شناسایی شاخص‌های مؤثر بر اصلاح الگوی ذهنی مشتریان مردد باشگاه‌های ورزشی

This research was conducted with the aim of identifying effective indicators on improving the mental pattern of hesitant customers of sports clubs. The research method was qualitative. Data analysis was done by thematic analysis method. Interviews were used to collect data. The validity and reliability of the research was confirmed through the criteria of validity, transferability, reliability and verifiability. A total of 13 interviews were conducted with experts (university professors and managers and coaches of clubs) and continued until the research reached theoretical saturation and adequacy, then the obtained data were analyzed using open, central and selective coding methods. Based on the findings, 56 basic themes were organized into 14 themes and 5 comprehensive themes were framed. Based on the findings, the structured themes include specialized knowledge, adaptation, synergy, environmental management, customer management, organizing affairs, attracting customers, communication and follow-up, responsibility, design and development, quality improvement, neuro marketing, recognition of mentality, advertising. Also, comprehensive themes include expertise, management, communication, service. In order to correct the mental pattern of hesitant customers of sports clubs, it is necessary to focus on the identified indicators in order to create the foundations for the tendency of hesitant customers to go to sports clubs

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Materials and Methods

The research method was qualitative (thematic analysis). The participants included university sports management professors with educational and research experience, managers and coaches of sports clubs who were interviewed (13 people in total). The selected sample was made by a theoretical and judgmental method. The estimation of the number of samples was based on the theoretical saturation of the extractive components of the research. The validity and reliability of the research was confirmed through the criteria of validity, transferability, reliability and verifiability. In order to examine the narrative, the findings of the research were presented to the participants and the text of the theory was studied by them and their points of view were applied. In the end, this research was studied and reviewed by the professors, and things were stated to correct or change the final theory. Reliability of data by showing the path of researchers' decisions and also placing all the raw data, analyzed, codes, categories, study process, primary objectives and questions at the disposal of the professors and with the accurate audit of the correctness of all the steps. The research was approved. To calculate the reliability of the test, a few interviews were selected as a sample from among the conducted interviews. Each of the interviews was coded twice in a short and specific time interval; Then the specified codes were compared with each other. In the present study, three interviews were selected from among the interviews and one of the researchers coded them within a month. In order to calculate the reliability with the intra-subject agreement method of two coders, a sports management expert who was present during the research and had adequate knowledge about this research, was requested to participate in the coding of the research as a colleague. The necessary training and techniques for coding were transferred to the research associate. Then the researchers coded two of the interviews with a colleague as examples, and the percentage of intra-subject agreement was calculated. It can be seen in Table No. 1, the total number of codes registered in the three interviews examined is equal to 40 codes, the total number of agreements between the codes is equal to 17. Therefore, the reliability between the coders for the interviews conducted in this research is equal to 86%; Therefore, considering that the reliability level is more than 60%, the reliability of coding has been confirmed and it can be said that the reliability level of the current interview analysis is appropriate.



Findings

Based on the findings, 56 basic themes were organized in the form of 14 themes and 5 comprehensive themes were framed. Based on the findings, the structured themes include specialized knowledge, adaptation, synergy, environmental management, customer management, organizing affairs, attracting customers, communication and follow-up, responsibility, design and development, quality improvement, neuromarketing, recognition of mentality, advertising. Also, comprehensive themes include expertise, management, communication, service, marketing. In order to correct the mental pattern of hesitant customers of sports clubs, it should be focused on the identified indicators in order to create the foundations for the tendency of hesitant customers to go to sports clubs.The findings showed that communication is one of the most important indicators to improve the mental pattern of hesitant customers of sports clubs. Successful communication can attract customers .According to the findings, one of the most important indicators to improve the mental pattern of hesitant customers of sports clubs is service. If fitness organizations satisfy members and provide services to meet or even exceed member expectations, they can increase retention and improve customer loyalty to the club.



Conclusion

Finally, it should be said that the mentality of customers is more than the quality of service and includes different mentality about relationships and the type of club management, the amount of advertising, etc. Therefore, based on the findings of the research, it is suggested that sports clubs do all their efforts to increase the quality of services. Using expert trainers, using strong, unique and creative advertising messages, using new marketing approaches, understanding the mindsets of customers and taking steps to attract as many of them as possible and communicating with customers in order to receive feedback and maintain relationships from offers. This is the research that if you focus on them, you can improve the mentality of the customers towards the club and create loyal customers. This research had some limitations and we can point out the lack of access to hesitant customers as an example. Also, some managers with a history of the club did not agree to cooperate with the research team, and these cases may have an impact on the quantity and quality of the results.