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بررسی تأثیر بازاریابی معنوی و جهتگیری کارآفرینی بر مزیت ‌رقابتی پایدار با میانجی‌گری قابلیت بازاریابی در مجموعه‌های ورزشی استان تهران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران

2 استاد مدیریت ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران

3 استادیار مدیریت ورزشی، گروه رفتار حرکتی و مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه ارومیه، ارومیه، ایران

چکیده

هدف پژوهش حاضر بررسی تأثیر بازاریابی معنوی و جهت‌گیری کارآفرینی بر مزیت رقابتی ­پایدار با میانجی‌گری قابلیت‌های بازاریابی در مجموعه‌های ورزشی استان تهران بود. جامعه آماری پژوهش مدیران مجموعه‌های ورزشی استان تهران بودند. با توجه به برآورد نمونه پژوهش در رویکرد معادلات ساختاری به ازای هر متغیر، 5 نفر در نظر گرفته شد؛ که از طریق نمونه‌گیری تصادفی ساده تعداد 93 پرسشنامه صحیح عودت شد. روایی پرسشنامه توسط اساتید مدیریت ورزشی و پایایی آن با محاسبه ضریب آلفای کرونباخ بیش از ۷0/۰ تأیید شد. برای تجزیه و تحلیل وضعیت جمعیت شناختی از آمار توصیفی و برای آزمون فرضیه ­ها از مدل­سازی معادلات ساختاری (SEM) استفاده شد. همچنین همه­ آزمون­ها با استفاده از  نرم ­افزار SPSS  و PLS Smart  تجزیه ­و تحلیل شد. یافته ­های پژوهش نشان داد که بازاریابی معنوی به طور مستقیم و با واسطه قابلیت بازاریابی بر مزیت رقابتی پایدار تاثیر مثبت و معناداری دارد. همچنین جهت‌گیری کارآفرینی به طور مستقیم و با واسطه قابلیت بازاریابی بر مزیت رقابتی پایدار تاثیر مثبت دارد و در نهایت نتایج نشان داد که قابلیت بازاریابی به طور مستقیم بر مزیت رقابتی پایدار تاثیر مثبت و معناداری دارد. بنابراین سازمان‌هایی که بر بازاریابی معنوی تمرکز می‌کنند و از جهت‌گیری کارآفرینی قوی برخوردارند، می‌توانند از طریق ارتقای قابلیت‌های بازاریابی خود به مزیت رقابتی پایدار دست یابند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the effect of spiritual marketing and entrepreneurial orientation sustainable competitive advantage with the mediation of marketing capability in sports complexes in Tehran province

نویسندگان [English]

  • Sakineh Lotfi Fard Shokarlo 1
  • Seyyed Mohammad Kashif 2
  • Meysam Noori khanyourdi 3
  • Mirhasan Seyyed Aameri 2

1 PhD Student in Sport Management, Department of Movement Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran

2 Professor of Sport Management, Department of Movement Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran

3 Assistant Professor of Sport Management, Department of Movement Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran

چکیده [English]

The aim of the present study was to investigate the effect of spiritual marketing and entrepreneurial orientation on sustainable competitive advantage through the mediation of marketing capabilities in sports complexes in Tehran province. The statistical population of the study was managers of sports complexes in Tehran province. According to the estimation of the research sample in the structural equation approach for each variable, 5 people were considered; from which 93 correct questionnaires were returned through simple random sampling. The validity of the questionnaire was confirmed by sports management professors and its reliability was confirmed by calculating Cronbach's alpha coefficient of more than 0.70. Descriptive statistics were used to analyze the demographic situation and structural equation modeling (SEM) was used to test the hypotheses. Also, all tests were analyzed using SPSS and PLS Smart software. The research findings showed that spiritual marketing has a positive and significant effect on sustainable competitive advantage directly and through marketing capabilities. Also, entrepreneurial orientation has a positive effect on sustainable competitive advantage directly and through marketing capability, and finally, the results showed that marketing capability has a positive and significant direct effect on sustainable competitive advantage. Therefore, organizations that focus on spiritual marketing and have a strong entrepreneurial orientation can achieve sustainable competitive advantage by improving their marketing capabilities.

کلیدواژه‌ها [English]

  • Sustainable economy
  • spiritual marketing
  • marketability
  • God-centered
  • sports
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مطالعات بازاریابی ورزشی
دوره 5، شماره 3 - شماره پیاپی 19
آبان 1403
صفحه 1-21
فایل ها
هم رسانی
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