بررسی تأثیر مدیریت ارتباط با مشتری و بازاریابی کارآفرینانه بر روی رضایت مشتری با نقش میانجی بازاریابی داخلی (مطالعۀ موردی: برند ورزشی مجید)

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 دانشجوی دکترا، گروه مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران.

2 استادیارگروه مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران

3 دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد مرکزی تهران، تهران، ایران

10.48301/kssa.2022.298846.1661

چکیده

هدف این پژوهش بررسی تأثیر مدیریت ارتباط با مشتری و بازاریابی کارآفرینانه بر روی رضایت­ مشتری با نقش میانجی بازاریابی داخلی (مطالعۀ موردی: برند ورزشی مجید) بود. این پژوهش برحسب هدف کاربردی و به لحاظ روش از نوع توصیفی- همبستگی است. در پژوهش حاضر جامعۀ آماری مشتریان محصولات برند ورزشی مجید بودند، که تعداد 370 نفر به عنوان نمونۀ پژوهش انتخاب گردیدند و از روش نمونه­گیری در دسترس و به صورت داوطلبانه انتخاب شدند. همچنین جهت ارزیابی مدیریت ارتباط با مشتری از پرسش‌نامه یو و همکاران (2010)، پرسش‌نامه باچر و همکاران (2012)، برای سنجش بازاریابی کارافرینانه استفاده شد. همچنین برای سنجش بازاریابی داخلی از پرسش‌نامه گانرانس (2008)، استفاده شد، و در نهایت برای سنجش رضایت ­مشتریان از پرسش‌نامه چو و همکاران  (2003)، استفاده شده است. تحلیل عاملی تأییدی و بررسی اثرات و نقش میانجی تحقیق در سطح خطاء 5% و از نرم افزارهای 25 SPSS و Smart PLS 3.2.9 استفاده شد. نتایج به‌دست آمده نشان داد مدیریت ارتباط مشتری، بازاریابی کارآفرینانه و بازاریابی داخلی بر رضایت ­مشتری اثرگذار هستند، و این‌که بازاریابی مدیریت ارتباط مشتری با بازاریابی کارآفرینانه بر بازاریابی داخلی اثرگذار بوده است. همچنینی نقش میانجی بازاریابی داخلی در ارتباط با تأثیر بازاریابی کارآفرینانه و مدیریت ارتباط با مشتری بر رضایت­ مشتری تأیید گردید. با توجه به نتیجه به دست آمده می­توان نتیجه گرفت که برای جلب رضایت مشتری باید ارتباط مناسبی برقرار کرد و با مدیریت ارتباط، می­توان مشتری را راضی نگه داشت و همچنین با بازاریابی کارآفرینانه می­توان تولید شغل کرد که این مورد نیز باعث رضایت‌مندی مشتری می­شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Effect of Customer Relationship Management and Entrepreneurial Marketing on Customer Satisfaction with the Mediating Role of Internal Marketing (Case Study: Majid Sports Brand)

نویسندگان [English]

  • Zahra Rajaeizadeh 1
  • ali asghar dorodian 2
  • shahoo zamani dadaneh 3
1 PhD Student in Sports Management, Department of Sports Management, Islamic Azad University, North Tehran Branch, Tehran, Iran.
2 Assistant Professor, Department of Sports Management, Islamic Azad University, North Tehran Branch, Tehran, Iran
3 PhD Student in Sports Management, Islamic Azad University, Central Branch of Tehran, Tehran, Iran.
چکیده [English]

The purpose of this study was to investigate the effect of customer relationship management and entrepreneurial marketing on customer satisfaction with the mediating role of internal marketing (case study: Majid Sports Brand). This research was applied in terms of purpose and descriptive-correlational in terms of method. In the present study, the statistical population comprised of the customers of Majid Sports Brand products, in which 370 people were selected as the research sample and by available sampling method and voluntarily. In addition, to evaluate customer relationship management, the questionnaire of Yu et al. (2010) was used and to measure entrepreneurial marketing, Butcher et al.’s (2012) questionnaire was used. Ganrans Questionnaire (2008) was also used to measure internal marketing, and finally Chow et al.’s (2003) questionnaire was used to measure customer satisfaction. Confirmatory factor analysis and investigating the effects and mediating role of the research at an error level of 5% using SPSS 25 and Smart PLS 3.2.9 softwares. The results showed that customer relationship management, entrepreneurial marketing and internal marketing affect customer satisfaction, and that customer relationship management marketing with entrepreneurial marketing has an impact on internal marketing. The mediating role of internal marketing in relation to the impact of entrepreneurial marketing and customer relationship management on customer satisfaction was also confirmed. According to the obtained results, it can be concluded that in order to satisfy the customer, an appropriate relationship should be established and with relationship management, the customer can be satisfied and also with entrepreneurial marketing, a job can be created, which will also lead to customer satisfaction.

کلیدواژه‌ها [English]

  • Customer relationship management
  • Entrepreneurial marketing
  • Customer satisfaction
  • Internal marketing
  • Majid brand

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فصلنامه علمی کارافن
دوره 19، شماره 2 - شماره پیاپی 58
علوم انسانی
شهریور 1401
صفحه 359-379

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  • تاریخ دریافت: 02 مهر 1400
  • تاریخ بازنگری: 29 آبان 1400
  • تاریخ پذیرش: 13 دی 1400

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