طراحی مدل شایستگی‌های بازاریابان ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، پژوهشگاه تربیت‌بدنی و علوم ورزشی، تهران، ایران

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

3 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

4 کارشناس ارشد مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشگاه غیرانتفاعی البرز دانش، قزوین، ایران

5 استادیار مدیریت ورزشی، گروه تربیت‌بدنی و علوم ورزشی، موسسه آموزش عالی آپادانا، شیراز، ایران

https://www.doi.org/10.34785/J021.2021.646

چکیده

تحقیق حاضر با هدف طراحی مدل شایستگی‌های بازاریابان ورزشی ایران انجام شد. روش تحقیق توصیفی و از نوع کاربردی بوده که به صورت میدانی و با استفاده از معادلات ساختاری انجام گرفت. جامعه آماری شامل بازاریابان شرکت‌های تولیدی ورزشی شهر تهران (245N=) بود که با استفاده از فرمول کوکران (150n=) نفر به روش تصادفی ساده انتخاب شدند. ابزار اندازه‌گیری پرسشنامه محقق‌ساخته مدیریت شایستگی بازایابان با مقیاس 5 ارزشی لیکرت بود که پس از بررسی توسط 10 نفر از اساتید مدیریت ورزشی مورد استفاده قرار گرفت. جهت بررسی سوالات و استخراج مولفه‌ها از تحلیل عاملی اکتشافی استفاده شد. درنهایت 6 مولفه با 30 سوال قابل‌قبول پس از چرخش واریماکس استخراج شد. از روایی همگرایی و واگرایی برای بررسی روایی و پایایی سازه‌ای استفاده شد. نتایج نشان داد روایی سازه‌ای پرسشنامه مناسب است. برای تحلیل داده‌ها و طراحی مدل از نرم‌افزارهای SPSS24 و SmartPLS2 استفاده شد. نتایج نشان داد که مهارت های سخت و نرم 62/0، فن بیان62/0، هنر ابراز وجود با50/0، اصول آداب و معاشرت 44/0، آشنایی با اصول مذاکره 37/0 و مدیریت دانش بازاریاب با 47/0، مدیریت تشریفات بازاریابان ورزشی را تبیین نمودند. مدیریت تشریفات عامل مهمی در ارتباط با مشتریان بوده و بازاریابان ورزشی با بکارگیری و بهبود مولفه‌های تحقیق در فرآیند بازاریابی، می‌توانند به توفیقات بیشتری نائل شوند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a competency model for Iranian sports marketers

نویسندگان [English]

  • Hossein zareian 1
  • mohammad hasan abdollahi 2
  • fahime mirzaei 3
  • Leila Dast Amooz 4
  • sajad gholami torkesaluye 5
1 Assistant Professor of Sports Management, Institute of Physical Education and Sports Sciences, Tehran, Iran
2 Assistant Professor of Sports Management, Department of Physical Education and Sport Sciences, Faculty of Educational Sciences, Shiraz University, Shiraz, Iran
3 PhD Student in Sports Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran
4 Master of Sports Management, Department of Physical Education and Sports Science, Alborz Danesh Non-Profit University, Qazvin, Iran
5 Assistant Professor of Sports Management, Department of Physical Education and Sports Science, Apadana Institute of Higher Education, Shiraz, Iran
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Competence
  • Marketer Knowledge
  • Rhetorical
  • hard and soft skills
  • art of self-expression

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