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بررسی تاثیر مدیریت ارتباط بامشتری الکترونیک بر قابلیتهای نوآوری اماکن ورزشی: نقش تعدیل-گری کوید-19 | ||
مطالعات بازاریابی ورزشی | ||
دوره 4، شماره 3، آبان 1402، صفحه 108-128 اصل مقاله (1.53 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/sms.2024.139773.1253 | ||
نویسندگان | ||
سجاد پاشایی* 1؛ حامد گل محمدی2 | ||
1گروه مدیریت ورزشی، دانشگاه تبریز، تبریز، ایران | ||
2گروه تربیت بدنی و ورزش، موسسه علوم بهداشت، دانشگاه جمهوریت سیواس ، سیواس، ترکیه | ||
چکیده | ||
توسعه نوآوری در محصولات و خدمات به عنوان یک استراتژی بسیار موثر برای کسب مزیت رقابتی شناخته شده است. این مطالعه با هدف بررسی تأثیر مدیریت ارتباط با مشتری الکترونیکی (e-CRM) بر قابلیتهای نوآوری اماکن ورزشی، با تمرکز بر نقش تعدیلکننده کوید-19انجام شد. این پژوهش که به عنوان پژوهشهای کاربردی و توصیفی از نوع همبستگی طبقه بندی شده است، از پرسشنامه برای جمعآوری دادهها استفاده شده است. برای اطمینان از پایایی پرسشنامهها، از معیارهای اعتبارسنجی مختلفی مانند روایی واگرا، شاخصهای آلفای کرونباخ، بار عاملی و پایایی ترکیبی استفاده شد. جامعه پژوهش مشتمل بر مشتریان اماکن ورزشی شهر تبریز بودند که تعداد 260 نفر به روش نمونه-گیری در دسترس انتخاب شدند. تجزیه و تحلیل دادهها با استفاده از IBM® SPSS® Amos TM 26، انجام شد و نتایج برای آزمون مدل و بررسی فرضیهها مورد استفاده قرار گرفت. نتایج نشان میدهد که e-CRM، شامل جنبههایی مانند مدیریت دانش، مشتریمداری، و فناوری مدیریت ارتباط با مشتری، به طور قابل توجهی بر روابط بلندمدت و قابلیتهای نوآوری تأثیر میگذارد. درحالیکه نقش تعدیلکننده قابل توجه بود، اما اثر متوسط داشت. علیرغم تأثیر گسترده همهگیری بر مشتریان، e-CRM ثابت کرده است که ابزاری قوی برای تقویت روابط بلندمدت و حفظ مشتریان در مواجهه با افزایش موارد کوید-19 است. به طور خلاصه، این تحقیق بر اهمیت پیادهسازی سیستمهای مدیریت e-CRM در اماکن ورزشی برای تضمین مزیت رقابتی، افزایش حفظ مشتری، درک نگرانیهای مشتری و تقویت قابلیتهای نوآوری تاکید میکند. | ||
کلیدواژهها | ||
اماکن ورزشی؛ مدل موفقیت E-CRM؛ وفاداری مشتری؛ رضایت مشتری؛ COVID-19 | ||
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