جستجوی مقالات مرتبط با کلیدواژه « رضایت مشتری » در نشریات گروه « تربیت بدنی »

The purpose of the present study was to determine the Impact between satisfaction and the intention to purchase electronics of sports store customers with the mediation of customer loyalty. The intended statistical population included all customers using electronic sports goods across the country. G-power software was used to estimate the statistical sample. For this purpose, the statistical sample used was 479 people. The tool of the present research was the usage questionnaire. For this purpose, 3 standard questionnaires including Darzi and Bhatt's customer satisfaction questionnaire (2018), Zuhir et al.'s customer loyalty questionnaire (2011) and Chatura and et al.'s (2008) electronic purchase intention questionnaire were used. The method of conducting this research was causal relationship, which is a type of applied research. In this research, descriptive statistics methods including central tendency indices and dispersion indices and inferential statistics methods including Pearson correlation and structural equations were used at the alpha level of 0.05. SPSS26 software was used for data analysis and PLS3 software was used for modeling structural equations. The results indicate that customer satisfaction has a significant causal relationship with customers' purchase intentions. Also, loyalty as a mediator has a more effective role on customers' purchase intention. Finally, the communication model of customer satisfaction, customer purchase intention, and customer loyalty has a good fit. Paying attention to the findings of the research, managers of sports stores that provide services electronically can first look for customer satisfaction in order to become loyal customers so that the purchase intention among customers increases.

The purpose of this study was to develop a profitability model for private bodybuilding clubs in the northwest of the country. The present study was a correlational study based on structural equation modeling. The statistical population of this study was 362 customers of private bodybuilding clubs in the northwest of the country. , Researcher-made perceived value and voluntarily completed standard questionnaires, customer satisfaction and loyalty Liu (2008). The profitability of the clubs was calculated by collecting data from the managers of the sports clubs and according to the formula provided by Microsoft. To analyze the data, a structural equation model based on the partial least squares method was used in Smart Payals software. The results showed the perceived value on the profitability of clubs (P = 0.001, β = 0.10, t = 4.22), customer satisfaction (P = 0.001, β = 0.547, t = 11.719) And customer loyalty (P = 0.001, β = 0.178, t = 4.188) has a direct and significant effect. Perceived value through customer satisfaction and loyalty has a significant and indirect effect on the profitability of clubs. Therefore, the more customer satisfaction and loyalty, the more customer retention in the clubs increases, and this also causes more profit and income for the clubs and its survival and growth.

 Recently, the global economy has been affected by artificial intelligence and the advancement of information technology, as well as infectious diseases such as Covid-19 (Bhatia, 2021). The convergence of the corona virus globally has had various effects on societies and their activities (Heydari & Asadollahi, 2021; Heydari et al., 2021). The challenge of managing this crisis, especially with the specific conditions of Iran and the unknown nature of the disease and the lack of sufficient experience, provided an arena for creativity and innovation (Heydari, 2019). Therefore, it is necessary for organizations and service units to survive and succeed In the chaotic market environment of the digital era and to deal with these crises, accept innovative solutions (Lee & Trimi, 2021). Successful organizations create an environment where elements of creativity and innovation occur continuously across all levels and organizational functions (Vicenzi, 2000). Innovation in business management can save time and money, strengthen competitive advantage, and encourage business growth (Chi, 2021). Hence, the sports industry needs to leverage technology to address current challenges (Pashaie & Perić, 2023). Therefore, the sports industry has turned innovation into a new field for research by many researchers (Ferreira et al., 2020) and considers it a vital factor for achieving competitive advantage (Rajapathirana & Hui, 2018). The findings indicate that customer and market knowledge, customer attraction, customer retention and customer development are the consequences of implementing customer relationship management technology in sports venues (Pashaie et al., 2020). It is concluded from the presented research that sports venues have expanded their investment in the field of customer relationship management (Pashaie et al., 2020). In general, this research provides the possibility of enhancing creativity and innovation in the sports industry. By offering detailed analyses of the role of electronic customer relationship management components in improving long-term relationships and developing innovation capabilities, especially in the face of widespread challenges such as coronavirus, this research holds significant importance. This study investigates the positive impact of electronic customer relationship management (e-CRM) on the long-term relationships and innovation capabilities of sports venues, with a focus on the moderating role of COVID-19. Classified as applied and descriptive research of the correlation type, the study employed a questionnaire for data collection.To ensure the reliability of the questionnaires, various validation measures such as divergent validity, Cronbach's alpha indices, factor loading, and composite reliability were utilized. The research population consisted of sports venue customers in Tabriz, with 260 participants selected through convenience sampling. Data analysis was conducted using IBM® IBM® SPSS® AmosTM 26, and the results were utilized for model testing and hypothesis examination. The outcomes suggest that e-CRM, encompassing aspects like knowledge management, customer orientation, and customer relationship management technology, significantly and positively influences long-term relationships and innovation capabilities. The moderating impact of COVID-19 is notable, though its effect is moderate. Despite the widespread impact of the pandemic on customers, e-CRM has proven to be a robust tool for strengthening long-term relationships and retaining customers in the face of increased COVID-19 cases.In general, this research highlights the significance of implementing electronic customer relationship management systems in sports venues to gain a competitive advantage, improve customer retention, understand customer concerns, and enhance innovation capabilities. On the one hand, it provides valuable insights for managers and marketers of sports venues in addressing challenges arising from the COVID-19 pandemic and improving their overall performance. The implications of this study go beyond academic contributions, offering practical recommendations for managers and marketers, encouraging them to prioritize the implementation of electronic customer relationship management for advancing innovation and ensuring a competitive advantage amid current uncertainties. This is crucial because technological advancements are rapid. Electronic customer relationship management systems and customer expectations may evolve, requiring continuous reassessment and alignment with innovation capabilities. From a creativity and innovation perspective, the present research can potentially lead to several outcomes. By implementing the findings of this study, sports venues can enhance their innovation capabilities, leading to the development of new and improved services, products, and experiences for customers. Real-time monitoring and interaction with customers facilitated by electronic customer relationship management systems can enable sports venues to better understand customer concerns related to COVID-19 and other infectious diseases. This understanding can guide innovative safety measures and customer service initiatives, creating a safer and more satisfying experience for customers.Ultimately, there is room to challenge and expand existing theoretical models to incorporate new variables that may impact the dynamics between electronic customer relationship management and innovation. Considering technical and technological limitations, financial constraints, reduced customer interaction capabilities in virtual environments, and legal and security barriers, communicating the findings to the study community, sports clubs, and sports authorities is essential. Firstly, sports managers are advised to prioritize the adoption of electronic customer relationship management systems for gaining a competitive advantage and improving customer retention. This includes investing in technology and knowledge management to enhance customer-centricity and customer relationship management capabilities. Additionally, given the moderating role of COVID-19, sports managers should focus on using electronic customer relationship management as a powerful tool to enhance long-term relationships and customer retention, especially during pandemics. Understanding customer concerns and adapting electronic customer relationship management strategies to address these challenges can significantly contribute to the overall performance improvement of sports venues.Furthermore, this research emphasizes the importance of continuous innovation in the products and services of sports venues and underscores the need for sports managers to integrate innovation capabilities into their electronic customer relationship management strategies. This may involve fostering a culture of creativity and innovation within the organization and utilizing electronic customer relationship management for gathering insights and customer feedback to develop innovative proposals. In addition, qualitative research methods such as interviews or focus groups can be employed to gain deeper insights into specific mechanisms through which electronic customer relationship management affects innovation capabilities and long-term relationships in sports venues. The aim of these recommendations is to strengthen the practical aspect of the research and provide practical insights for sports managers and marketers to address challenges arising from the COVID-19 pandemic and enhance overall performance.

The purpose of the current research was the effect of customer relationship management on customer commitment and customer satisfaction in fitness clubs in Al Muthani province, Iraq. This research is descriptive and correlational in terms of practical purpose and method, which was conducted as a survey. The population of this research consists of male and female clients who refer to the fitness clubs of Al Muthani province with a sports history of one year, and according to the statistics obtained by the club, their number is equal to 220 people. The statistical sample based on Morgan's formula is equal to There are 240 people, and the return rate of the questionnaire was 100. The random sampling method was available. The data collection tool includes customer relationship management questionnaire (Alavi Shad, 2018), customer commitment questionnaire (Lee and Cunningham, 2001) and customer satisfaction questionnaire (Sanobri, 2019). The alpha coefficient of customer relationship management questionnaire was reported to be 0.88, customer commitment 0.83 and customer satisfaction 0.90, and in all cases the coefficients are higher than 0.7. In this research, descriptive statistics were used to summarize and describe the data, and inferential statistics such as the Kolmogorov-Smirnov test and the multiple regression coefficient were used to analyze the data. SPSS version 24 software was used to perform the mentioned tests. The results showed that the effect coefficient of customer relationship management on customer commitment is significant. That is, customer relationship management has a significant effect on customer commitment (r=0.441).

The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e- satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The statistical population of the study includes buyers of sports products from Majid website and their information was in the customer relationship management system of the company that the research tool was distributed among them (N = 635). Also, the sample size was determined according to the purpose and using PASS statistical software at an error level of 0.05, in the range of 198 to 216 people. Descriptive and inferential statistical techniques were used to analyze the data using Smart PLS-SEM and SPSS software. The measuring instruments of the present study were the standard e-service quality questionnaire of Parasoramon et al. (2005), the Oliver e-satisfaction questionnaire (2007), the electronic repurchase intention questionnaire of Cronin et al. (2000) and the enjoyable electronic experience questionnaire of Hsu et al. (2017). In this study were found, the quality of electronic services (P <0.01, β = 0.318), enjoyable electronic experience (P <0.01, β = 0.340) and electronic satisfaction (P <0.05, β0/150) have impact on repurchase electronic sports products. Also, the indirect beta coefficient of e-service quality on repurchase intention shows that satisfaction and enjoyable e-experience play a mediating role in the relationship between e-service quality and purchase intention.

The aim of this study was to investigate the effect of aesthetic factors and service quality on perceived value, loyalty and customer satisfaction of pools in Kermanshah province.The research method is descriptive-correlational in nature. The statistical population of the study consisted of customers of Kermanshah pools who were selected using simple random sampling method. After distributing the questionnaires, 274 questionnaires were returned. To collect data, Soleimani (2012) Aesthetic Questionnaire, Liu (2008) Quality of Service, Kim et al. (2009) Perceived Value (2009), Lim (2006), Victor (2002) Customer Satisfaction Questionnaire were used. They were validated by supervisors and academic experts, and their reliability was confirmed by Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using Amos statistical software and Spss statistical software. Findings showed that aesthetics has a significant effect on perceived value and customer loyalty. Also, the direct effect of service quality on loyalty, service quality on perceived value, perceived value on customer satisfaction and customer satisfaction on loyalty was positive and significant.Due to the effectiveness of aesthetic dimensions in attracting people to the sports pool and the effective effect of service quality on customer retention, pool managers and planners can maintain and improve their loyalty by improving the quality of service and providing ancillary services to customers. So that the customers themselves act as advertisers of the pools and attract new customers subconsciously.

The purpose of this study was to investigate the role of customer relationship management on customer loyalty with the mediating role of psychological capital of Futsal Premier League fans. The present study in terms of purpose is applied and in terms of data collection was descriptive-survey. The statistical population of this study is all fans of Mess Sungun and Giti Psand that 384 questionnaires were randomly distributed among the fans of these two teams. In this study, the questionnaires of psychological capital of Lutans (2007), customer relationship management of Izadi et al. (2014) and customer loyalty of Mahoney et al. (2000) were used and their validity and reliability were confirmed. Use elasticity and skewness indices to evaluate the distribution of data (natural or abnormal) and to answer and answer research questions and to draw up a measurement model and structural model using SPSS version 24, Smart PLS version 2.0 was used. The results showed that customer relationship management (with adherents) influenced their loyalty. Customer relationship management also affects psychological capital. On the other hand, psychological capital also affects the loyalty of supporters. Therefore, psychological capital is an influencing factor on the effect of customer relationship management and customer loyalty.