نقش آداب و معاشرت و خلاقیت فروشندگان در رابطه بین مشتری‌مداری و رضایت مصرف کنندگان پوشاک ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه تربیت بدنی و علوم ورزشی، موسسه آموزش عالی آپادانا، شیراز، ایران

2 عضو هیات علمی، دانشگاه علوم انتظامی امین، تهران، ایران

3 استادیار، مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده علوم تربیتی دانشگاه شیراز، شیراز، ایران

10.34785/J017.2020.385

چکیده

هدف تحقیق حاضر نقش آداب و معاشرت و خلاقیت فروشندگان در رابطه بین مشتری مداری و رضایت مصرف کنندگان پوشاک ورزشی بود. روش تحقیق توصیفی همبستگی می‌باشد که مبتنی بر معادلات ساختاری که به‌صورت میدانی توسط محققین انجام‌شده است. جامعه آماری، کلیه مصرف کنندگان پوشاک ورزشی در سطح شهر تهران بودند. روش نمونه‌گیری تصادفی ساده استفاده‌شده است. ابزار اندازه گیری پرسشنامه Tesng (2018) با اصلاحاتی توسط محققین بود. جهت بررسی روایی صوری، پرسشنامه در اختیار 10 تن از اساتید مدیریت بازاریابی و بازاریابی ورزشی قرار گرفت همچنین روایی محتوایی نیز توسط متخصصین صورت گرفت که پس از جمع آوری و محاسبه CVI برای تک‌تک گویه‌ها و در نهایت با تجمیع میانگین CVI بالای 79/0 محاسبه گردید. ارزیابی بیرونی مدل با توحه به ضرایب آلفای کرونباخ، پایایی ترکیبی و میانگین واریانس استخراج‌شده در جامعه مورد مطالعه مورد تائید قرار گرفت. یافته‌های پژوهش نشان داد که خلاقیت فروشندگان 48/0 و آداب و معاشرت فروشندگان 32/0 از رضایت مشتریان را پیش‌بینی کردند. مشتری مداری 128/0 از تغییرات رضایت مشتریان  را پیش‌بینی کرد، همچنین خلاقیت فروشندگان در فروش نسبت به آداب و معاشرت فروشندگان رابطه بین مشتری مداری فروشندگان و رضایت مشتریان را با اثر غیرمستقیم 37/0 پیش‌بینی و میانجی‌گری می‌کند. بطور کلی میتوان گفت فروشندگان باید بحث آداب و معاشرت و همچنین روشهای خلاق در فروش جهت رعایت اصول مشتری مداری و رضایت آنها را مدنظر بگیرند.

کلیدواژه‌ها

عنوان مقاله [English]

Role of Vendor Ethics and Creativity in the Relationship between Customer Orientation and Consumer Satisfaction in Sportswear

نویسندگان [English]

  • sajad gholami Torkesaluye 1
  • morteza mohammadi 2
  • Mohammad Hasan Abdollahi 3
1 Assistant Professor, Department of Sport Science, Apadana Institute of Higher Education, Shiraz, Iran
2 Faculty Member of Amin Police Science University, Tehran, Iran
3 Assistant Professor of Sport Management, Department of Sports Science, Faculty of Education & Psychology, Shiraz University, Shiraz, Iran
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Etiquette and association
  • Creativity of sellers
  • Consumer satisfaction
  • Customer Orientation

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