ارتباط بین اخلاق حرفه ای و آمیخته بازاریابی ترویج خدمات ورزشی در مدیران باشگاه‌های خصوصی استان کردستان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران

2 کارشناس ارشد گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران

https://www.doi.org/10.34785/J021.2021.820

چکیده

پژوهش حاضر با هدف ارتباط بین اخلاق حرفه ای و آمیخته ترویج خدمات ورزشی در مدیران باشگاه‌های خصوصی استان کردستان انجام گرفت. تحقیق از نظر هدف کاربردی و از نظر روش توصیفی و از شاخه همبستگی می‌باشد. جامعة آماری پژوهش شامل کلیه مدیران باشگاه‌های ورزشی خصوصی استان کردستان است. با توجه به تعداد جامعه آماری و با استفاده از فرمول کوکران 165 نفر بصورت تصادفی ساده به عنوان نمونه انتخاب شدند. در این پژوهش از دو پرسشنامه استاندارد اخلاق حرفه ای و آمیخته ترویج خدمات ورزشی استفاده شد. برای تحلیل داده‌ها از نرم افزارهای Spss نسخه 20؛ Pls2 Smart استفاده شد. نتایج نشان داد که بین اخلاق حرفه‌ای و آمیخته بازاریابی ترویج خدمات ورزشی در مدیران باشگاه‌های خصوصی استان کردستان رابطه معنادار وجود دارد. همچنین مشخص شد که میزان اخلاق حرفه‌ای مدیران باشگاه‌های خصوصی و آمیخته بازاریابی ترویج خدمات ورزشی از حد متوسط بالاتر است. بین مؤلفه‌های اخلاق حرفه‌ای صداقت و انصاف از دیدگاه مدیران باشگاه‌های خصوصی از اهمیت بیشتری برخوردارند. پیشبرد فروش در بین اولویت‌های مؤلفه‌های آمیخته بازاریابی ترویج خدمات ورزشی از دیدگاه مدیران باشگاه‌های خصوصی از اهمیت بیشتری برخوردار است. در نهایت نتایج نشان داد که مدل پژوهش از برازش مطلوبی برخوردار است. بطور کلی می‌توان گفت که مدیران باشگاه‌های خصوصی استان کردستان به منظور اثربخشی آمیخته ترویج خدمات ورزشی به اخلاق حرفه‌ای در محیط باشگاه‌ها بیشتر توجه نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

The Model of Relationship between Professional Ethics and Marketing Mix Promoting Sports Services in Private Club Managers in Kurdistan Province

نویسندگان [English]

  • Korosh Veisi 1
  • Sheno Izadi 2
1 Asistance profesor of sport management, department of physical education and sport sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2 Master of Sports Management Departmant of physical education and sport Science, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
چکیده [English]

The purpose of this study was to investigate the relationship between professional ethics and marketing mix promoting sports services in private club managers in Kurdistan province. The research is applied in terms of purpose and in terms of survey method it is a descriptive type of correlation research. The statistical population of the study consisted of all managers of private sports clubs in Kurdistan province. According to the number of statistical population and using Cochran formula, 165 people were selected as sample and randomly distributed questionnaires were distributed among them. In this study, two standard questionnaires of professional ethics and mixed sports services promotion is uesd. Spss version 20 and Pls2 Smart softwares were used for data analysis.The findings indicate that there is a relationship between professional ethics and marketing mix promoting sports services in the managers of private clubs in Kurdistan province. Also, the results showed that the level of professional ethics of sport managers and the degree of familiarity of managers of private clubs in the province with a marketing mix promoting sports services is higher than average. Finally, honesty and fairness among priorities of professional ethics components are more important than the other components in the eyes of private club managers. The findings also suggest that promoting sales among the components of marketing mixes promoting sports services from the point of view of private club managers is more important than other components. Finally, a model for explaining the relationship between variables was presented. In general, it can be said that the managers of private clubs in Kurdistan province pay more attention to professional ethics in the club environment in order to be effective in promoting sports services.

کلیدواژه‌ها [English]

  • Promoting Mix
  • Sports Marketing
  • Professional Ethics
  • Private Club

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