نوع مقاله : پژوهشی اصیل
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران.
2 استادیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران.
3 استاد گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران.
چکیده
هدف: هدف پژوهش حاضر بررسی شیوه‌های حضور مجدد مشتریان در باشگاه‌های ورزشی با پایش وفاداری مشتری است.
روش: روش پژوهش توصیفی- همبستگی و از نظر گردآوری اطلاعات میدانی بود. جامعه و نمونه آماری شامل 384 نفر از مشتریان مجموعه‌های ورزشی شهر سنندج بودند که به صورت تصادفی خوشهای انتخاب شدند. ابزار اندازهگیری شامل پرسشنامه‌های کیفیت خدمات کارکردی، کیفیت فنی، کیفیت رابطه، مشتری و قصد حضور آتی بود که پس از تأیید روایی صوری و محتوایی پایایی آن با استفاده از آزمون آلفای کرونباخ مورد تأیید قرار گرفت. برای تحلیل داده‌ها از مدل معادلات ساختاری استفاده شد.
یافته‌ها: یافته‌ها نشان دادند کیفیت خدمات بر وفاداری مشتری 19%، کیفیت رابطه بر وفاداری مشتری 65%، وفاداری بر قصد حضورآتی 78% به طور مستقیم اثرگذار و کیفیت خدمات بر قصد حضور آتی15%، کیفیت رابطه بر قصد حضورآتی 50%، به طور غیر مستقیم اثر دارد.
اصالت و ابتکار مقاله: می‌توان گفت یکی از راه‌کارهای موفق هر مجموعه ورزشی جهت حفظ مشتریان ایجاد کیفیت خدمات مناسب، روابط بلندمدت، باکیفیت بالا و حفظ این روابط است. همچنین وفاداری مشتری به‌عنوان یک تعهد عمیق برای خرید مجدد یک محصول یا خدمت برای سازمان‌ها بسیار با ارزش است زیرا مشتریان وفادار، میتوانند سودآوری زیادی برای سازمان داشته باشند.
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