بررسي نقش تعديل‌كننده جنسيت بر رابطه بين بازاريابي رابطه‌مند با وفاداري مشتريان ورزشي

Investigating the moderating role of gender on Relationship between Relationship-based Marketing and Customer Loyalty in sport

هدف از اين تحقيق بررسي نقش تعديل‌كننده جنسيت بر رابطه بين بازاريابي رابطه‌مند با وفاداري مشتريان ورزشي بود. پژوهش از نوع توصيفي- همبستگي بود كه تعداد 376 نفر (189زن، 187مرد) به روش تصادفي به‌ عنوان نمونه پژوهشي انتخاب شدند. داده‌ها با استفاده از پرسشنامه وفاداري مشتريان و بازاريابي رابطه‌مند گردآوري شدند. روايي صوري پرسشنامه‌ها مورد تأييد 15 تن از اساتيد و پاياني آن‌ها با استفاده از آلفاي كرونباخ به ترتيب 0/92 و 0/95 مورد تأييد قرار گرفت. داده‌ها با استفاده آزمون‌ ضريب همبستگي اسپيرمن و آزمون Z فيشر تجزيه و تحليل شد. نتايج نشان داد بين تمامي مؤلفه‌هاي‌ بازاريابي رابطه‌مند با وفاداري مشتريان مرد رابطه معنا‌داري وجود دارد. (p<0/01) ﺑﯿﻦ ﻣﺆﻟﻔﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪﻣﻨﺪ ﺑﺎ وﻓﺎداري ﻣﺸﺘﺮﯾﺎن در زﻧﺎن راﺑﻄﻪ ﻣﻌﻨﺎداري وﺟﻮد دارد. (01/p<0) در ﻣﺆﻟﻔﮥ وﻓﺎداري و ﻋﻮاﻣﻞ اﺟﺘﻤﺎﻋﯽ اﯾﻦ راﺑﻄﻪ در زﻧﺎن ﻣﻌﻨﺎدار ﻧﯿﺴﺖ. (05 /p<0) ﺟﻨﺴﯿﺖ ﺗﻨﻬﺎ ﺑﺮ راﺑﻄﻪ ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﮐﺎرﮐﻨﺎن ﺑﺎ وﻓﺎداري ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎداري داﺷﺖ ﮐﻪ اﯾﻦ ﻋﻮاﻣﻞ در ﻣﺮدان ﻧﺴﺒﺖ ﺑﻪ زﻧﺎن ﺑﯿﺸﺘﺮ اﺳﺖ.(p<0/01) ﻣﺎﻟﮑﺎن ﺑﺎﺷﮕﺎهﻫﺎ ﺑﻪ ﻣﻨﻈﻮر ارﺗﺒﺎط ﭘﺎﯾﺪار ﺑﺎ ﻣﺸﺘﺮﯾﺎن ﺑﺎﯾﺪ ﺑﻪ ﻋﻮاﻣﻞ ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪﻣﻨﺪ ﺗﻮﺟﻪ ﻧﻤﺎﯾﺪ. در ﺻﻮرت ﺑﺎﻻ ﺑﺮدن ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت و ﻋﻮاﻣﻞ اﺟﺘﻤﺎﻋﯽ در ﻣﺤﯿﻂ ﺑﺎﺷﮕﺎهﻫﺎ، ﻣﺮدان وﻓﺎداري ﺑﯿﺸﺘﺮي از ﺧﻮد ﻧﺴﺒﺖ ﺑﻪ زﻧﺎن ﻧﺸﺎن ﻣﯽدﻫﻨﺪ.

The aim of this research was investigating the moderating role of gender on relationship between relationship-based marketing and customer loyalty in sports. This survey was descriptive-correlational research that 376 subjects (189 female, 187 male) took part in it. Data gathered through relationship between marketing questionnaire and customers’ loyalty questionnaire which their face validity was confirmed by 15 university experts and reliability was approved by alpha Cronbach’s of α=0.92, α=0.95, respectively. The data were analyzed using pearson correlation coefficient and Z Fisher test. The results showed that: there is significant relationship between relationship-based marketing components and male customers loyalty (p<0.01). there is significant relationship between relationship-based marketing components and female customers loyalty (p<0.01), but it was not significant between social factors and female customers’ loyalty (p<0.05). Gender has significant effect on the relationship between social factors-loyalty and quality of service-loyalty. These relations were more in males rather than females (p<0.01). Clubs’ owners should pay attention to relationship-based marketing in order to communicate with customers. So, if the quality of service and social factors improve in the clubs, men show loyalty more than women.