نوع مقاله : پژوهشی اصیل
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، مازندران، ایران.
2 استاد، گروه مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران.
3 دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران.
4 دکترای مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، مازندران، ایران.
چکیده
هدف: ایجاد تعادل بین عملکرد مالی و عملکرد ورزشی یکی از مهم ترین دغدغه‌های مدیران فعلی در باشگاه‌های حرفه ای فوتبال است. هدف این مطالعه ساخت مدلی برای بررسی تأثیر کیفیت محصول اصلی بر عملکرد مالی و ورزشی با در نظر گرفتن نقش میانجی رضایت هواداران در دو باشگاه پرطرفدار ایران (پرسپولیس و استقلال) بود.
روش: داده‌ها با استفاده از پیمایش پرسشنامه جمع‌آوری شده و از روش نمونه‌گیری هدفمند و در دسترس استفاده شده است. جامعه آماری پژوهش شامل کلیه مدیران، کارشناسان، نخبگان و افراد دارای دانش و اطلاعات کافی (مانند پیشکسوتان باشگاهی) مربوط به دو باشگاه پرطرفدار فوتبال ایران (باشگاه پرسپولیس و استقلال) بود. داده‌های 175 پرسشنامه با استفاده از روش مدل‌سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی با استفاده از نرم‌افزار PLS مورد تجزیه و تحلیل قرار گرفت.
یافته‌ها: نتایج نشان داد که بین کیفیت محصول اصلی و عملکرد سازمانی (مالی و ورزشی) رابطه مثبت و معناداری وجود دارد. همچنین، تأثیر میانجی رضایت طرفداران در رابطه بین کیفیت محصول اصلی و عملکرد سازمانی تأیید شد.
اصالت و ابتکار مقاله: مدل ارائه شده به عنوان یک ابزار موثر می‌تواند به مدیران باشگاه کمک کند تا بهترین استراتژی‌های توسعه باشگاه را برای ایجاد تعادل بین عملکرد مالی و ورزشی باشگاه به منظور دستیابی با اطمینان بیشتر به اهداف سازمانی تجزیه و تحلیل و انتخاب کنند. اهمیت این یافته‌ها در این است که اعمال سیاست‌های ترکیبی مناسب از رضایت طرفداران و کیفیت محصول اصلی تاثیر بسزایی در بهبود عملکرد سازمانی خواهد داشت.
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