Document Type : Original Article
Authors
1
1- Assistant Professor of Department of sport management, payame noor university
2
payame noor University
3
payame noor university Tehran Iran
10.22034/sms.2024.140247.1274
Abstract
This research was conducted with the aim of presenting the Islamic marketing framework with the fuzzy Delphi approach in the consumers of sports goods in the virtual space. In terms of the objective, the present research was qualitative-exploratory and its analysis method was the fuzzy Delphi technique. In order to localize and adjust the indicators of the model, a qualitative and exploratory approach was used. The statistical population of this research included 14 professors of sports management, market evaluation, and researchers in this field, and a targeted sampling method was used. The main tool of data collection in the research was fuzzy Delphi questionnaire.the research showed that 5 factors 1. Islamic mix (Islamic production, public benefit, halal product production, ethical product, product quality, product safety), 2. Sales (not hiding the defect in the product, providing the necessary and sufficient information to the customer About the goods and services of the transaction, respecting the customer and observing kindness, the need to pay attention to the satisfaction of the parties and to pay attention to the needs and desires of the customers, confronting the customer, being complacent in the sale and taking back the goods after the transaction if necessary, making the customers aware of the losses. possibility and side effects of the product, provision of skills, support, improvement of the environment), 3. Marketing planning (regulatory institutions, legal framework, Islamic promotion and promotion, access to financial resources, religious personality), 4. Islamic propaganda (honesty, abstinence) from false advertisements and slogans, educating customers, not hiding the defects of the product) and 5. Confronting the customer denying betrayal to competitors and not trying to Bankrupting them, complying with ethical frameworks, cooperation and alliance with competitors in order to expand activities at the market level and not improperly supporting a particular competitor, not presenting false effects to attract customers from other competitors) are among the factors of the Islamic marketing framework in Consumers of sports goods in a virtual way with a fuzzy Delphi approach
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