پژوهشگاه تربیت بدنی و علوم ورزشی

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نوری خان یوردی, میثم, بشیری, مهدی, دوستی, مرتضی. (1399). مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی. , 12(60), 169-192. doi: 10.22089/smrj.2019.6399.2306
میثم نوری خان یوردی; مهدی بشیری; مرتضی دوستی. "مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی". , 12, 60, 1399, 169-192. doi: 10.22089/smrj.2019.6399.2306
نوری خان یوردی, میثم, بشیری, مهدی, دوستی, مرتضی. (1399). 'مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی', , 12(60), pp. 169-192. doi: 10.22089/smrj.2019.6399.2306
نوری خان یوردی, میثم, بشیری, مهدی, دوستی, مرتضی. مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی. , 1399; 12(60): 169-192. doi: 10.22089/smrj.2019.6399.2306

مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی

مطالعات مدیریت ورزشی
مقاله 8، دوره 12، شماره 60، خرداد و تیر 1399، صفحه 169-192    اصل مقاله (597.72 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2019.6399.2306
نویسندگان
میثم نوری خان یوردی1؛ مهدی بشیری2؛ مرتضی دوستی* 3
1دانشجوی دکتری مدیریت ورزشی، دانشگاه مازندران
2استادیار مدیریت ورزشی، دانشگاه شهید مدنی آذربایجان
3دانشیار مدیریت ورزشی، دانشگاه مازندران
چکیده
حیات فروشگاه‌های ورزشی به جذب و نگهداری تعداد کافی مشتریان وابسته است. شناخت دلایل جذب و رویگردانی مشتریان بسیار اهمیت دارد. هدف اصلی از انجام این پژوهش، طراحی مدل ساختاری رویگردانی مشتریان از فروشگاه‌های ورزشی بود. روش پژوهش توصیفی- پیمایشی بود. جامعة آماری مشتریان فروشگاه­های ورزشی شهر تهران بودند که از منطقة منیریه خرید کرده بودند و 337 نفر به روش نمونه‌‎گیری تصادفی ساده به‌عنوان نمونه انتخاب شدند. از پرسش‌نامة استاندارد عمادی و همکاران (1393) برای جمع‌آوری داده‌ها استفاده شد. روایی محتوایی آن به تأیید 10 نفر از متخصصان مدیریت ورزشی رسید. برای محاسبة پایایی، در مطالعه‌ا‌ی مقدماتی 30 پرسش‌نامه توزیع شد که ضریب آلفای کرونباخ برابر با 93/0 محاسبه شد. برای تجزیه‌وتحلیل داده­ها از نرم‌افزار اس.پی.اس.اس. و ایموس استفاده شد. نتایج نشان داد که ابعاد تک بعدی با بار عاملی 87/0، بعد بی‌تفاوت با بار عاملی 85/0، بعد اساسی با بار عاملی 68/0 و بعد جذاب با بار عاملی 59/0 بیشترین تأثیر را بر رویگردانی مشتریان از فروشگاه های ورزشی داشتند. همچنین، در بعد اساسی، وجود کیفیت نامناسب اجناس فروشگاه با بار عاملی 82/0، در بعد عملکردی، نبود دسترسی مناسب و راحت به فروشگاه با بار عاملی 94/0، در بعد انگیزشی، قیمت نامناسب اجناس فروشگاه با بار عاملی 86/0 و در بعد بی‌تفاوت، تبلیغات نامناسب فروشگاه در سطح شهر با بار عاملی 87/0، به­عنوان مهم­ترین گویه‌های رویگردانی مشتریان بودند؛ براین‌اساس، می‌توان بیان کرد که مدیران همواره باید عوامل تأثیرگذار بر رویگردانی مشتریان خود را به‌خوبی درک کنند و برای کاهش این عوامل سعی کنند تا بتوانند در رقابت با سایر رقبا به مزیت رقابتی دست یابند و مشتریان وفادارتری داشته باشند.
کلیدواژه‌ها
رویگردانی؛ مشتریان؛ فروشگاه‌های ورزشی؛ کانو؛ بازاریابی
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