Investigating the Effect of Market Orientation and Service Quality on the Competitiveness of Sports Clubs according to the to the Mediating Role of Market Performance

The purpose of this study is to determine the impact of market orientation andservice quality on the development of competitiveness of sports clubs innorthwestern Tehran with regard to the mediating role of market performance. Thisresearch is applied in terms of purpose and descriptive-survey in terms of datacollection. Data collection tools were also a questionnaire that was used to compilebook and field studies. The statistical population of the present study is 474 peoplewho are managers and coaches of sports clubs in the northwest of Tehran. Using theCochran's sample size formula, 213 people were selected as the statistical sample.The sampling method was also stratified random. In this study, market orientationand service quality were considered as independent variables, market performancewas considered as a mediating variable and competitiveness was considered as adependent variable. The questionnaire was also of the standard type, which wasdistributed among the members of the statistical population after confirmation ofvalidity (formality and content) and reliability (Cronbach's alpha). The results ofusing structural equation modeling in the software environment of Lisrel software,showed the positive and significant effect of market orientation and service qualityon the development of competitive ability of clubs directly and indirectly (throughthe mediating role of market performance).