مطالعات بازاریابی ورزشی

شماره جاری

بر اساس شماره‌های نشریه

بر اساس نویسندگان

بر اساس موضوعات

نمایه نویسندگان

نمایه کلیدواژه ها

درباره نشریه

اهداف و چشم انداز

اعضای هیات تحریریه

اصول اخلاقی انتشار مقاله

بانک ها و نمایه نامه ها

پیوندهای مفید

پرسش‌های متداول

فرایند پذیرش مقالات

اطلاعات آماری نشریه

اخبار و اعلانات

The Effect of Click and Brick Strategy on Consumer Behavior in Sports Clubs

نوع مقاله : مقاله پژوهشی

نویسندگان

1 MSc in Sports Management, Faculty of Humanities and Social Sciences, Department of Physical Education and Sports Science, University of Kurdistan, Sanandaj, Iran

2 Professor of Sports Management, Faculty of Humanities and Social Sciences, Department of Physical Education and Sports Science, University of Kurdistan, Sanandaj, Iran

چکیده

This study examines the impact of different marketing strategies (Click and Brick, Pure Brick, and Pure Click) on customer satisfaction, trust, and word-of-mouth (WOM) marketing in sports clubs. In the digital era, sports clubs face challenges in selecting the optimal strategy for customer engagement. Using a causal-comparative method, this research sampled 360 customers from the Warzin Sports Club. Data were collected through standardized questionnaires measuring satisfaction, trust, and WOM, and analyzed using MANOVA tests. The findings reveal that the Click and Brick strategy significantly increases customer satisfaction, trust, and WOM tendencies across all three stages: pre-purchase, during purchase, and post-purchase. The results demonstrate the superiority of multi-channel strategies over single-channel approaches in the sports club industry. Sports clubs implementing the Click and Brick strategy, by offering services through various channels and maintaining continuous communication with customers in both physical and online environments, can generate higher satisfaction, greater trust, and more effective word-of-mouth marketing among their customers.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Click and Brick Strategy on Consumer Behavior in Sports Clubs

نویسندگان [English]

  • Mosab Khosravi 1
  • Sardar Mohammadi 2

1 MSc in Sports Management, Faculty of Humanities and Social Sciences, Department of Physical Education and Sports Science, University of Kurdistan, Sanandaj, Iran

2 Professor of Sports Management, Faculty of Humanities and Social Sciences, Department of Physical Education and Sports Science, University of Kurdistan, Sanandaj, Iran

چکیده [English]

This study examines the impact of different marketing strategies (Click and Brick, Pure Brick, and Pure Click) on customer satisfaction, trust, and word-of-mouth (WOM) marketing in sports clubs. In the digital era, sports clubs face challenges in selecting the optimal strategy for customer engagement. Using a causal-comparative method, this research sampled 360 customers from the Warzin Sports Club. Data were collected through standardized questionnaires measuring satisfaction, trust, and WOM, and analyzed using MANOVA tests. The findings reveal that the Click and Brick strategy significantly increases customer satisfaction, trust, and WOM tendencies across all three stages: pre-purchase, during purchase, and post-purchase. The results demonstrate the superiority of multi-channel strategies over single-channel approaches in the sports club industry. Sports clubs implementing the Click and Brick strategy, by offering services through various channels and maintaining continuous communication with customers in both physical and online environments, can generate higher satisfaction, greater trust, and more effective word-of-mouth marketing among their customers.

کلیدواژه‌ها [English]

  • Click and Brick Strategy
  • Multi-channel Strategy
  • Customer Satisfaction
  • Trust
  • Word-of-Mouth Marketing
  • Sports Club
مراجع
Anderson, E., Fornell, C., Cha, J., & Bryant, B. E. (1996). Customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.
Balasubramanian, S., Konana, P., & Menon, N. M. (2003). Customer satisfaction in virtual environments: A study of online investing. Management Science, 49(7), 871-889.
Blanchard, K., & Bowles, S. (1993). Raving fans: A revolutionary approach to customer service. William Morrow.
Corritore, C. L., Kracher, B., & Wiedenbeck, S. (2005). On-line trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58(6), 737-758.
Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243-256.
Day, M., Fawcett, S. E., Fawcett, A. M., & Magnan, G. M. (2020). Improving supply chain resilience: A relational view. The International Journal of Logistics Management, 31(1), 17-43.
Dholakia, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D., & Taylor, E. (2005). Consumer behavior in a multichannel, multimedia retailing environment. Journal of Interactive Marketing, 19(2), 12-30.
Feinberg, R. A., & Kadam, R. (2001). E-CRM Web service attributes as determinants of customer satisfaction with retail Web sites. International Journal of Service Industry Management, 12(5), 432-451.
Fernandez-Ferrin, P., & Roman, S. (2016). The individual as a moderator of the relationship between perceived quality and customer satisfaction in firm services. Total Quality Management & Business Excellence, 27(9-10), 1118-1130.
Flavián, C., Guinalíu, M., & Lu, Y. (2020). Mobile payments adoption – introducing mindfulness to better understand consumer behavior. International Journal of Bank Marketing, 38(7), 1575-1599.
Frasquet, M., Mollá, A., & Ruiz, E. (2015). Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping. Electronic Commerce Research and Applications, 14(6), 654-665.
Fried, H. O., Lovell, C. K., & Schmidt, S. S. (2008). The measurement of productive efficiency and productivity growth. Oxford University Press.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences, 27(1), 5-23.
Graham, M. (2004). Challenges for the development of multichannel retail strategy. Interactive Marketing, 5(4), 356-367.
Hughes, T. (2005). New channels/old channels: Customer management and multi-channels. European Journal of Marketing, 40(1/2), 113-129.
Ko, M., & Roztocki, N. (2009). Investigating the impact of firm strategy-click-and-brick, brick-and-mortar, and pure-click-on financial performance. Journal of Global Information Technology Management, 12(2), 21-43.
Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers and how do they perform? Correlates of multichannel shopping behavior. Journal of Interactive Marketing, 19(2), 44-62.
Laumon, A. (1998). Customer satisfaction measurement: A guide for users of ISO 9000: 2000. London: British Standards Institution.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Ribstein, L. E. (2002). Market vs. regulatory responses to corporate fraud: A critique of the Sarbanes-Oxley Act of 2002. Journal of Corporation Law, 28(1), 1-67.
Robinson, L. (2010). Customer expectations of sport organizations. European Sport Management Quarterly, 6(1), 67-84.
Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193-215.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2000). Driving customer equity: How customer lifetime value is reshaping corporate strategy. Free Press.
Selnes, F. (1998). Antecedents and consequences of trust and satisfaction in buyer-seller relationships. European Journal of Marketing, 32(3/4), 305-322.
Sewell, C., & Brown, P. B. (2002). Customers for life: How to turn that one-time buyer into a lifetime customer. Crown Business.
Song, J., & Zahedi, F. M. (2006). Internet market strategies: Antecedents and implications. Information & Management, 43(2), 222-238.
Stackline (2020). Top 100 fastest growing & declining categories in e-commerce. Stackline.
Steinfield, C. (2002). Understanding click and mortar e-commerce approaches: A conceptual framework and research agenda. Journal of Interactive Advertising, 2(2), 1-10.
Stilz, M., Bangert, C., Winter, R., & Mattern, F. (2019). Digital channels and technologies for commercial real estate leasing and marketing: A case study from the Swiss market. Journal of Property Investment & Finance, 37(4), 378-392.
Stragier, J., Evens, T., & Mechant, P. (2016). Broadcast yourself: an exploratory study of sharing physical activity on social networking sites. Media International Australia, 155(1), 120-129.
Trkulja, V. (2019). Motivational factors for participation in leisure sports activities: Developing a measurement instrument. International Journal of Physical Education, Sports and Health, 6(5), 13-18.
Tumijan, A. R. (2020). The effect of sports facilities and service quality towards customers satisfaction. International Journal of Economics and Business Administration, 8(4), 1053-1059.
Wilson, H., & Daniel, E. (2007). The multi-channel challenge: A dynamic capability approach. Industrial Marketing Management, 36(1), 10-20.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-37
مطالعات بازاریابی ورزشی
دوره 6، شماره 4 - شماره پیاپی 24
دی 1404
صفحه 100-112
فایل ها
هم رسانی
ارجاع به این مقاله
آمار