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
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

  1. Abubakar, A.M., Elrehail, H., Alatailat, M. A., & Elçi, A. (2019). Knowledge management, decision-making style and organizational performance. Journal of Innovation & Knowledge, 4(2), 104-114.
  2. Aghababaei, M., Foroughi, A., & Ranjbar, H. (2019). Identifying the impact of leadership and entrepreneurial orientation on banking performance considering the mediating role of differentiation strategy, MA Thesis, Rumi Institute of Higher Education. (In Persian).
  3. Bagheri, S., Kusters, R.J., & Trienekens, J.J. (2019). Customer knowledge transfer challenges in a co-creation value network: Toward a reference model. International Journal of Information Management. 47, 198-214.
  4. Bagherpour, A., Esmailpour, R., & Ramazanian, R. (2013). The role of customer knowledge management in private hospitals differentiation strategy, M.Sc., University of Guilan. 6(15), 52 – 113 (In Persian).
  5. Bayrakdaroglu, A., & Yalçin, N. (2012). Strategic financial performance evaluation of the turkish companies traded on ISE/IMKB'de Islem Gören Türk Sirketlerinin Stratejik Finansal Performans Degerlendirmesi. Ege Akademik Bakis.12(4), 512-529.
  6. Choi, H.J., Ahn, J. C., Jung, S.H., & Kim, J.H. (2020). Communities of practice and knowledge management systems: effects on knowledge management activities and innovation performance. Knowledge Management Research & Practice, 18(1), 53-68.
  7. Cui, A. S., & Wu, F. (2016). Utilizing customer knowledge in innovation: antecedents and impact of customer involvement on new product performance. Journal of the academy of marketing science, 44(4), 516-538.
  8. Davenport, T.H., Harris, J.G., & Kohli, A.K. (2001). How do they know their customers so well?. MIT Sloan Management Review, 42(2), 63-75.
  9. Fazli nezhad, P., Asanloo, B., & Khodami, S. (2019). The role of market orientation and innovation in customer performance with emphasis on brand internal management and differentiation strategy, Kharazmi University. (In Persian).
  10. He, W., Zhang, W., Tian, X., Tao, R., & Akula, V. (2019). Identifying customer knowledge on social media through data analytics. Journal of Enterprise Information Management. 4(10), 12-25.
  11. Islami, X., Latkovikj, M.T., Drakulevski, L., & Popovska, M.B. (2020). Does differentiation strategy model matter? Designation of organizational performance using differentiation strategy instruments–an empirical analysis. Business: Theory and Practice, 21(1), 158-177.
  12.  Ismail pour, R., Doostar, M., & Taherparvar, N. (2016). Customer knowledge management and its role in continuous innovation and superior performance (Case Study: Private Banks in Guilan Province, Business Management. 8(1), 1-28. (In Persian).
  13. Johansson, A.E., Raddats, C., & Witell, L. (2019). The role of customer knowledge development for incremental and radical service innovation in servitized manufacturers. Journal of Business Research. 98, 328-338.
  14. Khan, S.Z., Yang, Q., & Khan, N.U. (2019). Impact of intellectual capital management on sustainable competitive advantage via business model innovation. In Proceedings of the 2019 3rd International Conference on Management Engineering, Software Engineering and Service Sciences. 5(6), 212-216.
  15. Kim, Y., & Kyoum, T.G. (2011). A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach, Journal of sport management. 25- 57.
  16. Mahdavikia, N. (2011). The role of different types of competitive strategy in increasing the competitiveness of private organizations based on the porter model. M.Sc., Islamic Azad University, Sanandaj Branch, 6 (5), 111 – 149. (In Persian).
  17. Malek Akhlaq, I., Naseri, S., & Al-Taha, H. (2014). The role of customer voice marketing in creating competitive media for small and medium enterprises, International Management Conference, Challenges and Solutions, Shiraz. (In Persian)
  18. Malek Akhlaq, I., Naseri, S., & Norouzi Roudpashti, Z. (2013). Customer voice marketing, organizational innovation in creating competitive advantage, second meeting of research, Development and Technology Managers, Tehran, Parsian Trade Conference. (In Persian)
  19. Mansouri, A., & Yavari, Z. (2003).  QFD is a tool for conveying customer voice to the product design and development process.  Sheikh Baha’i Journal. 5(9), 72-91. (In Persian)
  20. Naseri, S., Malek Akhlaq, I., & Akbari, M. (2014). The impact of customer voice marketing on corporate market performance, M.Sc., University of Guilan.  33 – 76. (In Persian)
  21. Nazari, T., Jafari Samimi, A., & Shirkodayi, M. (2019). The impact of product differentiation strategy on the performance of companies listed in tehran stock exchange, MSc Thesis, Institute of Higher Education, Babol University. (In Persian)
  22. Rezazadeh, A., & Davari, A. (2017). Structural equation modeling with PLS software, Jihad Daneshgahi Publishing Organization, Second Edition.
  23. Roman, E. (2010). Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to creat Customer Who Care, and Stay. Eds. McGraw-Hill
  24. Shahikitas, M., Kazemi, M., & Amini, M. (2013). Investigating the relationship between our structure and individuals in the faran stock exchange, The Domestic Prayer Prospectus, 12(9), 5-21.
  25. Sham Abadi, M., & Khodadad Hosseini, M. (2007). Export marketing of handmade carpets in Iran: investigation of effective factors and pathology.  Business Research Journal, 43)1(, 1 -34. (In Persian)
  26. Shayesteh, A., Jalilian, H., & Shafqat, A. (2018). The impact of customer knowledge management on key success factors and performance of new product development in industrial technology.  Innovation Management. 6 (1), 135-164. (In Persian)
  27. Sheth, G.N. (1998). Antecebents and concequences of customer centric marketing, Journal of the academy of Marketing Science. 28(5), 55-66.
  28. Suryanto, T., & Anggraini, E. (2020). Comparing cost leadership strategy with differentiation strategy towards firm performance on Jakarta Islamic Index. The Winners, 21(1).
  29. Teece, D.J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal.
  30. Tseng, S.M. (2016). The effect of knowledge management capability and customer knowledge gaps on corporate performance. Journal of Enterprise Information Management.
  31. Veshkaei Nejad, S.S., Ebrahimpour, M., & Doustar, M. (2020). Investigating the moderating role of customer knowledge mobilization resources in the relationship between customer participation capability and service firms performance. Journal of Business Management, 11(4), 919-943.
  32. Yaghoubi, P., Hedayatzadeh, H., & Abedi, R. (1979). Investigating the role of entrepreneurship orientation on financial performance of manufacturing companies considering the mediating variables of differentiation strategy and innovative performance, Faculty of Economics and Management, Urmia University (In Persian).
  33. Zaim, H., Muhammed, S., & Tarim, M. (2019). Relationship between knowledge management processes and performance: critical role of knowledge utilization in organizations. Knowledge Management Research & Practice, 17(1), 24-38.

 

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

فایل ها

سابقه مقاله

  • تاریخ دریافت: 28 اسفند 1398
  • تاریخ بازنگری: 17 اردیبهشت 1399
  • تاریخ پذیرش: 30 مرداد 1399
  • تاریخ اولین انتشار: 01 دی 1399

اشتراک گذاری

ارجاع به این مقاله

آمار