مدلسازی تأثیر مدیریت ارتباط با مشتری بر برند کارمند محور با نقش میانجی بازاریابی درونی در باشگاه‌های بدنسازی

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 دانشیار، گروه تربیت بدنی و علوم ورزشی، دانشگاه فنی و حرفه‌‌ای، تهران، ایران.

2 دانشیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران.

3 استادیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران ایران.

10.48301/kssa.2021.290331.1571

چکیده

هدف از انجام این پژوهش بررسی تأثیر مدیریت ارتباط با مشتری بر برند کارمند محور با نقش میانجی بازاریابی درونی در باشگاه‌های بدنسازی استان مازندران بود. این پژوهش توصیفی- همبستگی با رویکرد مدل معادلات ساختاری بود. جامعۀ آماری پژوهش شامل مشتریان باشگاه­های بدنسازی شرق استان مازندران (افراد مشغول فعالیت ورزشی در باشگاه‌ها) بودند. تعداد 101 نفر به صورت روش نمونه‌گیری تصادفی ساده انتخاب شدند. ابزار گردآوری داده‌ها پرسش‌نامه­های معتبر مدیریت ارتباط با مشتری، بازاریابی درونی و برند کارمند محور بود. پایایی آنها از طریق آلفای کرونباخ ارزیابی شد. برای تجزیه و تحلیل داده­ها از آمار توصیفی (میانگین و انحراف استاندارد، فراوانی و درصد) و آمار استنباطی (ضریب همبستگی پیرسون و مدل­ یابی معادلات ساختاری) در قالب نرم افزارهای SPSS24 و AMOS24 استفاده شد. یافته­ها نشان داد که مدیریت ارتباط با مشتری دارای اثر مثبت و معناداری بر برند کارمند محور از طریق بازاریابی درونی می‌باشد و مسیر مدیریت ارتباط با مشتری به بازاریابی درونی، 14% از مقدار واریانس بازاریابی درونی و دو مسیر مدیریت ارتباط با مشتری و بازاریابی درونی به برند کارمند محور، 19% از مقدار واریانس برند کارمند محور را تبیین می‌کنند. بنابراین، پیشنهاد می­شود که مدیران باشگاه­های ورزشی سعی کنند با دراختیار گذاشتن امکانات بیشتر ارتباط مؤثرتری با مشتریان خود داشته باشند موانع روانی و مادی ارتباطی باید برداشته شود و همچنین باید فرهنگ شفاف‌سازی ارتباطی بین مشتری و اعضای داخل سازمان را تقویت کرد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Modeling the Effect of Customer Relationship Management on Employee-Based Brands with the Role of Internal Marketing Mediator in Bodybuilding Clubs

نویسندگان [English]

  • Seyed Hossein َAlavi 1
  • Saeid Tabesh 2
  • Forough Mohammadi 3
1 Associate Professor, Department of Physical Education and Sports Sciences, Technical and Vocational University, Tehran, Iran.
2 Associate Professor of Sports Management, Faculty of Sports Sciences, Mazandaran University, Babolsar, Iran.
3 Assistant Professor, Faculty of Sports Sciences, Islamic Azad University, South Tehran Branch, Tehran, Iran.
چکیده [English]

The purpose of this study was to investigate the effect of customer relationship management on employee-oriented brands with the role of internal marketing mediator in bodybuilding clubs in Mazandaran Province. This was descriptive-correlational research with a structural equation model approach. The statistical population of the research included the customers of fitness clubs in the east of Mazandaran Province (people engaged in sports activities in the clubs). 101 people were selected by simple random sampling method. Data collection tools used were valid customer relationship management, internal marketing and employee brand questionnaires. Their reliability was evaluated through Cronbach's alpha. For data analysis, descriptive statistics (mean and standard deviation, frequency and percentage) and inferential statistics (Pearson correlation coefficient and structural equation modeling) were used in SPSS24 and AMOS24 softwares. The findings showed that customer relationship management had a positive and significant effect on the employee-oriented brand through internal marketing, and the path of customer relationship management to internal marketing accounts for 14% of the variance of internal marketing and two paths of customer relationship management; and internal marketing to the employee-based brand explained 19% of the variance of the employee-centered brand. Therefore, it is recommended that the managers of sports clubs attempt to have more effective communication with their customers by providing more facilities, the psychological and material barriers to communication be removed and also the culture of clarifying communication between customers and members within the organization should be strengthened. 

کلیدواژه‌ها [English]

  • Internal marketing Bodybuilding clubs Employee
  • based brand Customer relationship management

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فصلنامه علمی کارافن
دوره 19، ویژه نامه
علوم انسانی
مرداد 1401
صفحه 551-571

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سابقه مقاله

  • تاریخ دریافت: 19 تیر 1400
  • تاریخ بازنگری: 16 آبان 1400
  • تاریخ پذیرش: 07 آذر 1400

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