Hosein Poursoltani Zarandi
Abstract
One of the important approaches in data analysis is to help solve theoretical and practical problems based on the findings of other researchers. Meta-analysis is a method that uses the same and opposite results of other people's research and presents the extract of existing research on a specific topic ...
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One of the important approaches in data analysis is to help solve theoretical and practical problems based on the findings of other researchers. Meta-analysis is a method that uses the same and opposite results of other people's research and presents the extract of existing research on a specific topic based on the homogeneity or heterogeneity of scientific findings and based on valid and systematic scientific methods.In this research, 16 research articles on the relationship between service quality and customer satisfaction were used and meta-analysis of data in software (CMA2) was performed. According to Cochran Q test (Sig = 0.003, Sig = 683 / 579Q), it can be said that the present studies in meta-analysis are heterogeneous and therefore the random effects model (not fixed effects) should be used to interpret the combined effect size. The size of the random (combined) effect of the relationship between service quality and customer satisfaction is equal to 0.71 and with 0.95 confidence can be said to be in the range of 0.606 to 0.776. Interpretation of effect size According to Cohen's criteria, the effect size is large. Also, according to (Sig = 0.001, Zig = 10.264), the size of the random effect is significant.
Hosein RahimiKalour; Seyed Mohammad Reza Movahed
Abstract
Today, ethical behavior and concepts are considered as one of the most important drivers of sales and establishing long-term relationships between companies and customers, especially companies that produce and sell sports products. Accordingly, in the present study, the role of ethical behavior of sports ...
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Today, ethical behavior and concepts are considered as one of the most important drivers of sales and establishing long-term relationships between companies and customers, especially companies that produce and sell sports products. Accordingly, in the present study, the role of ethical behavior of sports store employees in the immediate buying behavior of consumers was mediated by trust and positive emotional response among consumers of sports goods of Majid brand. The present study was applied in terms of purpose and in terms of descriptive-correlation method with emphasis on structural equations. The statistical population of the study consisted of consumers of Majid sports goods. Sampling method was based on random sampling, according to which the questionnaire was distributed electronically among consumers of Majid sports goods, and finally 150 questionnaires were completed and returned Data were collected based on the standard questionnaire of eight questions of ethical behavior of sellers, eight questions of trust, four questions of positive emotional response and four questions of instant purchase. For external evaluation of the model, the combined reliability, Cronbach's alpha and convergent validity were examined and also according to Fronel and Locker criteria, the divergent validity of the model was examined which was satisfied in all criteria. Hypothesis analysis was performed using PLS software. The results showed that all research hypotheses were confirmed and the variable of ethical behavior of sellers, both directly and through the mediation of trust and a positive emotional response, has a positive and significant effect on the immediate buying behavior of consumers. According to the obtained results, it can be acknowledged that developing ethical criteria for sellers of sports goods and encouraging them to follow those criteria to create more trust and positive emotional reaction among consumers to succeed in persuading customers to make more immediate purchases, is important and It is considered necessary.
Ehsan Asadollahi; Reza Heydari; Reyhane Salari
Abstract
مقدمه: هدف این تحقیق بررسی تفاوت اثرگذاری انواع رسانههای ارتباطی بر روی هواداران تیمهای لیگ برتر فوتبال ایران بر اساس ویژگیهای دموگرافیک بود. باشگاه های ورزشی برای ...
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مقدمه: هدف این تحقیق بررسی تفاوت اثرگذاری انواع رسانههای ارتباطی بر روی هواداران تیمهای لیگ برتر فوتبال ایران بر اساس ویژگیهای دموگرافیک بود. باشگاه های ورزشی برای فعالیت های اقتصادی نیاز دارند که با هواداران و مصرف کنندگان خود ارتباط برقرار کنند. شناخت نوع رفتار مصرف کنندگان تاثیر بسزایی در برقراری ارتباط، شناخت رفتارها، علائق و شناخت تفاوت میان مصرف کنندگان دارد همچنین میتوان گفت که هیچ واقعه ی سیاسی، اجتماعی، علمی و... نمیتواند به اندازه رویداد ها ومسابقات ورزشی توسعه جهانی داشته باشد و صاحبان باشگاه ها به این موضوع توجه ویژه دارند به همین سبب از انواع رسانه های ارتباطی نظیر تلوزیون، صحه گذاری، روزنامه ها و مجلات و.... به منظور جذب هواداران و مخاطبان استفاده می کنند. روش شناسی: تحقیق حاضر به لحاظ ماهیت و هدف، کاربردی و از حیث روش، توصیفی مقایسه ای و به لحاظ نوع جستجوی داده ها، کمی است که به شیوه میدانی انجام و داده های مورد نیاز از طریق پرسشنامه جمع آوری شد. جامعه آماری تحقیق، شامل کلیه هواداران باشگاه فوتبال شهر خودرو (با سطح بالای مشارکت) می باشد که طبق آمار کمیته هواداران باشگاه بیش از 50 هزار نفر هستند. به جهت دستیابی حداکثری به ویژگی ها و نظرات جامعه مورد مطالعه، تعداد 500 نفر به عنوان نمونه و به روش نمونه گیری تصادفی ساده انتخاب شدند. جمع آوری داده ها با استفاده از پرسشنامه ویژگی های دموگرافیک (سن، سطح تحصیلات، سطح درآمد و وضعیت تاهل) و پرسشنامه محقق ساخته اثرگذاری رسانههای ارتباطی بود. یافته ها: یافته های این تحقیق نشان دهنده آن است که در ابتدا توزیع داده های این پژوهش غیرنرمال بود و از آمار ناپارامتریک استفاده شد. در گروه های سنی 36 تا 45 سال، 46 تا 55 سال و بالای 55 سال رسانه تلویزیون بیشترین اثرگذاری را داشته است. در گروه های سنی کمتر از 25 سال و 26 تا 35 سال، رسانه تلفن همراه و شبکه های اجتماعی بیشترین اثرگذاری را داشته است. همچنین در گروه های سنی 46 تا 55 سال و بالای 55 سال، رسانه مجلات و روزنامه ها بر این گروه سنی بیشترین اثرگذاری را داشته است. بعلاوه رسانه تلویزیون بر همه گروههای تحصیلی اثرگذاری داشته است. در ادامه در گروههای تحصیلی کمتر از دیپلم ، دیپلم ، فوق دیپلم و لیسانس رسانه تلفن همراه و شبکه های اجتماعی بیشترین اثرگذاری را داشته است. همچنین در گروههای تحصیلی لیسانس، فوق لیسانس و دکتری رسانه مجلات و روزنامه ها بیشترین اثرگذاری را داشته است. در گروه های با سطح درآمدی فاقد درآمد و گروه درآمدی کمتر از 500 هزار تومان رسانه تلویزیون بیشترین اثرگذاری را داشته است. در همه گروههای درآمدی، فاقد درآمد، کمتر از 500 هزار تومان، بین 500 هزار تا 1 میلیون تومان ، بین 1 تا 2 میلیون تومان و بالاتر از 2 میلیون تومان رسانه تلفن همراه و شبکه های اجتماعی اثرگذاری داشته است. در گروههای با درآمد 1تا 2 میلیون تومان و بالاتر از 2 میلیون تومان رسانه مجلات و روزنامه ها بیشترین اثرگذاری را داشته است. همچنین بین دیدگاه افراد مجرد و متاهل در مورد اثرگذاری رسانه های ارتباطی تفاوت معنی داری وجود ندارد. نتیجه گیری: به طور کلی می توان گفت که مطالعه رفتار و ویژگیهای جمعیت شناختی هواداران به منظور آشنایی با رفتارها و عادات، مسائل زیادی را در اختیار بازاریابان می گذارد. باید اذعان داشت هر فرد با فرد دیگر فرق می کند و بنابراین، باید این نکته را در نظر داشت که ویژگی های شخصیتی منحصربه فرد برای هواداران و مصرف کنندگان وجود دارد. با توجه به محدودیت های موجود در روند پژوهش محقق به این نتیجه رسید تفاوت معنی دار بین اثرگذاری رسانههای ارتباطی و ویژگیهای جمعیت شناختی در گروههای مختلف وجود دارد بنابراین باید توجه ویژه ای به حفظ روابط سودمند با هواداران با استفاده رسانه های ارتباطی باتوجه به اثرگذاری آن ها داشته باشند. در این برنامه هاباید تاکنیک های موثر تبلیغاتی و بازاریابی را نیز درنظر داشت. و همچنین به تحقیقات گستردهتری در زمینه های رسانه های ارتباطی جدید و نوظهور که در این پژوهش به آن اشاره نشده است، پرداخته شود. واژگان کلیدی: رسانه های ارتباطی، باشگاه های فوتبال، هواداران، فوتبال، ویژگی های دموگرافیک.
Ezatollah Shahmansouri; Javad Saadatmandi; Saadatollah Salehi
Abstract
The purpose of this research is to identify and prioritize the role of marketing mix elements on the income level of sports characteristics of Qom Province. The research method was descriptive-survey and in terms of purpose, was applied. The statistical population of the study consisted of all managers ...
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The purpose of this research is to identify and prioritize the role of marketing mix elements on the income level of sports characteristics of Qom Province. The research method was descriptive-survey and in terms of purpose, was applied. The statistical population of the study consisted of all managers of active sports halls in Qom Province (50 sports halls) ,a male manager and a female manager totaling 100 people. All individuals were selected as samples. The data gathering tool was a researcher-made questionnaire with a factor of 7 P. Data were analyzed using descriptive statistics, confirmatory and exploratory factor analysis, and Friedman test. All statistical steps were performed by SPSS software version 22. The findings of the study showed that the seven factors have an important role in generating income in private sport sites in Qom province, but their impacts are different.The priority of these factors are as follows: price component, location component, evidence-physical component, process component, program component, promotion component and people component.The results also indicated that there was a significant difference between the items of each of the seven components. As a result, it can be said that if managers of sports complexes use other elements of marketing in creative and innovative ways, they can gain the necessary buoyancy in customer profitability and satisfaction.
morteza rezaei soufi; Siavash Khodsparast; sina mohamadi
Abstract
The aim of this study was to investigate the effect of corporate social responsibility, digital marketing and fan intervention on brand love of sports teams (Case study: Speed Road Rasht). The method of the present study was descriptive-correlational. The statistical population of the study included ...
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The aim of this study was to investigate the effect of corporate social responsibility, digital marketing and fan intervention on brand love of sports teams (Case study: Speed Road Rasht). The method of the present study was descriptive-correlational. The statistical population of the study included all fans of Speed Road Rasht Football Club. To determine the minimum sample required in this study, the method presented by Barclay et al (1995) was used to determine the minimum sample in PLS3. The minimum sample size used according to the most relationships in the structural part of the main research model is equal to the product of 10 in 5, which is equal to 50; But in this study, to be more sure of the results, 250 questionnaires were distributed among the fans of Rasht Speed Road football club. Of these, 230 questionnaires were collected and 215 questionnaires were analyzed. The face and content validity of the questionnaire was confirmed by experts in this field. The reliability of the questionnaire was also confirmed by PLS3. Descriptive statistical methods (frequency and mean distribution tables and standard deviation) and inferential statistics (Kalmograph-Smirnov tests and path analysis) were used to analyze the quantitative data. All analyzes were performed using Spss21 and Pls3 software. Findings showed that social responsibility actions had a significant effect on brand love. The digital marketing variable on the club site had a significant effect on brand love. The digital marketing variable on Instagram had a significant effect on brand love. The digital marketing variable on the Telegram site had a significant effect on brand love. The intervention variable of team fans had a significant effect on brand love.
sardar mohammadi; Mohsen Heidari Toupkanlou; Abed Mahmoudian
Abstract
Given that many sports organizations can use research results, proper sampling and prevention of possible biases play an important role in the proper application of research. In this regard, it seems that the efforts of sports management researchers to accurately evaluate the methods used in research ...
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Given that many sports organizations can use research results, proper sampling and prevention of possible biases play an important role in the proper application of research. In this regard, it seems that the efforts of sports management researchers to accurately evaluate the methods used in research is a necessary step to increase the quality of research in the field of sports management. One of these methods is to try to increase the response rate and reduce the bias of the samples without answering the questionnaire. Sample bias without answering the questionnaire should be checked in the samples, then this bias should be reduced as much as possible in the results of the final study. Otherwise, the conclusion of the study may be distorted. In most cases, there is little knowledge about sample bias without answering the questionnaire, so it is difficult to assess their impact on the final analysis of the data. This study aimed to analyze the reporting and management Nonresponse in sport marketing management articles published in the Journal of Sport Management. The specific objectives of this research include the following: Objective 1: To study the sampling method and the method of data collection used. Objective 2: To evaluate the response rate to the questionnaire and the strategy to increase the response rate. Objective 3: Review the strategies used for unanswered management. The study population consisted of all articles published from the first issue of 2016 to the end of 2016 (N = 431) were analyzed by a coding sheet. All articles published in the field of sports marketing in sports management journals were analyzed using content analysis method, which is a systematic technique (Berger, 2000). Qualitative content analysis is appropriate when existing theories or research literature are limited to a phenomenon (hsieh & Shannon, 2005). The instrument used in this study was based on previous research (linder et al., 2001; miller & smith, 1983). Thus, the data collection tool in this study includes a coding sheet that the data were collected according to the following instructions. The validity of coding sheet was measured by ten of sport marketing and management experts specializing in the analysis of content. Using Scott test, the coefficient of agreement between coders was more than 90%. The results showed that a small number of articles published (5% of the articles) have pointed to the response rate As well as any articles Nonresponse as a threat to external validity. Not refer How to control and manage Non respons. As mentioned, samples without answering the questionnaire and their management was the main motivation for the current research. The findings show that non-questionnaire samples have not been an important issue and concern for the vast majority of authors of sports marketing articles. Of the 431 articles published that should have considered unanswered bias (given a response rate of less than 85%), none of the articles referred to bias of unanswered samples as a threat to external credibility, so pursuing management and They have not been in control of this bias either. Also, out of the total number of published articles, only 25 articles mentioned the response rate. This indicates that sports management researchers are unaware of this and are not concerned, but this (bias of samples without answering the questionnaire) may be a threat to external credibility. Therefore, if in a study the response rate to the questionnaire was less than 85%, there may be a bias of samples without answering the questionnaire, in which case this bias should be controlled. In general it can be said that researchers reporting the response rate to the questionnaire, if the response rate was less than 85% using of one of the three methods (Comparison of Early to Late Respondents, Using “Days to Respond” as a Regression Variable and Comparison of Respondents to Nonrespondents) to control and manage Non respons. If through this research we conclude that these methods are effective in controlling bias without response, then as much as possible these methods will be applied in future research of sports management to control one of the most important errors that are less considered. Finally, according to the materials and results obtained from the present study, which showed that both researchers and reviewers of sports management journals, especially in the field of sports marketing, do not pay much attention to the appropriate response rate (above 85%). Therefore, in most of the reviewed articles, they do not mention the response rate. Due to this, research that has a response rate lower than 85% is at risk of unanswered bias. As a result, researchers need to report the response rate if needed, and if the response rate is less than 85%, to implement the method to control and manage non-response bias.
Nasser Bay; Sakineh Khosravi
Abstract
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 ...
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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.
