مدل مفهومی عوامل مؤثر بر رضایت‌مندی مشتریان فروشگاه‌های ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران

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

چکیده

تحقیق حاضر از نظر روش‌شناسی توصیفی - کاربردی است. جامعه آماری تحقیق حاضر شامل تمامی مشتریان فروشگاه‌های ورزشی پاساژ بهارستان تبریز بود که در زمان اجرای تحقیق اقدام به خرید محصولات ورزشی کرده‌اند. نمونه آماری از طریق جدول کوکران تعداد 384 مشتری انتخاب شد و درنهایت 380 پرسشنامه به­صورت کامل و خوانا برگردانده شده و مورد بررسی قرار گرفت. ابزار تحقیق پرسشنامه محقق‌ساخته است که در قالب 7 عامل 26 سوالی براساس مطالعه منابع جامع تنظیم شد. به‌منظور تعیین روایی پرسشنامة مذکور، از نظر 12 تن از استادان رشته مدیریت ورزشی استفاده و اصلاحات مورد نظر صورت پذیرفت نیز به­منظور سنجش پایایی پرسشنامه مذکور با روش ضریب آلفای کرونباخ معادل 87/0، به­دست آمد که مورد پذیرش قرار گرفت. نتایج نشان داد که از نگاه مشتریان فروشگاه‌های ورزشی، 7 عامل به عنوان عوامل رضایت‌مندی مشتریان فروشگاه‌های ورزشی شناسایی شد. درنهایت مقادیر بارهای عاملی، نشان داد که باتوجه به نامناسب بودن اعتبار 12 مورد از گویه‌های پرسشنامه، در تحلیل مدل نهایی تحقیق حذف شدند. هم­چنین شاخص‌های اصلی برازش، نشان داد مدل از برازش مناسبی برخوردار هست و الگوی رضایت‌مندی مشتریان فروشگاه‌های ورزشی طراحی گردید که با مدل مفهومی پیشنهادی هم­سو می‌باشد.

کلیدواژه‌ها


عنوان مقاله [English]

Conceptual model of factors affecting customer satisfaction of sports stores

نویسندگان [English]

  • Hossein Donyapour 1
  • Fatemeh Abdavi 2
1 Master of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran
2 Associate Professor of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran
چکیده [English]

The present research is descriptive-applied in terms of methodology. The statistical population of the present study included all customers of Baharestan Passage sports stores in Tabriz who bought sports products at the time of the research. The statistical sample was selected through Cochran's table of 384 customers and finally 380 questionnaires were returned completely and legibly and reviewed. The research tool is a researcher-made questionnaire which was prepared in the form of 7 factors of 26 questions based on the study of comprehensive sources. In order to determine the validity of the questionnaire, 12 professors of sports management were used and the desired corrections were made. In order to assess the reliability of the questionnaire, the Cronbach's alpha coefficient of 0.87 was obtained and accepted. The results showed that from the perspective of sports shop customers, 7 factors were identified as factors of sports shop customers' satisfaction. Finally, the values ​​of factor loads showed that due to the inadequacy of validity, 12 items of the questionnaire were omitted in the analysis of the final research model. Also, the main fit indicators showed that the model has a good fit and the model of customer satisfaction of sports stores was designed, which is in line with the proposed conceptual model.

کلیدواژه‌ها [English]

  • facilities
  • Satisfaction
  • Sports shops
  • price and quality of goods
  • customers
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