جستجوی مقالات مرتبط با کلیدواژه "آمیخته بازاریابی ورزشی" در نشریات گروه "تربیت بدنی"

The aim of this study was to investigate customer’s zone of tolerance by analyzing the expected and perceived gap between different marketing mix elements in Kosar sports complex. The present research is an applied study and falls into descriptive/survey category. Statistical population consisted of all the customers of Kosar sports complex in Shiraz, among which 300 individuals were selected using Cochran’s formula as the sample. Data collection tool was questionnaire. The validity of the questionnaire was tested using face/content validity and its reliability was confirmed by two approaches including Cronbach’s Alpha (96%) and split half (93%). Statistical analysis showed that among marketing mix elements, the largest gap in high-level performance, low-level performance and zone of tolerance belonged to the element of service. Other analysis showed that the sport complex has only been able to avoid the gap in low-level performance in promotion element among others, while these gaps were observed in high and low-level performance in all the other elements. It has also been indicated that among the marketing mix indexes, getting access to the top management of sport complex was encountered with the largest gap in low-level performance and the lowermost zone of tolerance. In addition, it was revealed that a well-equipped place had the widest high-level performance gap.

The main purpose of this research was to investigate the effect of service marketing mix on customers’ satisfaction and their price tolerance at a sport complex.
Current research is an applied study and falls into the category of descriptive -survey researches methodologically. Statistical population consists of all women who use the services of Hijab sport complex in Shiraz. Among these customers, 400 individuals using Non-probability sampling regarding women availability, have been selected and were questioned by a researcher-made questionnaire. Questionnaire’s validity was tested using face validity approach while questionnaire’s reliability was confirmed through two approaches of alpha cronbach (79 %) and split half (71 %).
Based on the findings raised by Structural Equations Model, it was obvious that customer satisfaction mediates the relationship between service marketing mix and price tolerance. Freedman Test also showed that the location of a sport complex has had the highest effect on customer satisfaction whilst the complex’s promotion was in the lowest rank considering its influence on customer satisfaction. Moreover, Kruskal Wallis Test indicated that the importance of service marketing mix elements is different among various groups of customers.
Regarding the high inflation in Iran, where most of sport complexes have realized they cannot survive without having customers with high price tolerance; providers should change their marketing mix elements consciously and try to focus on factors that has the highest effect on customer satisfaction

The present study examined the role of IRIB on the marketing of sports goods with an emphasis on sports mix marketing (P4). The components were sports marketing of products, price, promotion and place. Research type was a descriptive-survey. Populations were sports journalists, experts and all sports manufacturers. The instrument was a questionnaire. The analysis of the data collected with the help of SPSS software. The results showed that there was a significant difference between the existing situation and the desired situation of components, products, price and there was not any significant difference distribution existing status for desired promotion.