نوع مقاله : پژوهشی
نویسندگان
1 استادیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران.
2 دانشیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران.
3 فارغ‌التحصیل مدیریت ورزشی، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران.
چکیده
هدف: این مطالعه با هدف بررسی تأثیر ظرفیت روانشناختی فروشندگان محصولات ورزشی بر میزان فروش و رضایت مشتری با میانجی‌گری رفتار مشتری محور انجام شد.
روش: پژوهش از نوع همبستگی کاربردی بود. نمونه‌های تحقیق شامل تمام فروشندگان ورزشی استان زنجان بودند که به‌طور کل‌شمار انتخاب شدند(N= 93). داده‌ها با استفاده از پرسشنامه لوسیه و هارتمن (2017) جمع‌آوری شد (پایایی 0.7). برای تجزیه و تحلیل داده‌ها از نرم افزار PLS Smart استفاده شد.
یافته‌ها: بیشترین همبستگی بین متغیرهای ظرفیت‌های روانشناختی و رفتار مشتری مداری (835/0) مشاهده شد. کمترین همبستگی بین متغیرهای رضایت مشتری و عملکرد فروش (211/0) بود. بین ظرفیت‌های روانشناختی و رفتار مشتری‌محور فروشندگان رابطه مثبت و معناداری (79/0) وجود داشت. تأثیر رفتار مشتری مداری فروشندگان ورزشی بر میزان فروش (78/0) و رضایت مشتری (65/0) نیز مثبت و معنادار بود.
اصالت و ابتکار مقاله: این مطالعه به تفاوت مشتریان گاه‌و‌بیگاه و مشتریان وفادار، توجه نموده و از این منظر توصیه نموده تا فروشندگان محصولات ورزشی، با توجه به این تفاوت، برنامه ویژه‌ای برای یادگیری رفتارهای مشتری محور داشته باشند.
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