تاثیر ارزش ادراک‌شده بر وفاداری مشتریان ورزشی با تاکید بر نقش میانجی رضایت مشتری در دوره پاندمی کووید-19

نوع مقاله : مقاله مستخرج از رساله دکتری

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

2 استادیار مدیریت ورزشی، گروه تربیت‌بدنی و علوم ورزشی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

3 استادیار مدیریت ورزشی، گروه تربیت‌بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران.

چکیده

هدف این پژوهش، تاثیر ارزش ادراک‌شده بر وفاداری مشتریان ورزشی با تاکید بر نقش میانجی رضایت مشتری در باشگاه‌های خصوصی بدنسازی شمالغرب کشور در دوره  پاندمی کووید-19 بود. تحقیق حاضر از نوع توصیفی- همبستگی بر پایه مدل‌سازی معادلات ساختاری بود. جامعه آماری این پژوهش مشتریان باشگاه  خصوصی بدنسازی شمالغرب کشور بودند. 362 نفر از مشتریان، پرسشنامه محقق ساخته ارزش‌ادراک شده، رضایت مشتری لیو (2008) و وفاداری مشتری لیو (2008)  را به طور داوطلبانه تکمیل نمودند. جهت تجزیه و تحلیل داده‌ها از مدل معادلات ساختاری مبتنی بر روش حداقل مربعات جزئی در نرم‌افزار Smart PLS  استفاده شد. نتایج نشان داد ارزش ادراک‌شده بر وفاداری مشتری (001/0=P، 178/0=β، 962/3=t) و رضایت مشتری‌ (001/0=P، 547/0=β، 960/11=t) تاثیر مستقیم و معناداری دارد. نتیجه یافته مربوط به میانجی‌گری رضایت مشتری به روش آزمون سوبل نیز نشان داد که ارزش ادراک‌شده از طریق رضایت مشتری بر وفاداری مشتری تاثیر غیرمستقیم و معناداری دارد (001/0=P، 310/0=β، 894/8=t). می توان گفت که باشگاه‌های بدنسازی خصوصی باید تلاش کنند که به خواسته‌ها و الزامات جدید مشتریان (برآمده از شیوع ویروس کووید-19) توجه نموده، تا بتوانند به ارزش‌های ادراکی نوظهور مشتریان به خدمات در شرایط حضور ویروس کرونا پاسخ مناسب دهند و از این طریق، رضایت و حضور مجدد آنها را تداوم بخشیده و وفاداری مشتریان را در درازمدت فراهم آوردند.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Perceived Value on Sports Customer Loyalty with Emphasis on the Mediating Role of Customer Satisfaction in the Covid-19 Pandemic Period

نویسندگان [English]

  • leila talebzadeh 1
  • Hamid Janani 2
  • Mahboub Sheikhalizadeh 3
  • Mohammad Rahim Najafzadeh 2

1 Ph.d student of sport management، Department of physical Eduication tabriz Branch، Islamic Azad University، Tabriz، Iran

2 Department of Physical Education, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

3 Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.

چکیده [English]

This research aims to study the impact of perceived value on the loyalty of sports customers, emphasizing the mediating role of customer satisfaction in private fitness clubs in the northwest of Iran during the Covid-19 pandemic. The current research was descriptive correlation based on structural equation modeling. The statistical population was the customers of the private gym in the northwest of Iran. 362 customers voluntarily completed the researcher-made questionnaire of perceived value, Liu's customer satisfaction (2008), and Liu's customer loyalty (2008). To analyze the data, the structural equation model based on the partial least square method was used in Smart PLS software. The results showed that perceived value has a direct and significant effect on customer loyalty (p=0.001, β=0.178, t=3.962) and customer satisfaction (p=0.001, β=0.547, t=11.960). The result related to the mediation of customer satisfaction using the Sobel test also showed that perceived value through customer satisfaction has an indirect and significant effect on customer loyalty (P=0.001, β=0.310, t=8.894). It can be said that private fitness clubs should try to pay attention to the new demands and requirements of customers (resulting from the spread of the Covid-19 virus) so that they can respond appropriately to the emerging perceptual values of customers to services in the presence of the coronavirus. In this way, they sustain their customers' satisfaction and attendance and provide long-term customer loyalty.

کلیدواژه‌ها [English]

  • Perceived Value
  • Customer Satisfaction
  • Customer Loyalty
  • Private Bodybuilding Clubs
  • Covid-19 Pandemic Period
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