دوره 13، شماره 26 - ( 10-1402 )
جلد 13 شماره 26 صفحات 100-88 |
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tojari F, sadjadihezaveh S, saleh H. The Effect Of Relationship Quality On The Attendance, Media And Purchase Behavior Of Fans Of Iranian Premier League Teams. JRSM 2023; 13 (26) :88-100
URL: http://jrsm.khu.ac.ir/article-1-3210-fa.html
URL: http://jrsm.khu.ac.ir/article-1-3210-fa.html
تجاری فرشاد، سجادی هزاوه سید حمید، صالح حسین. رابطه علی کیفیت رابطه با رفتار حضور، رسانه و خرید هواداران تیم‌های لیگ برتر فوتبال ایران فصل 1400-1399. پژوهش در مدیریت ورزشی و رفتار حرکتی. 1402; 13 (26) :88-100
فرشاد تجاری* 
1، سید حمید سجادی هزاوه2 ، حسین صالح2
1، سید حمید سجادی هزاوه2 ، حسین صالح2
1- دانشکده تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی واحد تهران مرکزی ، farshad.tojari@gmail.com
2- دانشکده تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی واحد تهران مرکزی
2- دانشکده تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی واحد تهران مرکزی
چکیده: (2111 مشاهده)
هدف کلی پژوهش حاضر بررسی تأثیر کیفیت رابطه در رفتار حضور، رسانه و خرید هواداران تیم‌های لیگ برتر فوتبال ایران بود. پژوهش حاضر پژوهشی توصیفی از نوع همبستگی بود. نمونه آماری، هواداران لیگ برتر فوتبال فصل 1399-1400 ایران بودند که به روش نمونهگیری تناسبی انتخاب شدند. در این تحقیق از پرسشنامههای کیفیت رابطه، حضور، رسانه و خرید کیم و همکاران (2011) استفاده شد. نتایج نشان داد که کیفیت رابطه با ضرایب رگرسیونی 63/0، 57/0 و 65/0 و نسبتهای بحرانی 48/18، 97/16 و 72/17 به ترتیب بر رفتار خرید کالاها، رسانه و حضور در ورزشگاه هواداران لیگ برتر فوتبال ایران تأثیر مثبت معناداری دارد.
نوع مطالعه: پژوهشي |
موضوع مقاله:
مدیریت ورزشی
دریافت: 1401/12/19 | پذیرش: 1402/9/2 | انتشار الکترونیک پیش از انتشار نهایی: 1402/9/2 | انتشار: 1402/10/8
دریافت: 1401/12/19 | پذیرش: 1402/9/2 | انتشار الکترونیک پیش از انتشار نهایی: 1402/9/2 | انتشار: 1402/10/8
فهرست منابع
1. Khorshidi R, Elahi A, Hadavi F. The Prediction of Intention to Attend Again and Consumption Marked Merchandises of Spectators of Famous Clubs of Tehran. Research in Sport Management & Motor Behavior. 2021;11(21):1-16. [DOI:10.52547/JRSM.11.21.1]
2. Paek B, Morse A, Hutchinson S, Lim CH. Examining the relationship for sport motives, relationship quality, and sport consumption intention. Sport Management Review. 2020. [DOI:10.1016/j.smr.2020.04.003]
3. Dwyer B, LeCrom C, Greenhalgh GP. Exploring and measuring spectator sport fanaticism. Communication & Sport. 2018;6(1):58-85. [DOI:10.1177/2167479516679411]
4. Jaberi A, Assadi H, Mazloomi Soveini F, KhazaeiPool J. The Effects of Team Brand Identity Dimensions on Team Loyalty among Fans of Football Pro League in Iran. Sport Management and Development. 2016;5(1):1-18.
5. Yoshida M. Consumer experience quality: A review and extension of the sport management literature. Sport Management Review. 2017;20(5):427-42. [DOI:10.1016/j.smr.2017.01.002]
6. Lee J-Y, Jin C. The effect of sponsor's brand on consumer-brand relationship in sport sponsorship. Global Business & Finance Review (GBFR). 2019;24:27-43. [DOI:10.17549/gbfr.2019.24.1.27]
7. Berry LL. Relationship Marketing of Services Perspectives from 1983 and 2000. Journal of Relationship Marketing. 2002;1:59-77. [DOI:10.1300/J366v01n01_05]
8. Kotler P. Marketing Management: Millennium Edition: Prentice Hall PTR; 2000 2000. 718 p.
9. Nadeem W, Juntunen M, Shirazi F, Hajli N. Consumers' value co-creation in sharing economy: The role of social support, consumers' ethical perceptions and relationship quality. Technological Forecasting and Social Change. 2020;151:119786. [DOI:10.1016/j.techfore.2019.119786]
10. Anderson EW. Customer Satisfaction and Word of Mouth. Journal of Service Research. 1998;1:5-17. [DOI:10.1177/109467059800100102]
11. Palmatier RW, Jarvis CB, Bechkoff JR, Kardes FR. The Role of Customer Gratitude in Relationship Marketing. Journal of Marketing. 2009;73:1-18. [DOI:10.1509/jmkg.73.5.1]
12. Rauyruen P, Miller KE. Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research. 2007;60(1):21-31. [DOI:10.1016/j.jbusres.2005.11.006]
13. Haghighi M, Hossainee H, Asgaryeh Ahari H, Arian A, Darikndeh A. Effects of marketing tactics relationship on customer loyalty from the perspective of Irancell customers. New Marketing Research Journal. 2013;2(4):44-62.
14. Rahimnia F, Harandi A, Fatemi SZ. Study of Relationship Quality with Customers on Perceived Quality and Customer Loyalty (case of five stare hotels in Mashhad city). Management Researches. 2013;5(17):83-101.
15. Kim D, Kim A, Kim J, Ko YJ. Symbiotic Relationship Between Sport Media Consumption and Spectatorship: The Role of Flow Experience and Hedonic Need Fulfillment. Journal of Global Sport Management. 2019:1-23. [DOI:10.1080/24704067.2018.1550368]
16. Kim YK, Trail G, Ko YJ. The Influence of Relationship Quality on Sport Consumption Behaviors: An Empirical Examination of the Relationship Quality Framework. Journal of Sport Management. 2011;25:576-92. [DOI:10.1123/jsm.25.6.576]
17. Emami M, Benar N. The Effect of Relationship Marketing on Quality of Relationship with the Spectators of Women's Volleyball Professional League. Sport Management Studies. 2017;9(41):191-210.
18. Gholizadeh B, Talebpour M, Kashtidar M. The Relationship Marketing: A Predictor of Sport Consumers' Buying Behavior (A Study of Women's Fitness Clubs in Mashhad). New Trends in Sport Management. 2015;3(10):73-84.
19. Khorshidi R, Elahi A, Hadavi F. The Prediction of Intention to Attend Again and Consumption Marked Merchandises of Spectators of Famous Clubs of Tehran. Research in Sport Management & Motor Behavior. 2021;11(21):1-16. [DOI:10.52547/JRSM.11.21.1]
20. Paek B, Morse A, Hutchinson S, Lim CH. Examining the relationship for sport motives, relationship quality, and sport consumption intention. Sport Management Review. 2020. [DOI:10.1016/j.smr.2020.04.003]
21. Dwyer B, LeCrom C, Greenhalgh GP. Exploring and measuring spectator sport fanaticism. Communication & Sport. 2018;6(1):58-85. [DOI:10.1177/2167479516679411]
22. Jaberi A, Assadi H, Mazloomi Soveini F, KhazaeiPool J. The Effects of Team Brand Identity Dimensions on Team Loyalty among Fans of Football Pro League in Iran. Sport Management and Development. 2016;5(1):1-18.
23. Yoshida M. Consumer experience quality: A review and extension of the sport management literature. Sport Management Review. 2017;20(5):427-42. [DOI:10.1016/j.smr.2017.01.002]
24. Lee J-Y, Jin C. The effect of sponsor's brand on consumer-brand relationship in sport sponsorship. Global Business & Finance Review (GBFR). 2019;24:27-43. [DOI:10.17549/gbfr.2019.24.1.27]
25. Berry LL. Relationship Marketing of Services Perspectives from 1983 and 2000. Journal of Relationship Marketing. 2002;1:59-77. [DOI:10.1300/J366v01n01_05]
26. Kotler P. Marketing Management: Millennium Edition: Prentice Hall PTR; 2000 2000. 718 p.
27. Nadeem W, Juntunen M, Shirazi F, Hajli N. Consumers' value co-creation in sharing economy: The role of social support, consumers' ethical perceptions and relationship quality. Technological Forecasting and Social Change. 2020;151:119786. [DOI:10.1016/j.techfore.2019.119786]
28. Anderson EW. Customer Satisfaction and Word of Mouth. Journal of Service Research. 1998;1:5-17. [DOI:10.1177/109467059800100102]
29. Palmatier RW, Jarvis CB, Bechkoff JR, Kardes FR. The Role of Customer Gratitude in Relationship Marketing. Journal of Marketing. 2009;73:1-18. [DOI:10.1509/jmkg.73.5.1]
30. Rauyruen P, Miller KE. Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research. 2007;60(1):21-31. [DOI:10.1016/j.jbusres.2005.11.006]
31. Haghighi M, Hossainee H, Asgaryeh Ahari H, Arian A, Darikndeh A. Effects of marketing tactics relationship on customer loyalty from the perspective of Irancell customers. New Marketing Research Journal. 2013;2(4):44-62.
32. Rahimnia F, Harandi A, Fatemi SZ. Study of Relationship Quality with Customers on Perceived Quality and Customer Loyalty (case of five stare hotels in Mashhad city). Management Researches. 2013;5(17):83-101.
33. Kim D, Kim A, Kim J, Ko YJ. Symbiotic Relationship Between Sport Media Consumption and Spectatorship: The Role of Flow Experience and Hedonic Need Fulfillment. Journal of Global Sport Management. 2019:1-23. [DOI:10.1080/24704067.2018.1550368]
34. Kim YK, Trail G, Ko YJ. The Influence of Relationship Quality on Sport Consumption Behaviors: An Empirical Examination of the Relationship Quality Framework. Journal of Sport Management. 2011;25:576-92. [DOI:10.1123/jsm.25.6.576]
35. Emami M, Benar N. The Effect of Relationship Marketing on Quality of Relationship with the Spectators of Women's Volleyball Professional League. Sport Management Studies. 2017;9(41):191-210.
36. Gholizadeh B, Talebpour M, Kashtidar M. The Relationship Marketing: A Predictor of Sport Consumers' Buying Behavior (A Study of Women's Fitness Clubs in Mashhad). New Trends in Sport Management. 2015;3(10):73-84.
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