نقش مالکیت روانشناختی در ارضاء نیازهای روانشناختی و احساس شادی مشتریان باشگاه‌های ورزشی خصوصی شهرستان گنبدکاووس

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه تربیت‌بدنی و علوم ورزشی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران؛

2 دانشجوی کارشناسی ارشد، دانشگاه پیام‌نور، واحد تهران جنوب، تهران، ایران

https://www.doi.org/10.34785/J021.2021.893

چکیده

هدف اصلی این پژوهش، مطالعه نقش مالکیت روانشناختی در ارضاء نیازهای روانشناختی و احساس شادی مشتریان باشگاه‌های ورزشی خصوصی شهرستان گنبدکاووس بود. پژوهش حاضر توصیفی از نوع همبستگی بوده و جامعه آماری آن شامل کلیه مشتریان باشگاه‌های ورزشی خصوصی شهرستان گنبدکاووس بود که 384 مشتری به ‌عنوان نمونه آماری انتخاب شدند. ابزار مورد استفاده جهت گردآوری داده‌های پژوهش شامل پرسش‌نامه‌های مالکیت روانشناختی الکرز (2013)، ارضاء نیازهای روانشناختی گوارا و هاول (2017) و احساس شادی گانگ و یی (2018) بود. روایی پرسش‌نامه‌ها توسط 5 متخصص مدیریت ورزشی تأیید گردید و مقدار آلفای کرونباخ پرسش‌نامه‌ها به‌ ترتیب 81/0، 78/0 و 86/0 به‌ دست آمد که نشان دهنده پایایی مناسب آن‌ها بود. به‌ منظور تجزیه و تحلیل داده‌ها از آمار توصیفی و استنباطی استفاده شد. یافته‌ها نشان داد مالکیت روانشناختی رابطه مثبت و معنی‌داری با ارضاء نیازهای روانشناختی مشتریان دارد. همچنین نتایج نشان دهنده رابطه مثبت و معنی‌دار مالکیت روانشناختی با احساس شادی مشتریان بود. رابطه بین ارضاء نیازهای روانشناختی با احساس شادی مشتریان نیر مثبت و معنی‌دار بود. در نهایت، نتایج پژوهش نشان داد رابطه بین مالکیت روانشناختی با احساس شادی مشتریان باشگاه‌های ورزشی خصوصی با نقش میانجی ارضاء نیازهای روانشناختی معنی‌دار است. با توجه به ‌نتایج؛ افزایش مالکیت روانشناختی مشتریان باشگاه‌های ورزشی خصوصی با استفاده از روش‌هایی مانند بکارگیری نظرات و پیشنهادات آن‌ها در خصوص خدمات ارائه شده به منظور ارضاء نیازهای روانشناختی و افزایش احساس شادی مشتریان پیشنهاد می‌گردد.

کلیدواژه‌ها

عنوان مقاله [English]

The role of psychological ownership in satisfying the psychological needs and customers’ happiness feeling of private sports clubs in Gonbad Kavous city

نویسندگان [English]

  • Nasser Bay 1
  • Sakineh Khosravi 2
1 Department of Physical Education and Sport Science, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran.
2 Master Student, Payame Noor University, South Tehran Branch, Tehran, Iran
چکیده [English]

The main purpose of this research was to investigate the role of psychological ownership in satisfying the psychological needs and customers’ happiness feeling of private sports clubs in Gonbad Kavous city. The present research is a descriptive correlational study and its statistical population included all customers of private sports clubs in Gonbad Kavous city that 384 customers were selected as a statistical sample.The tools used to ghatering research data included three questionnaires of Olckers's (2013) Psychological Ownership, Guevarra & Howel's (2017) Satisfying the Psychological Needs and Gong & Yi's (2018) Happiness Feeling. The validity of the questionnaires was confirmed by 5 sport management experts and Cronbach's alpha values of the questionnaires were 0.81, 0.78 and 0.86, respectively, which indicating their appropriate reliability. In order to analyze the data, descriptive and inferential statistics were used. Findings showed that psychological ownership has a positive and significant relationship with satisfying the psychological needs of customers. The results also showed a positive and significant relationship between psychological ownership and customers’ happiness feeling. The relationship between the satisfaction of psychological needs and the customers’ happiness feeling was positive and significant. Finally, the results showed that the relationship between psychological ownership and the feeling of happiness of customers of private sports clubs with the mediating role of satisfying psychological needs is significant. According to the results; increasing the psychological ownership of the customers of private sports clubs by using methods such as applying their opinions and suggestions about the services provided in order to satisfy the psychological needs and increase the feeling of happiness of customers is suggested.

کلیدواژه‌ها [English]

  • Psychological Ownership
  • Psychological Needs
  • Happiness Feeling
  • Private Sports Clubs

مراجع

Cao, F., Wang, X., & Wang, Z. (2020). Effects of awe on consumer preferences for healthy versus unhealthy food products. Journal of Consumer Behavior, 19(3), 264–276.
Chen, Z.D. (2019). The effect of satisfying psychological needs on the behavioral consequences of customers. MA Thesis, Guangzhou University, China.
Dawkins, S., Tian, A.W., Newman, A., & Martin, A. (2017). Psychological ownership: a review and research agenda. Journal of Organizational Behaviors, 38, 163–183.
Gineikiene, J., Bodo, B., Schlegelmilch, B., & Auruskeviciene, V. (2017). “Ours” or “theirs”? Psychological ownership and domestic products preferences. Journal of Business Research, 72, 93-103.
Golkari Hagh, S., Tabatabaeenasab, S.M., & Rajabipour, A. (2020). Investigating the Concept of Psychological Ownership from the Buyers’ Perspective. Journal of Business Management, 12(2), 399–421. (In Persian)
Hair, J.F., Barth, K., Neubert, D., & Sarstedt, M. (2016). Examining the role of psychological ownership and feedback in customer empowerment strategies. Journal of Creating Value, 2(2), 194–210.
Han, J.S., & Yang, D.H. (2017). Effects of consumption experience on customer satisfaction and customer happiness for Dessert Café. Culinary Science and Hospitality Research, 23(5), 12-24.
Jami, A., Kouchaki, M., & Gino, F. (2021). I own, so I help out: How psychological ownership increases prosocial behavior. Journal of Consumer Research, 47(5), 698–715.
Joo, J. (2020).Customers’ psychological ownership toward the third place. Service Business, 14, 333–360.
Jussila, I., Tarkiainen, A., Sarstedt, M., & Hair, J.F. (2016). Individual psychological ownership: concepts, evidence, and implications for research in marketing. Journal of Marketing Theory and Practice, 23(2), 121–139.
Kumar, J. (2019). How psychological ownership stimulates participation in online brand communities? The moderating role of member type. Journal of Business Research, 105, 243–257.
Lee, C.W., & Lee, S.H. (2013). The relation among consumption values of luxury brands, brand identification brand attachment, consumer happiness and self-construal. International Journal of Retail & Distribution Management, 16, 29–42.
Lee, J., & Suh, A. (2015). How do virtual community members develop psychological ownership and what are the effects of psychological ownership in virtual communities? Computers in Human Behavior, 45, 382–391.
Lee, K., Makri, M., & Scandura, T. (2019). The effect of psychological ownership on corporate entrepreneurship: Comparisons between family and nonfamily top management team members. Family Business Review, 32(1), 10–30.
Li, D., & Atkinson, L. (2020). The role of psychological ownership in consumer happiness. Journal of Consumer Marketing, 37(6), 629–638.
McLean, S., Rath, D., Lethlean, S., Hornsby, M., Gallagher, J., Anderson D., & Salmon, P.M. (2021). With crisis comes opportunity: Redesigning performance departments of elite sports clubs for life after a global pandemic. Frontiers Psychology, 11, 1–16.
Miragaia, D.A.M., Ferreira, J.J.M., & Ratten, V. (2016). The strategic involvement of stakeholders in the efficiency of non-profit sport organizations: From a perspective of survival to sustainability. Brazilian Business Review, 14(1), 42–58.
Peck, J., & Shu, S.B. (2018), Psychological ownership and consumer behavior. New York: Springer Publishing.
Pierce, J.L., & Peck, J. (2018). The history of psychological ownership and its emergence in consumer psychology. In J. Peck & S.B. Shu (Eds.), Psychological ownership and consumer behavior (pp. 1–15). Cham: Springer.
Poorsoltani Zarandi, H., Kordlu, H., & Tariverdi, A. (2020). Analysis of Factors influencing customer decisions in chooses a sports club with an emphasis on marketing mix. Sport Marketing Studies, 3(3), 133-154. (In Persian)
Ramos, H.M., Man, T.W.Y., Mustafa, M.J., & Ng, Z.Z. (2014). Psychological ownership in small family firms: Family and non‐family employees' work attitudes and behaviors. Journal of Family Business Strategy, 5(3), 300–311.
Ryan, R.M., & Deci, E.L. (2020). Intrinsic and extrinsic motivation from a self-Determination Theory perspective: Definitions, theory, practices, and future directions. Contemporary Educational Psychology, 61, 1–11.
Saadat, M., Moradi, M., & Omidi, A. (2020). The Effect of Strategic Thinking of Managers on Service Quality in Sport Clubs in Karaj. Sport Marketing Studies, 1(1), 64-85. (In Persian)
Shim, H.S. (2020). The effects of customer’s psychological ownership on intention to establish long-term relationships with the company. Journal of Business Theory and Practice, 8(1), 19–38.
Talonen, A.P., Jussila, I., & Koskinen, L. (2018). Failing to develop a sense of ownership: A study in the consumer co-operative context. Cogent Business & Management, 5(1), 1–10.
Thürridl, C., Kamleitner, B., Ruzeviciute, R., Sussenbach, S., & Dickert, S. (2020). From happy consumption to possessive bonds: When positive affect increases psychological ownership for brands. Journal of Business Research, 107, 89–103.
Tomiyama, K. (2016). The impact of community sports clubs on place attachment: From the perspective of club commitment and social capital. International Journal of Sport and Health Science, 14, 102-109.
Yuksel, M., Darmody, A., & Venkatraman, M. (2019). When consumers own their work: Psychological ownership and consumer citizenship on crowdsourcing platforms. Journal of consumer behavior, 18(1), 3–11.
Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. International Journal of Information Management, 37(3), 229–240.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار