تأثیر بازاریابی داخلی بر تمایل به ثبت نام مجدد هنرجویان هنرستان‌های تربیت بدنی غیردولتی شهر تهران

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 استادیار گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.

2 دانشجوی دکتری مدیریت ورزشی دانشگاه علامه طباطبائی، تهران، ایران.

3 کارشناس ارشد مدیریت ورزشی دانشگاه غیردولتی-غیرانتفاعی ایوان‌کی، تهران، ایران.

4 دکتری مدیریت ورزشی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران.

10.48301/kssa.2021.295988.1637

چکیده

پایش و توجه به عوامل تأثیرگذار در ایجاد تمایل مثبت نسبت به حوزۀ آموزش بسیار اهمیت دارد. هدف پژوهش حاضر، بررسی تأثیر بازاریابی داخلی بر تمایل به ثبت نام مجدد هنرجویان هنرستان‌های تربیت بدنی غیردولتی تهران با نقش میانجی رضایتمندی کارکنان بود. پژوهش حاضر به لحاظ هدف، کاربردی و به لحاظ روش پژوهش مبتنی بر مُدل‌سازی معادلات ساختاری بود. جامعه تحقیق حاضر، کلیه ذی‌نفعان هنرستان‌های تربیت‌بدنی شامل مدیران، معلمان و هنرجویان شش هنرستان­ تربیت­بدنی شهر تهران (750 N=) بود که براساس جدول نمونه‌گیری مورگان 256 نفر با روش نمونه‌گیری خوشه‌ای- تصادفی به عنوان نمونۀ تحقیق انتخاب شدند. یافته­های تحقیق نشان داد که بین بازاریابی داخلی و مؤلفه‌های رضایتمندی مشتریان ارتباط معناداری وجود داشت (006/0=Sig، 449/28=t)؛ همچنین بین بازاریابی داخلی و تمایل به ثبت نام مجدد مشتریان نیز ارتباط مثبت و معناداری مشاهده شد (001/0=Sig، 737/2=t)؛ همچنین بین مؤلفه­های بازاریابی داخلی، خدمت داخلی، پرداخت، ارتباطات و میزان حضور مجدد هنرجویان هنرستان­های تربیت بدنی غیر دولتی شهر تهران ارتباط معناداری وجود داشت و کلیۀ شاخص­ها دلالت بر مطلوبیت مُدل معادلات ساختاری داشتند و رضایتمندی نقش واسطه­ای معناداری بین بازاریابی درونی و تمایل به ثبت نام مجدد داشت (001/0=Sig، 178/6=t). زمانی که معلمان و کارکنان هنرستان‌های تربیت‌بدنی امنیت شغلی بهتری داشته باشند، پاداش و حقوق و مزایای بهتری دریافت کنند انگیزۀ بیشتری برای خدمت به هنرجویان پیدا می‌کنند و این شرایط مطلوب منجر به تمایل به ثبت نام مجدد هنرجویان می‌شود. لذا پیشنهاد می‌شود امنیت شغلی مناسب برای معلمان و کارکنان هنرستان‌ها ایجاد شود و این موضوع به صورت یک فرهنگ و سیاست سازمانی در آموزش و پرورش دیده شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Internal Marketing on the Willingness to Re-Enroll Students of Non-Governmental Physical Education Preschools in Tehran with the Mediating Role of Staff Satisfaction

نویسندگان [English]

  • Ahmad Mahmoudi 1
  • Mohammad Hosein Ghorbani 2
  • Mona Rahimi 3
  • Hasan Ghamati 4
1 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran.
2 PhD Student of Sport Management, University of Allameh Tabataba'i University.
3 Master of Sport Management, University Eyvanakey.
4 PhD of Sports Management, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.
چکیده [English]

Monitoring and paying attention to influential factors in creating a positive desire for the field of education is very important. The purpose of this study was to investigate the effect of internal marketing on the willingness to re-enroll students of non-governmental physical education preschools in Tehran with the mediating role of staff satisfaction. The purpose of this study was applied, and the research method was based on structural equation modeling. The population of the present study was all stakeholders of physical education schools including managers, teachers and students of six physical education schools in Tehran (N= 750). Based on Morgan's sampling table, 256 individuals were selected as available statistical samples. Findings showed that there was a significant relationship between internal marketing and components of customer satisfaction (Sig = 0.001, t = 2.449); there was also a positive and significant relationship between internal marketing and the desire to re-register customers (Sig = 0.001, t = 2.737). In addition, there was a significant relationship between the components of internal marketing, internal service, payment, communication and re-attendance of students in physical education schools in Tehran. All indicators demonstrated the desirability of the structural equation model and satisfaction was a significant mediator between internal marketing and tendency to re-register (Sig = 0.001, t = 6.178). When teachers and staff of physical education colleges have better job security, receive better rewards, salaries and benefits, they will be more motivated to serve students, and these favorable conditions will lead to a desire to re-enroll students. Therefore, it is recommended that appropriate job security be created for teachers and staff of vocational schools and this issue be seen as an organizational culture and policy in education. 

کلیدواژه‌ها [English]

  • Educational marketing
  • Student satisfaction
  • Educational services
  • School of physical education

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فصلنامه علمی کارافن
دوره 19، ویژه نامه
علوم انسانی
مرداد 1401
صفحه 297-312

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سابقه مقاله

  • تاریخ دریافت: 07 شهریور 1400
  • تاریخ بازنگری: 29 مهر 1400
  • تاریخ پذیرش: 16 آبان 1400

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