کاربرد استراتژی تمایز در ارتقای عملکرد کسب وکار باشگاه های ورزشی با تاکید بر بازاریابی صدا و مدیریت دانش مشتری

نوع مقاله : پژوهشی

نویسندگان

1 داشکده تربیت بدنی و علوم ورزشی دانشگاه گیلان _رشت_ ایران

2 دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران

چکیده

هدف از این پژوهش کاربرد استراتژی تمایز در ارتقای عملکرد کسب وکار باشگاه‌های ورزشی با تاکید بر بازاریابی صدا و مدیریت دانش مشتری بود. روش این پژوهش از نوع توصیفی - همبستگی بود. جامعۀ آماری را مدیران باشگاه‌های ورزشی شهر رشت تشکیل می‌دادند که به‌دلیل محدود‌بودن جامعۀ آماری، نمونۀ آماری به‌صورت تمام شمار در نظر گرفته شد (75=N). ابزار پژوهش شامل چهار پرسشنامه مدیریت دانش مشتری، عملکرد کسب و کار، بازاریابی صدای مشتری و استراتژی تمایز بود. روایی ابزار با استفاده از نظر متخصصان (7 نفر - محتوایی) مورد تایید قرار گرفت. به‌منظور تجزیه‌ و تحلیل داده‌ها و روابط بین متغیرها، از نرم‌افزار اسمارت پی ال اس 3 استفاده شد. یافته ها نشان داد که مدیریت دانش مشتری به ترتیب اثر معنی داری بر بازاریابی صدای مشتری، استراتژی تمایز و عملکرد کسب و کار دارد و بازاریابی صدای مشتری اثر معنی داری بر استراتژی تمایز و عملکرد کسب و کار دارد. هم چنین استراتژی تمایز اثر معنی داری بر عملکرد کسب و کار دارد. براساس یافته ها مشخص شد که مدیران باشگاه های ورزشی کشور با مفاهیمی مانند مدیریت دانش مشتری و راه‌های کسب عملکرد بهتر از طریق بازاریابی و جذب مشتری آشنایی چندانی ندارند، بنابراین لازم است از طرف ارگان‌های ذی‌ربط در جهت آموزش روش‌های بازاریابی بخصوص بازاریابی صدای مشتری و مدیریت دانش مشتری و ایجاد استراتژی‌هایی برای تمایز بیشتر برای مدیران و متصدیان ورزشی اقداماتی صورت گیرد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Applying the mediating role of differentiation strategy in promoting the business performance of sports clubs

نویسندگان [English]

  • hossein brakhas 1
  • Mehrali HemmatiNezhad 2
  • Noshin Benar 2
1
2 Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran
چکیده [English]

Using a differentiation strategy is one aspect of business success, but to be successful in today's volatile market; you need to consider two other important components: customer knowledge management and customer voice marketing. Therefore, the aim of this study was to apply the mediating role of differentiation strategy in promoting the business performance of sports clubs with an emphasis on sound marketing and customer knowledge management. The method of this research was descriptive-correlational. The statistical population consisted of managers of sports clubs in Rasht, which due to the limited number of statistical population, statistical sample was considered as a whole (N = 75). Research tools include four customer knowledge management questionnaires (3 dimensions, 13 questions), business performance (2 dimensions, 9 questions), Taherparvar et al. (2013), customer voice marketing (5 dimensions, 18 questions) (Naseri et al. (2014)). And the strategy of differentiation (4 dimensions, 11 questions) was Baqerpour et al. (2013).The validity of the instrument was approved by experts (7 persons - content). The software PLS 3 was used to analyze the data and the relationships between the variables. The findings showed that customer knowledge management had a significant effect on customer voice marketing, differentiation strategy and business performance respectively, and customer voice marketing had a significant effect on business differentiation strategy and performance. Also, differentiation strategy has a significant effect on business performance. The findings revealed that the managers of sports clubs in the country are not familiar with concepts such as customer knowledge management and ways to achieve better performance through marketing and customer engagement. Therefore, it is necessary to take action by relevant organs to train marketing methods, especially customer voice marketing and customer knowledge management, and to develop strategies for further differentiation for sports managers and business executives.

کلیدواژه‌ها [English]

  • Customer Knowledge Management
  • Differentiation Strategy
  • Customer Voice Marketing
  • Sports Club
  • Business Performance

مراجع

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فصلنامه مطالعات مدیریت راهبردی
دوره 11، شماره 44
دی 1399
صفحه 79-99

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سابقه مقاله

  • تاریخ دریافت: 28 اسفند 1398
  • تاریخ بازنگری: 17 اردیبهشت 1399
  • تاریخ پذیرش: 30 مرداد 1399

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