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مقایسه الگوی وفاداری مشتریان جدید و باسابقه باشگاههای تندرستی شهر اصفهان | ||
مطالعات بازاریابی ورزشی | ||
مقاله 3، دوره 3، شماره 3، مهر 1401، صفحه 98-68 اصل مقاله (1.34 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/sms.2022.62415 | ||
نویسندگان | ||
حسین علی محمدی* 1؛ حسین کردلو2؛ جواد ادبی فیروز جاه1؛ نرگس گرامی3 | ||
1استادیار مدیریت ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه قم ، قم، ایران. | ||
2دانشجوی دکتری مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران. | ||
3کارشناس ارشد مدیریت ورزشی، ادبیات و علوم انساانی، دانشگاه قم، قم، ایران. | ||
چکیده | ||
هدف پژوهش حاضر، بررسی الگوی وفاداری مشتریان جدید و باسابقه مجموعههای تفریحیورزشی شهر اصفهان میباشد. پژوهش حاضر کاربردی و روش انجام پژوهش علی – مقایسهای بود. جامعه آماری شامل مشتریان مجموعههای تفریحیورزشی شهر اصفهان بود. بر اساس جدول مورگان حداکثر حجم نمونه 384 نفر انتخاب شد. پرسشنامه مورد استفاده در این پژوهش دارای 5 بخش شامل اطلاعات فردی، پرسشنامه کیفیت خدمات، رضایتمندی،وفاداری مشتریان و بازگشت مجدد بود. در این پژوهش از روشهای آمار توصیفی شامل شاخصهای گرایش مرکزی و شاخصهای پراکندگی و از روشهای آمار استنباطی شامل همبستگی پیرسون، معادلات ساختاری در سطح آلفای 05/0 استفاده شد. نتایج نشان داد ارتباط علی معناداری بین کیفیت ادراکشده خدمات با رضایتمندی و تمایل به بازگشت مجدد در هر دو گروه مشتریان جدید و باسابقه وجود دارد. همچنین وفاداری نقش مؤثرتری بر تمایل به بازگشت مشتریان جدید دارد. به نظر میرسد همه مشتریان اعم از جدید و باسابقه میبایست مدنظر صاحبان باشگاهها باشند و بهبود کیفیت خدمات و رضایتمندی از اهداف اصلی مدیران باشگاهها تلقی گردد. همچنین به دلیل تأثیرگذاری بیشتر میزان وفاداری بر خرید مجدد از باشگاهها در مشتریان جدید، توجه ویژهای در خصوص ایجاد رضایتمندی از طریق بهبود کیفیت خدمات به مشتریان جدید شود. | ||
کلیدواژهها | ||
رضایتمندی؛ کیفیت خدمات؛ مشتریان؛ وفاداری؛ ورزش | ||
مراجع | ||
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