hosein poursoltani zarandi

Today, in the global economy, the survival of many organizations depends on the role of customers, and organizations can no longer be indifferent to customers. Organizations should focus all their activities and capabilities on customer satisfaction, because they are the only source of return of customers' capital. The aim of this research was to designing a sensory marketing model with emotional attachment to the brand and satisfaction with the sensory experience of customers of sports pools in Alborz province The research method is descriptive and of the survey type, which was implemented in the field. The statistical population of this research consisted of an unlimited number of customers of swimming pools in Alborz province. Using Morgan's table, the statistical sample was estimated to be 384 tons, which were selected by non-random cluster sampling from among the members of the statistical population. In order to collect data from the sensory marketing questionnaire of Sang Wan Lee (2012) which consists of 22 questions and has components of sense of sight (6 questions), sense of hearing (4 questions), sense of touch (3 questions), sense of smell 5 questions) and sense of taste (4 questions). Questionnaire of satisfaction from sensory experience made by Bittner and Hubert (1994) which consists of 3 questions. Emotional brand attachment questionnaire made by Hor et al. (2018) which consists of 4 questions. Questionnaires are of closed answer type and the measuring scale of five-choice Likert questions is from 1=completely disagree to 5=completely agree. The face validity of the questionnaires were determined using the corrective comments of sports management professors, and the reliability of the questionnaires was obtained using Cronbach's alpha coefficient test of 0.87, 0.76 and 0.79, respectively. Also, the construct validity of the questionnaires was confirmed through confirmatory factor analysis. In order to analyze the data, descriptive indices and statistical tests of Pearson's correlation coefficient, regression analysis and path analysis were used in SPSS and LISREL statistical software.The results showed that there is a positive and significant relationship between sensory marketing with emotional attachment (r=0.582, P=0.001) and satisfaction with sensory experience (r=0.466, P=0.001). Based on the results of the regression equation, the dimensions of vision (P=0.003, t=3.01) and touch (P=0.001, t=4.77) have conditions for predicting emotional attachment and vision dimensions (P=0.018) P, t=2.38), touch (P=0.001, t=6.53) and smell (P=0.001, t=3.65) qualify to predict satisfaction from sensory experience. Therefore, considering the values of t and the significance level, the assumption of equality of coefficients with zero is rejected and the aforementioned B coefficients should be kept in the regression equation. The results of the goodness of fit test showed that the ratio of X2 to df (3.79) and the root mean square error (RMSEA) is equal to 0.091. Also, the indices of NFI=0.92, CFI=0.92, IFI=0.94, GFI=0.96 and AGFI=0.97 confirmed the fit of the model. According to the obtained results, sensory marketing has a positive and significant effect on emotional attachment (T-Value=11.89, r=0.87) and satisfaction with sensory experience (T-Value=8.84, r=0.74) ) has it.Finally, the managers of sports pools should pay special attention to the issue of sensory marketing in order to reduce the costs of the pool on the customers in order to encourage them to their centers, because when they provide their customers with the desired and adapted service quality. He sees with his demands, there is less possibility that he will be attracted to other competitors and use their services. Managers of sports pools can find out about their complaints by setting up a suggestion and complaint box or through a conversation with the customers of the pools or through a survey and try to solve them in order to finally provide acceptable services to the customers. Also, pool managers can put new programs on the agenda in order to maintain long-term relationships with customers. It is suggested that a special group consisting of members of various departments related to identifying customers' feelings should undertake the task of continuous monitoring of service delivery and evaluation of customers' perceptions and feelings of it. In this way, it is possible to guarantee the flexibility of the swimming pools in terms of responding to the needs of customers and to design and implement appropriate programs when needed.

The aim of this study was to investigate the effect of sports motivation on the perception of fan behavior mediated by the quality of the relationship in karate athletes in Alborz province. This research is descriptive and correlational in terms of research method and method, based on structural equation modeling and applied in terms of purpose. The statistical population of this study is the number of karate athletes in Alborz province, whose number is infinite due to different sports styles in the field of karate. The sampling method was proportional to the number of research variables in structural equations according to the condition of 5 to 10 subjects for each item and observing at least 200 subjects, but to prevent sample drop (suggested by Julius et al.) 237 questionnaires by non-random quota sampling method. It was provided to the respondents. Data collection tool was translation of Pike et al. (2020) questionnaire, which confirmed the validity and reliability of this questionnaire. SPSS and Lisrel software were used to analyze the data. Findings showed a positive and significant effect of sports motivation on relationship quality (t.value = 7.16, β = 0.57), sports motivation has an effect on fans' perception of behavior (t.value = 5.37, 0.47) b) was. Specifically, the mediating role of relationship quality in the effect of sports motivation on the perception of fan behavior was confirmed. The model of the mediating role of relationship quality in the effect of sports motivations on the perception of fan behavior in karate athletes in Alborz province had the necessary fit. By having sports motivation and strengthening its components, by raising the strengths in human personality, the quality of relationship and communication with others can be improved.

The purpose of this study is to determine the role of market orientation in the relationship between innovation culture and the development of Nike brand marketing strategy in Shiraz. In terms of research method and method, this research is descriptive-correlation based on structural equation modeling and in terms of purpose, it is applied and has been conducted in the field. The statistical population of this study includes all customers of Nike brand in Shiraz in an unknown number. Using Cochran's formula, 385 people were selected as a statistical sample by non-random sampling method. Data collection tools were Narwell and Sartel (1990) standard market orientation questionnaire, Carmel's organizational culture and innovation questionnaire (2005) and Schilling Lee (2000) marketing strategies questionnaire. After analyzing the data by SPSS software version 25 and Smart PLS version 3, the research findings show a negative and significant effect of innovation culture on the development of marketing strategy (T-Value = 6.180 and 0.333). - = ß), was a positive and significant effect between innovation culture and market orientation (T-Value = 23.661 and = = 1.011) and a positive and significant effect between market orientation and brand marketing strategy development. In addition, the mediating role of market orientation in the relationship between innovation culture and marketing strategy development was acknowledged. The development of marketing strategies is essential for managers of sports organizations and manufacturers of sports brands.Therefore, the providers of Nike products in Iran should develop market strategies by creating and institutionalizing a culture of innovation in sports stores as well as market orientation.

The increasing growth of technology in recent years in all fields, especially in the field of sports equipment and facilities, and the privatization of most sports venues has created intense competition between the owners and managers of sports organizations to attract and retain customers. It is obvious that organizations can be more successful in the field of competition that can attract more customers and keep them satisfied for the purpose of coming again. On the other hand, life in today's competitive world is very hard and difficult without achieving optimal productivity, and sports organizations must search for new ways to attract and retain more customers and gain their satisfaction. Unfortunately, in Iranian sports, sports complexes are facing the problem of reducing customer loyalty and reluctance to return and use the services of that complex, one of the reasons for which is the inattention and ignorance of sports managers to new marketing approaches. (Mirzaei, Hoseini, 2016). Therefore, due to the importance of sports and physical education in people's daily lives and its impact on people's health, and according to the country's economic development strategy through non-oil income, sports have an important place in the economic growth and development of any country, and the sports industry can be a factor for creating wealth. to play a role in the country; Therefore, in order to create wealth and stimulate the thriving sports industry, it is necessary to get better acquainted with the needs and demands of sports customers, rather than examining entrepreneurial solutions and creativity and innovation in service marketing. Therefore, The purpose of this study is to test the role model of satisfaction mediation in the causal relationship between entrepreneurial marketing and the desire to re-attend customers of sports complexes in Karaj. In terms of its nature, the present research is considered to be of the quantitative research type and according to the applied purpose, and of the descriptive-correlation type and based on structural equations, and the data collection process is a field method. The statistical population of the current research was all the male and female customers of sports complexes in the city of Karaj with an unknown number in 2019. Considering that the current research is a causal research type (structural equations), therefore, in the methodology of structural equations modeling, to determine the sample size, it is possible to determine between 5 and 10 subjects for each question and condition, at least 200 subjects, which is considered the suggested ceiling in this research and Therefore, the number of subjects was determined to be 230 and the non-random sampling method was available.The statistical method used in this research is the partial least squares model, which is done in two stages, in this research, in the first stage, the measurement model is through convergent validity analysis using the variance extracted from the constructs and composite reliability, Cronbach's alpha and divergent validity. It was investigated through the square root of the variance extracted from the structures and the correlation of the structures and the HTMT ratio. In the second step, the fit of the structural model was determined by the coefficient of determination of the model and the validity indices of the shared constructs were checked in order to check the quality of the measuring instrument and the fit indices of the structural model (GOF) was analyzed. It is worth mentioning that the Sobel test was used to investigate the mediating effect of satisfaction in the relationship between entrepreneurship and re-attendance.The questionnaires used were Barry's (1996) the standard Future Behavioral Decisions Questionnaire with a reliability of 0.85 and the researcher-made Entrepreneurial Marketing Questionnaire (1399) with a reliability of 0.94 and the standard questionnaire of customer satisfaction of Irkan (2012) with a reliability of 0.70. Structural equation modeling was used to analyze the data by partial least squares method with the help of Excel, SPSS and PLS Smart statistical software.Findings showed In the first stage, the measurement model is examined through convergent validity according to the opinion of Fornell and Larker (1981) criterion of variance extracted from constructs (AVE) 0.50 and the opinion of Magner et al. (1996) the criterion above 0.40, with both criteria it is determined that The variance extracted from the constructs is acceptable. Also, the combined reliability (Dillon-Goldstein coefficient) and Cronbach's alpha coefficient of the structures are acceptable according to the criteria of 0.70; Therefore, according to the validity results, convergence and reliability of the model is acceptable. Also, one of the other indicators in the divergent or differential validity of the model is the examination of the HTMT ratio, which is said to be below 1 in various sources (some sources are below 0.90 and even 0.85). The obtained results show the reconfirmation of the model's divergent validity. Also, in order to check the quality of the model, checking the subscription indicators is used. This index is obtained by dividing the sum of the squares of the prediction errors of the local variables by the sum of the squares of the observations of the local variables minus the number one. The obtained values ​​of this index for all current variables must be positive values; Therefore, according to the obtained values ​​of the variable of satisfaction (0.229) and the variable of willingness to attend again (0.301) and the positiveness of all the values ​​of subscription validity for the current variables, it can be said that the measurement model has a suitable quality.According to this study Entrepreneurial marketing shows an opportunistic perspective, where pioneering managers look for innovative ways to create value for customers and create customer capital for the organization and increase the overall performance of the organization in businesses. This direct structural model showed the direct relationship between the variable of entrepreneurial marketing and its six components with the variable of willingness to attend again and the variable of satisfaction. According to the results of the research, entrepreneurial marketing has explained about 65% of the variance of the willingness to attend again and about 45% of the variance of the satisfaction variable. Entrepreneurship is a process to find innovation opportunities in risky and uncertain conditions by combining production factors in an efficient and effective way, entrepreneurial groups tend to be at the center of gaining competitive advantage by producing new and unique and competitive products in today's changing markets. Cultivating the creativity of entrepreneurs will be done in order to grow their business (Ratten, 2018). In this regard, entrepreneurial marketing by continuously creating and providing special value to customers by discovering new opportunities and resources and innovating in services and responding appropriately to their new demands leads to the adaptation of products and services to the needs and expectations of customers, helping to recognize and invest in profitable customers. And finally, retaining and attracting new customers and improving the level of customer performance, which in turn affects the sports complex's financial performance in a positive way.

With the increasing growth of scientific research in the field of physical education and sports science, the use of statistical software has become obvious. In fact, choosing a type of statistical software according to its features and considering ethical issues may require payment. Today, many statistical softwares are provided for free. Some are in the category of general software that has the ability to perform a wide range of statistical analysis, and on the other hand, small and limited software that has been developed to perform a specific analysis. Some of these softwares have been created only for calculations and have the role of a software calculator, while others are in the form of plugins and can not be run independently. Also, some software has been developed only for a specific research group such as agriculture, social sciences, physiology, biomechanics, etc. This section introduces general statistical software that has the ability to perform a wide range of statistical analysis. The purpose of this study is to review free statistical software in physical education and sports sciences, which are: SPSS، Lisrel، Amos، Pls، EQS، Jasp، Jamovi، MaxStat، PSPP، R، Stata، S-Plus، Excel، Statistician، Minitab، Atlas، Xlstat، Origin،Systat ,Past. Statistical software has special features depending on their nature. Accordingly, the choice of a free statistical software depends to a large extent on the capabilities of the statistical test desired by the software by the software, but in commercial versions due to the breadth and variety of commands and statistical commands in the software, this factor is a limited factor. Is not considered a supplier. One of the most important and essential things in choosing a statistical software is the user interface of that software. In fact, the user interface of many statistical softwares is considered graphically or selectively oriented. But the user interface of R statistical software is textual and commands are given to the software through the programming language. In this regard, learning and understanding software with a graphical user interface is possible in a few hours, but in order to learn R software, you need to spend more time. Some of these statistical softwares such as R and PSPP have help and training packages that do not help the user to learn the basics of the software. Also, many softwares have online guides and educational pages in cyberspace, such as statistical softwares R, PSPP, Vista and OpenStat (Hakimi, 2014). Choosing a statistical package by consumers is often a difficult process and it is necessary to compare different products in order to select the most appropriate one, and this selection should be done based on clear criteria and in accordance with the goals set by researchers (Lina et al. , 2021). In this regard, in order to compare free statistical software, after downloading and installing this software from publishing sites, using the guide in the software as well as sample data, their efficiency and ability in different commands were compared. In order to evaluate the use of statistical software, the number of articles published in ScienceDirect database was measured. Figure 1 shows the number of articles published in 2020 that statistical software was used to analyze the data. Based on these results, SPSS software has the highest usage and MINITAB and SYSTAT software are in the next ranks. The results showed that all these softwares are legally free and without payment and all the results extracted from them can be published. Also Lisrel, Amos, Pls, EQS software are most used in the field of structural equation modeling. In this study, several software packages with their capabilities, compatibility, usefulness and limitations are explained, so what is certain is that researchers use different statistical packages to analyze similar data. Each packet has basic statistical capabilities that can be used, but each packet has its own advantages and disadvantages for using different types of data analysis. Many statistical software developers try to make the graphical user interface capabilities more user-friendly. According to the results, SPSS and Minitab are still the most popular tools for statistical data analysis, especially for those with low statistical or mathematical competencies. The results show that free and open source statistical software have good capabilities, but how they can be used in more advanced ways is questionable. All statistical software has almost the same results (the number of decimals or some decimals may vary at best), although they follow different algorithms in each case. In addition, more information is provided in each software than in other packages. Therefore, according to the need, users should choose their software carefully. When processing and analyzing data, it is important to choose the appropriate statistical method to obtain correct decisions and interpretations. Underestimating the importance of statistical methods and proper organization of relevant experiments can lead to incorrect scientific results.On the other hand, the large number of software packages and the fact that they offer similar or relatively identical opportunities suggest a complex choice that often cannot be made effectively due to the lack of a benchmarking system. Conducting studies such as the present study can help researchers select software that facilitates their work as much as possible in achieving the stated research goal. The choice of statistical software packages for learning should be based on the suitability of the software for all the analyzes that the researcher may want to analyze. Therefore, it is recommended to select at least two softwares to provide a broader and stronger learning analysis of the research. Finally, the researcher's opinion, after analyzing the field data to a great extent, is that statistical software has made a significant contribution to humanities research, especially in the field of demographic and data analysis. This was achieved by using a scientific approach to solve fundamental problems in research that is data analysis. Although some other factors such as literature review, methodology and findings have affected the quality of research work, but it is quite clear that the impact of statistical software packages on research analysis and findings can not be estimated.

One of the important approaches in data analysis is to help solve theoretical and practical problems based on the findings of other researchers. Meta-analysis is a method that uses the same and opposite results of other people's research and presents the extract of existing research on a specific topic based on the homogeneity or heterogeneity of scientific findings and based on valid and systematic scientific methods.In this research, 16 research articles on the relationship between service quality and customer satisfaction were used and meta-analysis of data in software (CMA2) was performed. According to Cochran Q test (Sig = 0.003, Sig = 683 / 579Q), it can be said that the present studies in meta-analysis are heterogeneous and therefore the random effects model (not fixed effects) should be used to interpret the combined effect size. The size of the random (combined) effect of the relationship between service quality and customer satisfaction is equal to 0.71 and with 0.95 confidence can be said to be in the range of 0.606 to 0.776. Interpretation of effect size According to Cohen's criteria, the effect size is large. Also, according to (Sig = 0.001, Zig = 10.264), the size of the random effect is significant.

The aim of the current study was to study the relationship between leadership style (pragmatic style &transformational style) and self- efficacy among sport managers. 137 sport managers were selected through random sampling according to Morgan’s table. The research scale involved two standard questionnaires including MIQ leadership style questionnaire with 41 items as well as kooper’s self- efficacy with 35 items. The reliability was found to be 0/79 for leadership style questionnaire and 0/81 for self- efficacy questionnaire based on Chronbach’s alpha. Descriptive and inferencial statistics such as Colmogrovsmirnov and spearman correlation coefficient were applied for data analysis. The most important findings were as follow: there was a significant relationship between transformational leadership style and self- efficacy among sport managers. There was a significant difference in self- efficacy of sport managers. The managers with transformational leadership style had the most self- efficacy, and the pragmatic andmanagers had the next ranking respectively.

The aim of this study was to determine the relationship of Happiness at work with organizational entrepreneurship of employees of the Ministry of Sport and Youth.
This was a correlational study, which was conducted in survey method. Three questionnaires of demographic characteristics, happiness in organizations hasanzadeh (2012) and organizational entrepreneurship samad aghaei (1999) were used. Statistical society was includes employees of Ministry of Sport and Youth in 2013-2014 (N = 745). Statistical Sample were determined randomly (n=254 person), from which (n=228) questionnaires were returned to the researcher. Face and content validity of the questionnaires was confirmed after the opinions of 12 experts in sports management field and with using the Lawshe Validation for happiness in organization (CVR=0.87) and organizational entrepreneurship (CVR= 0.83). Reliability coefficient of Happiness questionnaire (α=0.89) and organizational entrepreneurship questionnaire (α=0.94). In examining the test of hypotheses and the algorithm of structural model were used PLS and SPSS, in significance level of (P≤ 0.05).
Finding: There were positive and significant relationship between happiness and entrepreneurship in organization. The state of happiness in the Ministry of Sport and Youth was at an acceptable level, but the state of entrepreneurship in the Ministry of Sport and Youth was not acceptable. The happiness of employees (β = 0.47) was able to predict entrepreneurial organization. According to the results of structural model, happiness at work in the ministry was influential in entrepreneurial employees.
It is suggested that the Ministry of Sport and Youth Leaders for increasing organizational entrepreneurship, provide Context of joy and happiness staff.