نوع مقاله : مستخرج از پایان نامه
نویسندگان
1 داشکده تربیت بدنی و علوم ورزشی دانشگاه گیلان _رشت_ ایران
2 دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The purpose of this study was to apply differentiation strategy in enhancing business performance of sports clubs with emphasis on sound marketing and customer knowledge management. The research method was descriptive-correlational. The statistical population consisted of managers of sport clubs in Rasht. Due to the limited population, the statistical sample was considered as the whole population (N = 75). The research tools included four questionnaires of customer knowledge management, business performance, and Customer voice marketing and differentiation strategy. 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]
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