ارتباط بازاریابی رسانه‌های اجتماعی با رضایت مشتریان مراکز تفریحی ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 استادیار مدیریت ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه قم ، قم، ایران

3 استاد مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران

4 دانشیار مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران

https://www.doi.org/10.34785/J021.2020.888

چکیده

مطالعه حاضر کاربردی و از نوع همبستگی بود که به شکل میدانی انجام گرفت. برای جمع ­آوری داده­ های پژوهش حاضر از دو پرسش­نامه محقق ساخته بازاریابی رسانه ­های اجتماعی با 15 سؤال که شامل 5 مؤلفه و رضایت مشتریان با 3 سؤال استفاده شد. به این منظور با استفاده از روش نمونه­ گیری تصادفی تعداد 393 پرسش­نامه برای گردآوری داده‌ها، بین مشتریان مجموعه‌های تفریحی ورزشی شهر همدان به صورت آنلاین و فیزیکی توزیع گردید. در این پژوهش از روش‌های آمار توصیفی و آمار استنباطی شامل همبستگی پیرسون و رگرسیون چندگانه در سطح آلفای 05/0 استفاده شد. جهت تجزیه و تحلیل داده‌ها از نرم‌افزار SPSS استفاده شد. یافته ­های مطالعه حاضر بیانگر این است که تمامی مؤلفه ­های بازاریابی رسانه­ های اجتماعی، پیش­بین معناداری برای رضایت مشتریان بودند. از بین مؤلفه ­های بازاریابی رسانه­ های اجتماعی، مؤلفه سرگرمی بیشترین (26/0) و تعامل اجتماعی (16/0) کمترین پیش­بین را برای رضایت مشتریان تبیین نمودند. با توجه به یافته ­های این مطالعه، ضروری است که هنگام استفاده از رسانه­ های اجتماعی به عنوان بستری برای بازاریابی بر مؤلفه ­هایی که باعث جلب توجه مشتریان می ­شود بیشتر تأکید شود. در این میان با بهره بردن از مدل بازاریابی رسانه­ های اجتماعی می­ توان توجه مشتریان را بیشتر جلب کرد تا از بازاریابی انجام گرفته، رضایت داشته باشد.

کلیدواژه‌ها

عنوان مقاله [English]

The relationship between social media marketing and customer satisfaction of sports recreation centers

نویسندگان [English]

  • hossein kordlu 1
  • hossein ali mohammadi 2
  • Mehrdad Moharram Zadeh 3
  • Nasrin Azizian Kohan 4
1 PhD Student in Sports Management, Faculty of Educational Sciences and Psychology, Mohaghegh Ardabili University, Ardabil, Iran
2 Assistant Professor of Sports Management, Faculty of Literature and Humanities, Qom University, Qom, Iran
3 Professor of Sports Management, Faculty of Educational Sciences and Psychology, Mohaghegh Ardabili University, Ardabil, Iran
4 Associate Professor of Sports Management, Faculty of Educational Sciences and Psychology, Mohaghegh Ardabili University, Ardabil, Iran
چکیده [English]

The present study was an applied and correlational study that was conducted in the field. To collect the data of the present study, two researcher-made social media marketing questionnaires with 15 questions including 5 components and customer satisfaction with 3 questions were used. For this purpose, using random sampling method, 393 questionnaires were collected online and physically among the customers of Hamedan sports and recreation complexes to collect data. In this study, descriptive statistics and inferential statistics including Pearson correlation and multiple regression at the alpha level of 0.05 were used. SPSS software was used to analyze the data. The findings of the present study indicate that all components of social media marketing were significant predictors of customer satisfaction. Among the components of social media marketing, the entertainment component explained the highest (0.26) and the social interaction (0.16) the lowest predictor for customer satisfaction. According to the findings of this study, it is necessary to place more emphasis on the components that attract customers when using social media as a marketing platform. Meanwhile, by using the social media marketing model, customers can be attracted more attention to be satisfied with the marketing done.

کلیدواژه‌ها [English]

  • Marketing
  • Social Media
  • Satisfaction
  • cusomer

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مطالعات بازاریابی ورزشی
دوره 1، شماره 4
اسفند 1399
صفحه 133-116

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