Farideh Izadishahnani; sara keshkar
Abstract
The purpose of this study was to identify the barriers and strategies for using network marketing in sport industry in Iran. The study was qualitative research in which Thematic analysis was used to analyze data in three stages of open coding, the main and selective categories. The participants were ...
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The purpose of this study was to identify the barriers and strategies for using network marketing in sport industry in Iran. The study was qualitative research in which Thematic analysis was used to analyze data in three stages of open coding, the main and selective categories. The participants were selected based on Triangulation technique and included of experienced experts in network marketing, sports management experts who had related scientific works and researches. Participants were selected using purposive sampling method and thus the interviews started with 5 people and continued until reaching the theoretical saturation (N=25). The reliability of Crippen Dorf alpha (α) coefficient was 0.84, which indicates the desired reliability. Today, with the industrialization of sports, earning capital and generating income for sports organizations is accompanied by processes such as ticket sales, television broadcast rights, attracting financial sponsors and other similar cases, and taking advantage of marketing opportunities in sports creates the necessary platforms for interaction between Industry, trade and sports and have become a strategic bridge for the development of sports and its economic prosperity. The producers of sports products and services turn the competitive environment into an opportunity to gain the most profit by producing, creating and exchanging products and values with others and using the network marketing method, and in the production and sale of sports products and services, on the one hand, it creates employment and causes economic and social prosperity.Network marketing, which is also known as multi-layer marketing or matrix, is a type of business in which consumers of a manufacturing company can be marketers of the products they consume and lead to employment in sports businesses, advertising sports products, healthy competition increases competitive sports brands and customer satisfaction from electronic sales. In the following research, after conducting the interviews and converting them into text, the data obtained from the interviews were examined and the main items were identified, and then the similar items were converted into concepts, and in the next step, the concepts aligned in the classes. A unit was placed and codes were assigned to them, and finally the codes became central and main categories. In the open coding phase, there were 104 primary codes (raw concepts), in the central coding phase, there were 26 categories, and in the coding phase, finally 12 themes were selected, identified and extracted.In fact, network marketing in the country's sports industry is a young system that has faced many challenges and ups and downs since its emergence due to its similarity with pyramid networks, however, accepting this as an effective commercial tool is inevitable. and in Iran due to high liquidity among the people and the lack of safe and profitable investment, it has many fans and due to the sanctions, it is struggling with, the use of network marketing in the production of sports goods and services and providing international markets, in addition to the national currency, it helps to maintain or improve the income level of citizens in the long term. Therefore, network marketing has its own rules and you cannot succeed in it with the principles and solutions of traditional business. In this business, the intellectual frameworks must be corrected; because the main core in this profession is training with the aim of identifying and educating people who are at a high level in terms of knowledge, work and motivation, and its basis is compatibility with technology and innovation, perhaps this is why organizations with multi-level marketing are preferred. They use flat structures similar to organic organizations.The findings of the research showed that the obstacles to the use of network marketing in sports in the country include five main categories of managerial obstacles (they are human resource management, product quality and managers' expertise), economic (increasing intermediation and unsuccessful marketing), legal (injustice and lack of legal permissions), psychological (psychological effects and damage of intellectual resources and opportunities) and cultural (lack of jurisprudential permission, social prejudice and media content). The solutions to use this network marketing require the removal of information barriers (education, information and media awareness), legal (removal of legal barriers and revision of laws), technology (use of technology) and social (removal of discrimination and fan organizations) and the result of the application of network marketing in Iranian sports is obtaining economic benefits (increasing liquidity, economic savings, improving the quality of services and empowering human resources), improving the quality of services (improving the production process and customer satisfaction) and empowering human resources (improving the ability of human resources and optimal utilization of facilities) in the sport of the country.
Neda Ziaei ghochan atigh; Ali Benesbordi; Parvin Shooshi nasab
Abstract
The advent of social media in the last decade has changed the speed and scope of communication and interaction between individuals and organizations around the world and has also affected the way we behave and communicate with others. Comparing to the offline environment, the online environment offers ...
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The advent of social media in the last decade has changed the speed and scope of communication and interaction between individuals and organizations around the world and has also affected the way we behave and communicate with others. Comparing to the offline environment, the online environment offers more opportunities for interactive and personal marketing. Nowadays, brands use social media extensively to attract customers and have expanded in social networks, Which is one of the used strategies to increase the fans and using their club customers for getting more customers. Linking brand communities to social media leads us to the concept of brand communities created on social media, which is a subset of the broader concept of "virtual communities" or online brand communities. Brand communities also provide brand information to members of the community and help the organization to build a strong brand; At the same time, brand communities help to share information, to continue brand history and culture, and help consumers to promote loyalty. Social media plays a key role in making relationships between existing and potential customers and promoting their loyalty. The issue of loyalty is important, because it can be said that the most important property of many companies are their loyal customers. Various factors and variables play a role in creating loyalty. The results of previous research have shown that to what extent social media has a role in attracting customers and raising their demands, and as a result, increasing level of loyalty. This can also be true for Iranian sports clubs, but it needs a scientific study. In this study, the components of opinion seeking (user characteristics) and entertainment value (content features) of club's social media, participation and customer interaction in the club's social media and online brand social identity with loyalty were examined. The brand literature and research background have not paid enough attention to the relationship between these components and customer loyalty and there is still no coherent framework for it. Given this content and the importance of promoting loyalty, the researcher in this study examined the role of social media on online brand community identification and loyalty of sports club customers. The research method is descriptive and correlation kind, which was performed in the field form and is in the category of applied research. The instrument used in this research was the Yoshida et al. (2018) questionnaire, which includes this sections: demographic questions and specialized questions, including opinion seeking (user features) with 3 items, entertainment value (content features) With 3 items, online brand social identification with 3 items, social media interaction with 7 items and customer loyalty with 3 items. The statistical population of the study included the customers of fitness and aerobics clubs in Mashhad, which had active social media such as Instagram, Telegram and the website, and presented special activities to attract and interaction their customers on these pages. G-Power software was used to determine the sample size. Based on the software output, the statistical sample size should be 197 people. The research questionnaire was designed online and posted on the clubs' social media, and finally 190 complete questionnaires were received, which was acceptable considering the 95% return rate. Structural equation modeling was used to analyze the data. Findings showed the Cronbach's alpha value and the combined reliability were higher than 0.7 and the factor loading of all items was greater than 0.4, indicating the reliability of the measurement model. The AVE value for all components was greater than 0.5, indicating the convergent validity of the measurement model. Fornell-Larker test also showed that divergent validity of the research model is appropriate that. In the structural model, T values were greater than 1.96, which indicates the significance of the path coefficients, and R2 also greater than 0.36, which confirms the quality of the structural model. Also, the value of GOF was 0.61, which indicates a strong fit of the model. Based on the test results of the research model there was a significant relationship between opinion seeking(user characteristics) of club's social media and participation in social media, there was a significant relationship between opinion seeking and Online brand community identification, there was a significant relationship between opinion seeking and customer loyalty. There was a significant relationship between entertainment value (content features) of club's social media and participation in social media, there was a significant relationship between entertainment value and Online brand community identification, there was a significant relationship between entertainment value and customer loyalty. There was a significant relationship between participation in social media and Online brand community identification. There was a significant relationship between participation in social media and customer loyalty. Finally there was a significant relationship between Online brand community identification and customer loyalty of fitness and aerobics clubs in Mashhad. Therefore, the ability to opinion seeking and entertainment value of club's social media is effective in customer online brand social identification and loyalty. Also as the level of interaction and participation among customers increases, long-term relationships will be formed between them, the online brand social identification will be strengthened, and ultimately the level of customer loyalty will increase. It is necessary for managers to be more careful in using these media and networks because it is a good platform to retain customers and attract new customers. In this regard, it is recommended to club managers: use the Instagram social network because it is used more by customers and on the other hand provides the conditions for communication and two-way interaction, and also attractive visual content can be sent through it. Produce and publish quality content related to the conditions of the club and prevent from providing unrelated content, which will reduce the attractiveness of the page. One of the best and fastest ways to increase customer engagement and participation in social networks is to hold a competition, so by creating various competitions and challenges with the presence of famous people, you can increase the number of visits and interactions in the social network and attractiveness of your page.
hossein alimohammadi; hossein kordlu; javad Adabi Firouzjah; Narges Gerami
Abstract
The increase in demand for sports and physical activity services and the increase in the number of companies providing these services has caused competition in this sector like in other sectors. In order to stay in the field of competition, attention to the quality of services has always been expanding, ...
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The increase in demand for sports and physical activity services and the increase in the number of companies providing these services has caused competition in this sector like in other sectors. In order to stay in the field of competition, attention to the quality of services has always been expanding, and the different characteristics of services make the evaluation of service quality and, of course, its quality improvement very complicated. This issue requires the use of a suitable tool to evaluate the quality of an intangible product. Consumers now have more information and knowledge about services than ever before, which organizations use as a competitive tool in the market. Several models have been used to evaluate service quality in sports events. One of the approaches is to use the SERVQUAL model. Considering that the quality of service is focused on customers and one of the environmental factors affecting organizations are the customers of those organizations, management experts have listed customer satisfaction as one of the most important duties and priorities of management of organizations and the necessity The constant and stable commitment of top managers to attract the opinion of customers has been considered as the main prerequisite for success. The higher the level of customer satisfaction, the more profit it will bring to the company. Customer satisfaction is a post-purchase evaluation in which the selected options at least give results (exceed), are equal to or exceed the customer's expectations, while if the results obtained do not meet the consumer's expectations or in other words Customer satisfaction is a personal behavior, dissatisfaction is created after comparing the performance (or results) that he feels compared to his expectations. In fact, customer satisfaction is the result of satisfying the customer's needs and it expresses a kind of subjective judgment about the product or service. Satisfaction is the most common predictor of loyalty and there is extensive literature that links the two variables in sports organizations. The model of creating loyalty through increasing the quality of services and gaining satisfaction is one of the most common models that has been discussed in studies related to customer loyalty and satisfaction in various researches. Loyalty comes from belief in the quality of services, psychological decision (behavioral intentions) and positive and favorable attitude, and it is the repetition of purchase behavior and stability in purchase behavior. Considering the fact that the satisfied customer will most likely continue to follow up and purchase more continuously, they will also deal with word of mouth advertising and increasing the volume of use of the facilities. For this reason, it is stated that success in the profession increases as a result of the presence of loyal customers, the reduction in time spent searching for new customers, and the enthusiasm and willingness of customers to pay a higher price due to the provision of high-quality services. In recent years, due to the relative promotion of the role and position of sports among people in the society, managing the quality of services and evaluating customer satisfaction and loyalty has become one of the main concerns of sports sector managers. Managers in this department want to know how they can more effectively measure the quality of services and evaluate customer satisfaction and loyalty in their organization, also managers of all clubs and sports centers are looking to increase the number of their loyal customers and customer evaluation can be a great help to them. Therefore, this research, while focusing on the customers of health sports services, by comparing the loyalty pattern and repurchase intention of the customers of recreational and sports complexes, based on service quality and satisfaction, seeks to determine whether the conceptual model for evaluating the loyalty of new and old customers of recreational and sports centers based on quality Can the service be explained? In this research, the target statistical population includes all customers who use the services of recreational and sports complexes in Isfahan city, and these customers were selected as available samples. Based on Morgan's table, the maximum sample size of 384 people was selected. In this study, new customers (156 people) have been in the clubs for 1 to 6 months, and customers who have been members of the club for more than 6 months are considered as long-term customers (228 people). In this research, the questions raised in the questionnaire were set based on a 5-point Likert scale (strongly agree, agree, have no opinion, disagree, strongly disagree). The questionnaire used has 72 questions, which consisted of 5 sections including personal information, service quality, satisfaction, customer loyalty and return decisions. In this research, standard questionnaires whose validity has been confirmed by sports management experts and professors (ten people) have been used. Cronbach's alpha coefficient for service quality was 0.89, satisfaction was 0.93, loyalty was 0.85 and return was 0.72. Descriptive statistics and inferential statistics including Kolmogorov Smirnov test to measure the normality of data distribution, Pearson correlation test to determine the relationship of variables and structural equations to determine the fit of the model were used to analyze the data. The findings showed that the correlation between the variables of the research is between 0.59 and 0.75, the highest correlation between the variable of loyalty and the variable of willingness to return is r=0.75, the correlation between the variable of service quality and the variable of customer satisfaction is r=0.66. =, on the other hand, the relationship between satisfaction variable and loyalty variable is r=0.63. It is necessary to remember that all the relationships between the variables are positive and direct. In general, according to the significance of factor loadings and desirable indicators of model fit, it can be said that the model of the communication path of the perceived quality of sports services, satisfaction, desire to return and loyalty of long-standing customers of Isfahan's recreational and sports complexes has a good fit based on the conceptual model. The fit of both models was confirmed and therefore it can be acknowledged that the conceptual model of this research with the modifications made in both groups of new and old customers has a good fit and no difference can be seen in this respect. Based on the findings of the modified model, it can be said; The path model has a good fit with the data in both groups of new and old customers. In general, according to the significance of factor loadings and desirable indicators of model fit, it can be said that the model of the communication path of the perceived quality of sports services, satisfaction, desire to return and loyalty of new and old customers of Isfahan's recreational and sports complexes is based on a conceptual model of It has a good fit. According to the modified model of the communication path, it can be said that service quality has a significant relationship directly with both satisfaction and loyalty. Satisfaction has a direct and significant relationship with loyalty and the desire to return, and loyalty has a direct and significant relationship with the desire to return all customers. Based on this, it is suggested that the managers of sports complexes try to maximize the quality of services in sports clubs and keep them at the desired level while paying full attention to the different dimensions of service quality.
Mohammadali Noudehi; Mojtaba Ahmadi
Abstract
The purpose of this study was to identify and rank the components of sports business development in Golestan province. The issue of interest for this study, sports business development, is understood as an emerging and constantly evolving area of the business and management world..Because of this, analyzing ...
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The purpose of this study was to identify and rank the components of sports business development in Golestan province. The issue of interest for this study, sports business development, is understood as an emerging and constantly evolving area of the business and management world..Because of this, analyzing the sports environment through entrepreneurial processes is useful in improving the well-being and performance of sports companies, as well in increasing their economic production. The most challenging face of sports entrepreneurship is the need to progress at the same pace as the industry. In this regard, sports entrepreneurship in Iran has not yet been able to identify the motivations and needs of entrepreneurs. The aim of this study was factor analysis of components of sports business development in Golestan province. The research method was descriptive-analytical. The statistical population consisted of all sports business owners, sport managers and physical education professors in Golestan province (N = 1200) and the sample size of the study was (n = 297) that selected with Quota Sampling. A researcher-made questionnaire with 28 items and 4 components in the areas of specialty (6 items), environmental (6 items), commercial (7 items) and management (9 items) was used for data collection. Also, confirmatory factor analysis was used to evaluate the construct validity of the questionnaires. The validity of the questionnaire was confirmed by 8 professors. To measure the reliability, questionnaires were distributed among 30 people in the research sample and the results were in SPSS 1 software. The combined method was recorded and the Cronbach's alpha coefficient for the questionnaire α = 0.76 was obtained, which is acceptable. To analyze the data analysis in the qualitative stage of the research, the qualitative content analysis method was used, the text of the interviews was implemented and their key points, which were in line with the objectives of the research, were coded. Finally, the components of sports business development were identified and approved by a group of experts. In the quantitative stage of the research, after compiling the desired indicators in the qualitative stage, compiling, distributing and collecting questionnaires, descriptive statistics (frequency, mean, percentage and frequency) and inferential statistics (exploratory factor analysis) were used to analyze the obtained data. All analyzes were performed using SPSS statistical software. Version 21 and LISREL version 8.5 were performed. According to the findings of the descriptive part of the research, among the statistical sample in the qualitative part, 7 persons were university professors, 4 persons were sports administrators and 6 persons were sports experts. Also, among the statistical samples of the quantitative research section, 137 persons were sports club managers, 24 persons were pool managers, 19 persons were sports product manufacturers, 74 persons were sports shop managers and 43 persons were football school managers. According to the research findings, four different factors including specializedty, environmental, managerial and commercial factors were effective on the development of sports businesses in Golestan province that should be considered. The results of the present study with the research findings of Javanmaed & Farzan (2021), Al Mamun (2018), Viliamos & Tzeremes (2012), Ghorbani & Vahdani (2016), Azimzadeh et al. (2014), was consistent. Based on the results in this section, it can be acknowledged that one of the main and important factors in the development of sports businesses is the factors related to the expertise of the entrepreneur. And the entrepreneur in order to succeed in developing his business must have different expertise and capabilities. For example; Ability and mastery in information and communication technologies, ability, experience and expertise in relation to national and international sports organizations, ability, experience and theoretical and practical management expertise Sports, Ability and experience in holding sporting events, volunteering activities, internships and internships in sports organizations can play a key role in the process of creating and developing sports businesses and therefore it is very important to pay attention to these factors. Findings showed that environmental factors were effective in the development of sports businesses. In other words, the research samples mentioned environmental factors as one of the important factors for the creation and development of businesses. The research findings showed that the managerial factor has a significant effect on the development of the business model. This finding is consistent with the findings of Dastoom & savadi (2017), Carlos et al. (2016), Vivianna (2017), was consistent. Factors such as ability and mastery in goal setting, planning and path selection in sports business, ability and mastery in working with people in sports business, ability and mastery in resolving conflicts in sports business, ability and mastery in decision making sports business issues, ability and mastery in monitoring, evaluation and control of sports business affairs, ability and mastery in leadership, guidance and coordination of sports business affairs, ability and mastery in negotiation, bargaining, bargaining, holding Meetings and time management in sports business, ability and mastery in organizing and allocating sports business resources, ability and mastery in perceiving and analyzing sports business issues have an effective role in management. Findings showed that the commercial factor has a significant effect on the development of sports businesses in Golestan province. In the field of business, the main goal is to increase customer and organizational satisfaction, as well as increase the interests of both parties and improve efficiency in marketing, sales and service and support structures. According to the research findings, managers and relevant stakeholders in the province can use the factors identified in the present study to develop sports businesses whose role in the development of such businesses was confirmed in order to improve the employment situation and reduce unemployment in the province. And by holding training workshops for students and graduates of the field of physical education of athletes, coaches and members of sports teams as well as owners of sports businesses in the province and familiarize them with various factors affecting this area and appropriate planning at management levels and reduce problems and Existing restrictions provide suitable conditions for the development of sports businesses in the province.
Maryam Khalili; Hashem Kozehcian; Marjan Saffari
Abstract
By the successfulness of social media in various fields and its effectual presence in the daily lives of its users, marketing and advertising in this ubiquitous medium has many fans. Especially since 2018, when the Corona virus epidemic broke out, many businesses have been closed, and instead the growth ...
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By the successfulness of social media in various fields and its effectual presence in the daily lives of its users, marketing and advertising in this ubiquitous medium has many fans. Especially since 2018, when the Corona virus epidemic broke out, many businesses have been closed, and instead the growth of businesses and commercial activities in social media accelerated. Among the most popular social media among people in the world, especially Iranians, is Instagram. Although advertising and marketing have a special place on Instagram, one of the main reasons for promoting advertising on this social network is related to its audience, which has attracted the attention of marketers. Case studies and statistics from Instagram show that its audience includes a group of very active users who are willing to buy and interact with advertisers. In addition to social media, another component that makes advertising attractive and drives brand sales is sports. In an environment where trust in organizations and advertising has declined, advertising through sports is a way to gain a competitive advantage and serve as a communication tool to achieve marketing goals and support consumers. Therefore, creating a market and demand and maintaining and increasing market share are among the goals of advertising through sports.The combination of two influential components in the effectiveness of advertising, i.e. sports and social networks, has caused marketers to make significant investments in this regard, so that among the most visited Instagram pages, sports pages with different contents, including the personal pages of athletes, the page of sports clubs, the entertainment news regardin sports, scientific-sports pages, including fitness and nutrition, have been able to attract the attention of users. Naturally, advertising alone is not the reason for increased sales and good profits. Research should be done to find out how effective the ad was by taking into account the audience and visitors of the ad. Most researchers refer to attitude as an effective component of advertising effectiveness. In other words, attitude is a combination of beliefs and emotions that prepare a person in advance to view other people, objects, and events positively or negatively. Consumers' attitudes toward advertising can be the basis for believing and accepting advertising. Attitudes are influenced by several factors, the most important of which is gender. Gender is considered a key variable in marketing segmentation and plays an important role in moderating consumer judgments. In general, it can be said that women and men are biologically different, have different thinking patterns, and behave based on different goals. These differences may influence the outcome and evaluation process of Internet advertising. Thus, based on the research that has been conducted on the decision-making process of people, there are two mechanisms to explain the role of gender in evaluating the effectiveness of advertising: One is a direct role, e.g.: Gender has a direct and important influence on the decision outcome. Another is the moderator role, for example: gender influences the decision-making process or moderates the relationship between independent and dependent variables and the decision outcome. Therefore, in this study, gender was used as one of the main factors influencing the attitude toward advertising through sports in social networks.Taylor, Lewin, and Strutton's (2011) model has been used to evaluate the effectiveness of social media advertising. It is one of the most important research models used in the field of evaluating the effectiveness of advertising in social media and is the main basis for subsequent models. In this model, there are eight independent components (entertainment, informativeness, self-brand congruence, peer influence, quality of life, time structure, invasiveness, and privacy concerns) and one dependent component (attitude toward social media advertising), as well as a moderating component, which is gender. The reason for using this model for the current study is to find out what is important to cyberspace users and what influences their attitudes toward advertising so that marketers and advertisers can use these components when designing and publishing their advertisements on social networks, leading to positive user attitudes toward advertising through sports on social networks.The present study was conducted with the aim of analyzing the gender factor in the effectiveness of advertising through sports in social networks (case study: Instagram), the research being applied in terms of purpose and descriptive-correlative in terms of method. To collect the research data, the questionnaire on attitudes towards advertising in social networks by Taylor & et al. (2011) was used. This questionnaire, with a five-point Likert scale, assesses attitudes toward advertising on social networks and consists of two parts: The first part contains demographic questions and the second part is the main questionnaire, which includes nine components and 39 items. Celebi's (2015) questionnaire was designed based on the same model with slight modifications to adapt to Instagram advertising, so six items from this questionnaire were added to Taylor & et al.'s (2011) items for the attitude toward advertising component. The above-mentioned questionnaire was approved in terms of content and form by eight experts, including professors and experts in sports marketing and advertising management, after a three-stage translation process, and the proposed changes were adopted. The statistical population of the study is the users of Instagram sports pages. Therefore, the users of posterfootball, posterfutball, akhbare_perspolis, chejazab, science.base.fit and faculty.of.sport.sciences pages were selected as the available sample, which includes more than 100 thousand users in total. The questionnaire was designed using Google Docs and its link was placed in the story and bio of the mentioned sites. An advertising video of the LG brand was placed in the form of a post on the mentioned sports pages and users were asked to participate in this survey after watching the video. Finally, 260 questionnaires about the desired sports pages were collected and analyzed, the final results of which are listed in the research results section. In addition, smart PLS 3 software was used to analyze the data and verify the model based on the structural equation modeling method.The results revealed that among independent factors, invasiveness and self-brand congruity were meaningful commonly between males and females. Also, informativeness among females, and entertainment and peer influence among males were meaningfully related to attitude. According to the results, if a brand wants to promote a product or service using sports on social networks, it is necessary to increase the effectiveness of advertising by considering the gender of the advertising audience and the factors influencing the formation of their attitude.
Ali Moattar; Sedigheh Eslami; Hamid Ghasemi
Abstract
In recent years, with the intensification of competition in the field of sports, serious attention has been paid to sports marketing. Sports clubs serve customers with the aim of returning customers. Studies have shown that the desire to return a customer is related to their level of satisfaction. On ...
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In recent years, with the intensification of competition in the field of sports, serious attention has been paid to sports marketing. Sports clubs serve customers with the aim of returning customers. Studies have shown that the desire to return a customer is related to their level of satisfaction. On the other hand, the level of custemers satisfaction is determined by the quality of the services provided. In fact, nowadays, quality is defined by the custemer’s demand, and the customer’s perceptions and expections are considered the main determinants of quality. The purpose of this study was to determine the moderating role of social media in relationship between service quality, customer satisfaction and customers' behavioral intention in swimming clubs.This research is applied, descriptive and correlational. The statistical population of this research was the customers of swimming clubs in Tehran. Sample size was determined by Cochran formula. Cluster and random sampling was performed to select 384 persons. The service quality questionaire (Liu, 2008), (Liu investigated the validity and reliability of the questionnaire with exploratory factor analysis and Cronbach's alpha coefficient. Also, Mahmoudi et al. (2014) using the KMO index and Bartlett's test obtained the validity of the questionnaire at 0.872 and 0.001, respectively, and obtained the reliability of the questionnaire at 0.91 using Cronbach's alpha coefficient.), customer satisfaction questionaire (Chen, 2005), (This questionnaire is standard and Chen considered it valid and reliable. Also, Fasnaqari et al. (2016) evaluated its reliability with Cronbach's alpha coefficient of 0.87.), customers' behavioral intention questionaire (Parasuman, 1991), (This questionnaire is standard and has been used in many researches and its validity and reliability have been confirmed. Kurdlo et al. (2015) reported the reliability of the questionnaire with Cronbach's alpha coefficient of 0.92.) And researcher-made social media role questionnaire were used for data collection. The validity of the questionnaires was confirmed again by the supervisor and a number of experts in the field of research. The reliability of the questionnaires was evaluated again by factor loadings, Cronbach's alpha, composite reliability, and mean extracted variance. In this research, the data obtained from the research questionnaire was used to evaluate the research measurement model, including the factor loading and t-statistic value for the questionnaire questions, Cronbach's alpha, composite reliability and mean variance extracted from SmartPLS software. Also, in order to evaluate the structural model of the research, including the causal and moderating relationships between the research variables, the structural equations method was used using SmartPLS software, as well as the correlation test with SPSS software. The results of Spearman correlation test showed that the quality of service has a significant direct relationship with customer satisfaction and customers' behavioral intention. Customer satisfaction also had a significant direct relationship with customers' behavioral intention. The results of the structural equation method showed that social media moderates the relationship between service quality and customer satisfaction. Social media also moderates the relationship between customer satisfaction and customers' behavioral intention. It seems that the quality of swimming club services, including health and welfare facilities, safety, responsible behavior of employees, as well as responsiveness, commitment and empathy of employees regarding swimming club services, improves customer satisfaction. On the other hand, the quality of swimming club services can affect customer loyalty.The quality of service with all its dimensions, which includes facilities, appropriate services and appropriate behavior of employees, is effective on the loyalty of customers and their decision to attend again; For example, it is important for customers to see that swimming instructors act responsibly towards proper swimming training and that their training is accompanied by the empathy of customers. This case is especially effective in relation to customers' decisions regarding the desire to attend swimming lessons with their children. On the other hand, whenever customers are satisfied with the swimming club, its facilities, services, and the behavior of the staff, they have a better perception of the club and this issue is effective in deciding to attend again. In fact, customers should be sure that the equipment is sufficient to continue their presence in the club. This confidence is formed by comparing different clubs and also the mental prerequisites of people regarding the necessary equipment. It is also necessary for people to feel comfortable in the club; This feeling of comfort is related to the design of the structure and components of the club, the process of training and swimming in the club, the training process, the feeling of comfort with the staff and trainers, and these parameters are effective in the decision of customers to attend the club again. On the other hand, social networks have helped to understand what customers expect from services, and customers of organizations that use social networks have a better understanding of the services provided. There is a significant difference between the perceived value in the two positions of buyer and seller; Social media facilitates the communication and interaction between the buyer and the seller, and in this way, better understanding of the quality of service expected by the customers from the buyer's position and vice versa. As a result, the seller can provide his services with the quality expected by the customers and in this way increase the satisfaction of the customers. In fact, by helping the effective communication and interaction of the users and the seller, the social media helps to bring closer their perception of the quality and quantity of the service and as a result to improve the quality of the service and in this way it moderates the effect of the quality of the service on the satisfaction of the customers. Also, by improving the image of the club as one of the components of satisfaction, social networks can adjust the relationship between customer satisfaction and the desire of customers to attend swimming clubs. Tuse social media cause more, better and faster interaction between the club and customers. It is suggested that the clubs conduct surevys and receive users’ opinions related to the services, so that clubs can provide the services desired services to the customers.
hamed buruoshak; Seyed Nemat Khalifeh; Mahvash Noorbakhash; Parivash Noorbakhsh
Abstract
Individuals' motivation to initiate and adhere to physical and cognitive exercise and a deeper understanding of it allow prescribing a personalized exercise program that maximizes adherence and ultimately proficiency. In addition, measures of an older person's motivation maintain the identification of ...
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Individuals' motivation to initiate and adhere to physical and cognitive exercise and a deeper understanding of it allow prescribing a personalized exercise program that maximizes adherence and ultimately proficiency. In addition, measures of an older person's motivation maintain the identification of targets for new physical and cognitive exercise interventions, thereby enabling program adherence. Promoting the physical activity of the elderly improves health and well-being, creates a healthier and stronger society, reduces treatment costs, increases social interactions, creates an active society, Increases self-expression and self-esteem, and ultimately being active in life. The purpose of the research was to explain the effect of social marketing on motivating sports participation of the elderly in East Azerbaijan province. The main direction of the research is applied and descriptive in nature. The quantitative research method is based on structural equations with a comparative approach of a descriptive correlation type, which was conducted by the researcher as a survey. The statistical population of the research was the elderly sportsmen of East Azarbaijan province in 1400, based on the logical sample size required in structural equation modeling, 200 people were considered as a statistical sample. The measurement tool is a 45-item researcher-made questionnaire containing research variables; predictor variable; Social marketing included personal wellfare with 5 questions and social wellfare with 5 questions and the criterion variable for sports participation motivation included physical fitness with 5 questions, social motivation with 6 questions, cognitive with 6 questions, challenge with 6 questions, participation with 5 questions, and medical with 7 questions. The content validity of the questionnaire was studied and confirmed by calculating the average variance extracted in the community and external evaluation of the model according to Cronbach's alpha coefficients and Composite reliability. Structural equation modeling was used to analyze the data. In order to verify and fit the model, confirmatory factor analysis method was used through Spss20 and Lisrel8.5 software.Since social marketing is an effective approach in changing behavior. In addition to changing individual behavior, the welfare of society is also considered, social marketing, a complementary approach to this idea, is a comprehensive look at three levels of social change: micro, medium and macro. The ultimate mission of social marketing is to institutionalize desirable behavior and enjoy its benefits. A better understanding of core marketing concepts supports better planning, execution and effectiveness. Social marketers have a wide range of marketing tools at their disposal and use them in interventions. Social marketing creates social relationships between program participants and provides their support and interaction.In order to evaluate the psychological and social consequences depending on the different levels of sports participation, it is necessary to use appropriate instruments for participation in sports for the elderly. Based on this, no attempt has been made to develop new tools to assess the level of sports participation and related behavioral patterns for the elderly. In this research, the sports participation motivation model based on social marketing was explained and confirmed.The results showed that social marketing on six dimensions of sports participation motivation; Physical fitness, social, cognitive, challenging, collaborative, medical motivation have a significant positive effect. Since social marketing had a significant positive effect on the physical fitness of the elderly. The indicators of improving physical fitness, desire to be physically fit, maintaining health, achieving relaxation, and having a good body shape were recognized as necessary in the physical fitness of the elderly. Based on the fact that social marketing had a significant positive effect on the social motivation of the elderly. The indicators of society's positive attitude towards sports for the elderly, being together with their group and peers, willingness of family and friends, using peers to perform sports activities, interest in social aspects of sports, desire to make friends, provide the context of social motivation. Also, social marketing had a significant positive effect on the cognitive dimension of the elderly. Indicators of reducing mental pressure, increasing self-confidence, focusing on sports movements, gaining vitality and pleasure, interest in sports activities, measuring individual abilities in the cognitive dimension of the elderly are useful and productive. Because social marketing had a significant positive effect on the challenge dimension of the elderly. Indicators of interest in going out of the house, avoiding mental conflicts, interest in excitement, awareness of the benefits of sports, learning new sports movements, getting to know a large group of peers explain the sports challenges of the elderly. Also, social marketing had a significant positive effect on the participation dimension of the elderly. The desire to participate in doing things, interest in competition, desire to have fun, helping peers in doing sports activities, interest in doing sports participation of the elderly are indicators. Finally, social marketing had a significant positive effect in the aspect of geriatric medicine. The indicators of back pain prevention, being able to do personal work, having peace, enjoying general health, having minimal illness, pain relief, exercise as recommended by doctor have formed Identifier the medical dimension of exercise for the elderly.Therefore, the use of social marketing for elderly athletes, better physical fitness compared to people who have an incomplete level of physical fitness, provides a better opportunity to increase skills. The social aspect of sport is very important for this age group where participants use sport to socialize with family and in their local community, encouraging family members to support older people to be physically active through sport, whilst providing sport opportunities In which the elderly can build social capital through sports and use sports to socialize with their families, one of the key aspects of changing this demographic group is related to and leading to social health. Family-related factors help them maintain their cognitive functions by stimulating the brain.Therefore, future interventions can be considered to adopt a family-based approach to increase the physical activity of adults. Motivation is a challenge to initiate and adhere to a physical and cognitive exercise program by older adults. Therefore, efforts can be made to relate physical activity to the specific challenges the participants faced, and support from family members is essential for this population. There are different types of social support for participation in physical activity with interactions including periods before (i.e. meeting), during (i.e. talking) and after participation in physical activity (i.e. participating in other activities). Therefore, sports participation of the elderly can improve their life satisfaction, social life, and personal psychological status. In this way, this research is an innovative addition to the research collection for the participation of the elderly in social sports.
