جستجوی مقالات مرتبط با کلیدواژه « market orientation » در نشریات گروه « تربیت بدنی »

The aim of the present research was to investigate the relationship between market orientation and customer satisfaction with the quality of service of fitness clubs in Kerman. The current research method is a descriptive one that was carried out by the correlation method, and in terms of its purpose, it is considered applied research; The statistical population of this research is the customers of fitness clubs in the city of Kerman, and the statistical sample was selected as available, and about 240 people were selected from the customers of fitness clubs in the city of Kerman. The tools of the current research are market orientation questionnaires by Narur and Slater (1999) and customer satisfaction questionnaires by Rajabi et al. (2009). The validity of the research questionnaires was confirmed by 11 sports management professors and its reliability was obtained using Cronbach's alpha coefficient test of 0.76 and 0.84. Data analysis was done using the Kolmogorov-Smirnov test, Pearson correlation coefficient test, and regression analysis test with the help of SPSS version 23 software. The results of the research showed that there is a positive and significant relationship between the dimensions of market orientation with customer satisfaction; Therefore, the managers of the clubs can set goals in order to create value for the customers by understanding the needs and desires of the customers and by providing services such as providing suitable physical and environmental equipment, correct behavior of employees, providing training programs and easy access to services. Constantly seek to measure customer satisfaction.

The purpose of this study is to determine the role of market orientation in the relationship between innovation culture and the development of Nike brand marketing strategy in Shiraz. In terms of research method and method, this research is descriptive-correlation based on structural equation modeling and in terms of purpose, it is applied and has been conducted in the field. The statistical population of this study includes all customers of Nike brand in Shiraz in an unknown number. Using Cochran's formula, 385 people were selected as a statistical sample by non-random sampling method. Data collection tools were Narwell and Sartel (1990) standard market orientation questionnaire, Carmel's organizational culture and innovation questionnaire (2005) and Schilling Lee (2000) marketing strategies questionnaire. After analyzing the data by SPSS software version 25 and Smart PLS version 3, the research findings show a negative and significant effect of innovation culture on the development of marketing strategy (T-Value = 6.180 and 0.333). - = ß), was a positive and significant effect between innovation culture and market orientation (T-Value = 23.661 and = = 1.011) and a positive and significant effect between market orientation and brand marketing strategy development. In addition, the mediating role of market orientation in the relationship between innovation culture and marketing strategy development was acknowledged. The development of marketing strategies is essential for managers of sports organizations and manufacturers of sports brands.Therefore, the providers of Nike products in Iran should develop market strategies by creating and institutionalizing a culture of innovation in sports stores as well as market orientation.

The purpose of this paper is to provide a model of policy making impact on the development of sports tourism with the mediating role of entrepreneurial orientation and market orientation. This research is practical and it is descriptive-analytical and it has been done by survey method. The statistical population of this study was managers and sports experts, entrepreneurs and tourism agents in the Northwest of the country. The statistical sample size was estimated at 220 people. The sampling method was a probability sampling of the Multi-stage cluster type. The data collection tool was a questionnaire. Data were analyzed by structural equation modeling using SPSS and AMOS software. The outcomes reveal that policy-making has a positive and significant effect on the development of sports tourism, entrepreneurial orientation, and market orientation. The Entrepreneurial tendencies have a positive and significant effect on the development of sports tourism. Also the model parameters, all are desirable and indicates the approval of the research model.  Policy making, planning and tourism development requires identifying the motivations and demands of tourists through marketing. Entrepreneurial orientation in sports tourism authorities in order to remove obstacles to tourism and comprehensive planning can provide a variety of recreational and tourist environments for the region and the country.

The purpose of this study was to determine the relationship of market orientation and brand orientation with small sports clubs' performance in Isfahan Province and to present the structural equation modeling. The research method was descriptive-analytic and correlation type. For modeling, we used the partial least squares approach. The statistical sample of research was sport businesses including small sports clubs, which were selected by simple random sampling. The results showed that there is a positive and significant relationship between market orientation and brand orientation and the sports clubs’ performance, and the sports clubs’ performance is predicted by market orientation and brand orientation. It seems that businesses seeking to obtain information from customers in order to meet their present and future needs have a better performance. In other words, market orientation is an important predictor for the clubs’ performance. Additionally, businesses following the process of creating and developing the brand have a positive impact on the clubs’ performance. People may be more likely to buy a small sports club in response to a well-known brand.

The purpose of this study was to investigate the role of market orientation in business profitability of Kermanshah City' bodybuilding halls. The population of study consisted of all managers of bodybuilding halls of Kermanshah City (N=153) that sample size were determined by Cohran formula and simple sampling method (n=113) that finally 113 questionnaires were returned. To collect data, market orientation questionnaire developed by Ramayah et al (2011) and business profitability questionnaire developed by William et al (2009) were used. Internal consistency of questionnaires by using Cronbach's alpha was determined respectively 0.87 and 0.79. Descriptive and inferential statistics methods were used for data analysis. The findings showed that between customer orientation and business profitability there is no significant correlation. Between competitor orientation and business profitability significant correlation wasn’t observed. Research result showed that between inter-functional coordination and business profitability there is significant positive correlation. Among dimensions of market orientation, inter-functional coordination has the ability to predict business profitability. It is recommended to the manager of bodybuilding halls in Kermanshah City that must with improvement and development of market orientation in their club, underlying profitability of their business.

The aim of this study was to investigate the relationship between market orientation and service quality provided in bodybuilding clubs of Kermanshah city. The population consisted of all managers of bodybuilding clubs of Kermanshah city (N=153). 113 subjects were selected as the sample by simple random sampling method and Cochran Table and finally 103 questionnaires were returned. To collect data, Market Orientation Questionnaire developed by Ramayah et al. (2011) and Provided Service Quality Questionnaire developed by Lassar et al. (2002) were used. Descriptive and inferential statistics were used for data analysis. The findings showed no significant relationship between customer orientation and provided service quality. A positive and significant relationship was observed between competitor orientation and provided service quality. Also, a significant and positive relationship was observed between inter-functional coordination and provided service quality. Among dimensions of market orientation, competitor orientation and inter-functional coordination had the ability to predict provided service quality.

The aim of this study was to investigate the effect of independent entrepreneurs and marketing competitive intelligence on Tehran's gentlemen's clubs managers. The population of the study, all men's bodybuilding clubs in Tehran that total 75 were selected. Due to the small size of the community, the whole community of the whole procedure was considered as an example. In order to collect data to measure Competitive Intelligence Questionnaire Novak and Francis (2012) to measure the characteristics of independent entrepreneurs questionnaire Krdnayyj and Zali (1388) with 48 items and also for measuring market orientation of the questionnaire of 13 questions Dawlatabadi from the study Nrvr and Slater (1990), was used. Reliability coefficient, respectively, 0/88, 0/90and 0/87respectively. Descriptive statistics were used to analyze the data and software Spss and Smart PLS was used. Findings from the survey show that 95 coefficient of the relationship between entrepreneurs and independent competitive intelligence0/538, the coefficient of the relationship between market orientation and competitive intelligence 0/180is the coefficient of the relationship between independent entrepreneurship and market orientation of 0/666. According to the findings suggest that managers of fitness clubs in order to gain customers, increase profitability, productivity Club, the positive effects of independent entrepreneurship and market orientation to increase their competitive intelligence

The aim of this study was to design a model of the effect of market orientation on customer loyalty given service quality mediating variable. The study was application in terms of aims and data collection was descriptive survey. The statistical population consisted of customers and staff of water parks in Iran. 230 staff and 250 customers of 6 water parks in Iran were selected by stratified random sampling method. A questionnaire with confirmed content and face validity and reliability=0.79, interviews, observations and library study were used to collect data. For data analysis, SEM method with AMOS 18 and SPSS 22 were used. Findings showed that all values of fit indexes in the model were accepted and the model fit was confirmed. Result showed that market orientation had no direct and significant effect on customer loyalty, but it had a significant effect on service quality. In addition, service quality can play a mediating role in the relationship between market orientation and customer loyalty. Water parks managers are recommended to design marketing strategies in accordance with the goals and pay specific attention to service quality and its improvement.

The aim of this Research is design a model for impact of water sport center's market orientation on customer future behavior with attention to perceived value. The kind of research was survey and descriptive. Statistical populations were water sport centers in IRAN those choice five biggest centers. Sampling method was classification random and there were two groups, customers and staff. For data analyzing used of SEM method with use of AMOS and SPSS softs. Results showed that 56.7% of customers was male and 43.3% female. Family income in half of customers was less than one million Toman and 50% had upper this. More than 50% of staff has academic education. Index values inmodel were in acceptable range and model was confirmed. Results showed market orientation hasn’t directly significant influence on customer future behavior, but has influence on perceive value and this variable can play mediator role between market orientation and customer future behavior. Market orientation factor has greatest impact on customer perceive value. Centers managers in addition design a market strategy for attach the goals, should attention to improvement perceive value and these indexes.