تأثیر نوآوری در خدمات بر تبلیغات شفاهی مشتریان زن باشگاه های ورزشی به واسطه ی بازاریابی حسی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران

2 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران

3 استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران

10.34785/J017.2020.650

چکیده

این پژوهش براساس هدف کاربردی و از نوع تحقیقات توصیفی-پیمایشی بود. جامعه ی آماری پژوهش کلیه ی مشتریان زن باشگاههای ایروبیک و آمادگی جسمانی استان سمنان در سال 1398 بودند. حجم نمونه ی آماری از طریق فرمول کوکران برای جوامع نامتناهی 384 نفر برآورد شد. نمونه گیری از نوع خوشه ای چند مرحله ای بوده است. ابزار گردآوری داده ها پرسشنامه های استاندارد نوآوری در خدمات، تبلیغات شفاهی مشتریان و بازاریابی حسی بود. روایی محتوایی پرسشنامه های مورد استفاده توسط اساتید و متخصصان مدیریت ورزشی مورد تأیید قرار گرفت. پایایی پرسشنامه ها نیز با استفاده از آزمون آلفای کرونباخ برای پرسشنامه های نوآوری در خدمات، تبلیغات شفاهی، و بازاریابی حسی به ترتیب برابر با 83/0، 68/0و 79/0، برآورد شد. داده ها با استفاده از نرم افزار اس.پی.اس.اس نسخه 22 و آموس نسخه 25 مورد تجزیه و تحلیل قرار گرفتند. نتایج نشان داد، نوآوری در خدمات تأثیر معناداری بر تبلیغات شفاهی مشتریان و بازاریابی حسی دارد؛ همچنین، بازاریابی حسی نقش واسطه ای معناداری در ارتباط بین نوآوری در خدمات و تبلیغات شفاهی مشتریان داشت. بنابراین باشگاههای ورزشی می بایست برای کسب مزیت رقابتی، همواره در ارائه خدمات نوآور باشند و بازاریابی حسی این فرصت را برای باشگاهها فراهم می کند تا با ارائه ی خدماتی متمایز به مشتریان، برای آنها تجربه ای خوشایند خلق نموده و زمینه را برای انتقال شفاهی فراهم کنند.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Service Innovation on Oral Advertising of Female Sports Club Customers through Sensory Marketing

نویسندگان [English]

  • Ensiyeh Abbasi 1
  • Hassan Bahrololoum 2
  • Houria Dehghanpouri 3
1 Master of Sports Management, Faculty of Physical Education and Sports Sciences, Shahroud University of Technology, Shahroud, Iran
2 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran
3 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran
چکیده [English]

This research was based on applied purpose and descriptive-survey research. The statistical population of the study was all female customers of aerobic and physical fitness clubs in Semnan province in 1398. The statistical sample size was estimated to be 384 for infinite communities using the Cochran's formula. Sampling was a multi-stage cluster. Data collection tools were standard questionnaires of service innovation, customer advertising and sensory marketing. The content validity of the questionnaires used by professors and sports management experts was confirmed. The reliability of the questionnaires was estimated using Cronbach's alpha test for service innovation, word of mouth, and sensory marketing questionnaires equal to 0.83, 0.68, and 0.79, respectively. Data were analyzed using SPSS software version 22 and Amos version 25. The results showed that service innovation has a significant effect on customer advertising and sensory marketing; Sensory marketing also played a significant mediating role in the relationship between customer service innovation and word of mouth. Therefore, sports clubs must always be innovative in providing services in order to gain a competitive advantage, and sensory marketing provides clubs with the opportunity to experience differentiated services to their customers by providing them with distinctive services. O create pleasant and provide the ground for oral transmission.

کلیدواژه‌ها [English]

  • word of mouth
  • sensory experience
  • service environment
  • service innovation
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