Sports management, marketing
Hossein zareian; mohammad hasan abdollahi; fahime mirzaei; Leila Dast Amooz; sajad gholami torkesaluye
Abstract
The aim of this study was to design a competency model for Iranian sports marketers. The research method was descriptive and functional that was done fieldwork using structural equations. The Statistical Society included marketers of sports production companies in Tehran (N= 245) Using Cochran's formula ...
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The aim of this study was to design a competency model for Iranian sports marketers. The research method was descriptive and functional that was done fieldwork using structural equations. The Statistical Society included marketers of sports production companies in Tehran (N= 245) Using Cochran's formula (n = 150) people were selected by simple random sampling. The measuring instrument was a researcher-made competency management questionnaire with a 5-point Likert scale, which was used by 10 professors of sports management. Exploratory factor analysis was used to investigate the questions and extract the components. Finally, 6 components with 30 acceptable questions were extracted after varimax rotation. Convergence and divergence validity were used to evaluate the construct validity and reliability. The results showed that the construct validity of the questionnaire is appropriate. SPSS24 and SmartPLS2 software were used for data analysis and model design. showed that the hard and soft skills 0.62, Rhetorical 0.62, art of self-expression with 0.50, Principles of etiquette and association0.44, Familiarity with the principles of negotiation 0.37, and marketing knowledge management with 0,47 Explained the management of sports marketers' Protocols. Protocol management is an important factor in customer relations and sports marketers can achieve more success by applying and improving research components in the marketing process.
mohammad hasan abdollahi; sajad gholami torkesaluye; ali abolhoseini
Abstract
The research method was descriptive-correlation and applied in terms of purpose. The statistical population included all users of sportswear in Shiraz, of which 360 people were considered as a sample. Measurement tools included a standard six-item questionnaire of brand hatred, a four-item questionnaire ...
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The research method was descriptive-correlation and applied in terms of purpose. The statistical population included all users of sportswear in Shiraz, of which 360 people were considered as a sample. Measurement tools included a standard six-item questionnaire of brand hatred, a four-item questionnaire of past negative experience, a five-item questionnaire of symbolic incompatibility, and a four-item questionnaire of ideological incompatibility. The face and content validity of the questionnaires was confirmed by 15 professors of sports management; Also, the reliability, divergent and convergent validity of the questionnaires were evaluated as favorable. The analysis of the results, which was performed by structural equation method with PLS and SPSS software, showed that the coefficient of determination for the hatred structure of the brand is 0.716, which confirms the suitability of the structural model. Also, the values of the effect coefficients show that negative past experience, symbolic incompatibility and ideological incompatibility have an effect on brand hatred. Due to the formation of negative feelings and hatred of the brand due to individual contexts in users of sports brands, managers are advised to adopt approaches to brand management, to consider ways to deal with such crises.
sajad gholami Torkesaluye; morteza mohammadi; Mohammad Hasan Abdollahi
Abstract
The purpose of this study was the role of etiquette and sellers' creativity in the relationship between customer orientation and consumer clothing satisfaction. The research method is descriptive-correlation based on structural equations performed by researchers in the field. The statistical population ...
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The purpose of this study was the role of etiquette and sellers' creativity in the relationship between customer orientation and consumer clothing satisfaction. The research method is descriptive-correlation based on structural equations performed by researchers in the field. The statistical population was all consumers of sportswear in Tehran. A simple random sampling method is used. The measurement tool was Tesng Questionnaire (2018) with modifications by researchers. To evaluate the face validity, the questionnaire was provided to 10 professors of marketing management and sports marketing. Also, content validity was done by experts who after collecting and calculating the CVI for each item and finally by aggregating the average CVI above 79 / 0 was calculated. External evaluation of the model was confirmed by considering Cronbach's alpha coefficients, combined reliability and mean variance extracted in the study population. Findings showed that sellers 'creativity predicted 0.48 and sellers' etiquette predicted 0.32 of customer satisfaction. Customer orientation predicted 0.128 of changes in customer satisfaction. Also, sellers 'creativity in sales towards salesmen etiquette predicts and mediates the relationship between vendors' customer orientation and customer satisfaction with an indirect effect of 0.37. In general, it can be said that sellers should consider the discussion of etiquette as well as creative methods in sales in order to observe the principles of customer orientation and their satisfaction.
