 1
Seyed Jalil Miryousefi 2
Hossein Bakhshandeh 2
1 Associate Professor of Sports Management, Department of Sports Science,Vali-e-Asr University of Rafsanjan, Rafsanjan, Iran.
2 Assistant Professor of Sports Management, Department of Sports Science,Vali-e-Asr University of Rafsanjan, Rafsanjan, Iran.
چکیده English

Aim: The purpose of this study was to investigate the role of the customer relationship management dimensions in promoting public sports from the perspective of sports managers in Kerman.

Methods: The research method is descriptive correlation and the statistical. The population of this study included all managers of clubs and sports organizations in Kerman city, that 150 persons selected by full number method. For data gathering, the questionnaires of the customer relationship management and the public sports are used. In order to analyze the data obtained for the research variables, the structural equation modeling the Smart PLS software is used.

Result: Findings indicated that three dimensions of customer relationship management namely Customer focus, relationship management and knowledge management has a direct and significant impact on promotion of public sports.

Conclusion: According to the research results, it can be concluded that all managers of clubs and sports organizations governmental and nongovernmental need to do their utmost In order to communicate with the customer to encourage community participation and promote in public sports.

کلیدواژه‌ها English

Customer focus
Communication Management
Knowledge management
Public Sports
Sports Managers
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پژوهش در مدیریت ورزشی و رفتار حرکتی
دوره 15، شماره 29 - شماره پیاپی 45
اردیبهشت 1404
صفحه 179-203