The mediating role of innovation on the impact of market orientation on the performance of private clubs

The purpose of this study was to explain the effect of market orientation on the performance of private clubs with an emphasis on the mediating role of technology innovation and management innovation. This was a descriptive-correlative study. The statistical population of the study included the members of the technical staff of the private martial arts clubs of Mazandran Province (142 in total). Based on the Cochran formula and simple random sampling method, 104 subjects were selected as the statistical sample. Market orientation, organizational innovation, technological innovation and performance questionnaires were used. Validity was confirmed by 12 sports management professors and their reliability was assessed through Cronbach's alpha. For data analysis, descriptive statistics (mean and standard deviation, frequency and percent), and inferential statistics (Pearson’s correlation coefficient and structural equation modeling) were used in SPSS24 and AMOS24 software. The findings illustrated that market orientation had a positive and significant effect on the performance of the club through innovation management and technological innovation. Therefore, it is recommended that private club managers consider market orientation, management innovation, and technological innovation to improve their performance.