تحلیل عوامل مؤثر بر تصمیم‌گیری مشتریان در انتخاب یک باشگاه ورزشی با تأکید بر آمیخته بازاریابی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه پیام نور

2 دانشگاه خوارزمی

https://www.doi.org/10.34785/J021.2020.485

چکیده

هدف از پژوهش حاضر، تحلیل عوامل مؤثر بر تصمیم‌گیری مشتریان در انتخاب یک باشگاه ورزشی با تأکید بر آمیخته بازارایابی بود. روش انجام پژوهش از نوع تحلیلی بود و برای جمع آوری داده ها از نمونه‌گیری در دسترس استفاده شد. جامعه آماری پژوهش را همه مشتریان مرد باشگاه‌های ورزشی (آمادگی جسمانی و بدنسازی) شهر قزوین و بر اساس مراجعه حضوری به بخش بیمه اداره ورزش و جوانان(1500=N) تشکیل ‌دادند. در نهایت 250 نفر به عنوان نمونه انتخاب و مورد تحلیل قرار گرفتند. جهت گردآوری داده‌ها از پرسش‌نامه ارزیابی عوامل بازاریابی مؤثر بر تصمیم‌گیری مشتریان رنجبریان (1385) استفاده گردید. روایی صوری و محتوایی پرسش‌نامه با استفاده از نظرات ده تن از اساتید مدیریت ورزشی تعیین گردید که با استفاده از آزمون آلفای کرونباخ، پایایی پرسش‌نامه 86/0 به دست آمد. به منظور تجزیه و تحلیل داده‌ها از شاخص‌های آمار توصیفی و آزمون‌های آماری تحلیل عاملی اکتشافی و تأییدی، تی تک نمونه‌ای و فریدمن استفاده شد. طبق یافته‌های پژوهش از بین عوامل آمیخته بازاریابی به ترتیب محصول، ترویج، قیمت و مکان از اهمیت بیشتری برخوردار بودند. همچنین بین عوامل آمیخته بازاریابی رابطه معناداری به دست آمد. لذا با شناخت جایگاه و اهمیت هر یک از این مؤلفه‌ها و تعیین استراتژی مناسب برای راهبری آن، می‌توان کمک مفیدی در جهت جذب مشتریان جدید و حفظ مشتریان سابق داشت. شناخت این موارد علاوه بر درآمدزایی برای باشگاه، موجب زنده نگه داشتن حضور مستمر مشتریان خواهد شد.

کلیدواژه‌ها

عنوان مقاله [English]

Analysis of Factors influencing customer decisions in choose a sports club with an emphasis on marketing mix

نویسندگان [English]

  • hossein poor soltani zarandi 1
  • hossein kordlu 2
  • Ahmad Tariverdi 2
1 payam noor university
2 kharazmi of university
چکیده [English]

The purpose of this study was of Analyis of Factors Influencing Customer Decisions in Choose a Sports Club with an Emphasis on Marketing Mix. The research method was analytical and available sampling was used to collect data.The statistical population of this study was all male customers of sports clubs (physical fitness and fitness) in Qazvin (N = 1500). Finally, 250 people were selected as a sample and analyzed. The research method was descriptive. Using Morgan table, the sample was estimated at 250 people who were selected by the cluster. To gather data, a questionnaire was used to assess the marketing factors affecting the customers' decision making (2006 Ranjbarian). The face and content validity of the questionnaire was determined using the opinions of ten sports management professors. The carcass method was 0.71 and the reliability of the questionnaire was 0.86 using Cronbach's alpha test. To analyze the data, descriptive statistics and statistical tests of exploratory and confirmatory factor analysis, T single sample and Friedman were used. According to the findings of the marketing mix are the product, promotion, price, and place were more important. As well as between all four elements of the marketing mix together, a significant correlation was obtained. Therefore, by recognizing the position and importance of each of these components and determining the appropriate strategy to lead it, we can help useful in attracting new customers and retaining old customers. Knowing these things, in addition to generating revenue for the club, will keep the constant presence of customers alive.

کلیدواژه‌ها [English]

  • Sport Industry
  • Decision Making
  • Customer
  • Sport Marketing
  • Marketing Mix

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