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وفاداری، اعتماد و تبلیغات دهان به دهان در ورزش: متاآنالیز

نوع مقاله : مقاله مروری

نویسندگان

1 کارشناسی ارشد مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران.

2 دانشیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران.

3 استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران.

چکیده

هدف: هدف پژوهش حاضر فراتحلیل رابطه وفاداری و اعتماد بر تبلیغات دهان به دهان در ورزش می‌باشد.
روش: برای انجام این پژوهش از روش فراتحلیل استفاده گردید. برای این منظور، شانزده پایگاه داده و دو موتور جستجو، کلیه مقالات و پایان‌نامه‌هایی که درباره نقش اعتماد و وفاداری بر تبلیغات دهان به دهان در ورزش، بین سال‌های 1381 تا 1401 منتشر شده‌اند، مورد تجزیه و تحلیل قرار گرفتند. از 18 مقاله در این پژوهش استفاده شد که با استفاده از نرم‌افزار  CMA2 تحلیل شدند. همچنین با توجه به انجام آزمون‌های q- value, I- squared, tau- squared ناهمگونی مطالعات مشخص گردید.
یافته‌ها: نتایج نشان داد اندازه اثر تأثیر اعتماد و وفاداری بر تبلیغات دهان به دهان به ترتیب 30/0 و 29/0 بود. که بر مبنای نظام تفسیری کوهن، این میزان تأثیر در حد متوسط ارزیابی شد که این رابطه ها معنادار (P<005) بودند. با استفاده از نمودار درختی مطالعاتی که کمترین انحراف را با اندازه اثر مدل تصادفی داشتند مشخص و به عنوان تحقیقات ارزشمندتر شناسایی شدند. همچنین باتوجه به آزمون N ایمن از خطا در رابطه با تأثیر اعتماد و وفاداری بر تبلیغات شفاهی می‌توان ادعا کرد که وفاداری و اعتماد بر تبلیغات دهان به دهان تأثیر مثبت می‌گذارد. بنابراین، پیشنهاد می‌شود مدیران ورزشی با حفظ بودجه به ایجاد راه‌حل‌هایی که وفاداری و اعتماد را به محصولات و خدمات ورزشی مصرف‌کننده افزایش می‌­دهد، اولویت داده و بر این موضوعات تمرکز کنند.
اصالت و ابتکار مقاله: در این مطالعه با استفاده از روش فراتحلیل نتایج مطالعات ورزشی موجود درباره نقش اعتماد و وفاداری در تبلیغات دهان به دهان در قالب یک نتیجه‌ی کلی تبیین گردید.

کلیدواژه‌ها

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نشریه کسب و کار در ورزش
دوره 4، شماره 1 - شماره پیاپی 9
بهمن 1402
صفحه 31-47
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هم رسانی
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