The mediating effect of service quality on the relationship between market orientation and business performance of private sports venues

The purpose of this study was to The mediating effect of service quality on the relationship between market orientation and business performance of private sports venues. The present study is applied in terms of descriptive-correlational nature. The statistical population of the study was all managers, coaches and graduates of sports active in sports clubs in the western provinces of the country. The statistical sample (N= 384) was selected as a multi-stage. In order to collect data, the market orientation questionnaire (Narvar and Slater, 1990), service quality (Kamali, 1396) and the researcher-made business performance questionnaire were used and the face validity of the questionnaire was confirmed by experts (13 people). Its reliability was also calculated using Cronbach's alpha test (0.95) and combined reliability. Structural equation modeling in PLS3-SPSS24 software has been used to analyze the data and check the model fit. The results showed that market orientation and service quality have a significant effect on the commercial performance of sports venues. Market orientation also has a significant effect on service quality. Finally, the effect of market orientation on business performance was mediated by the quality of service quality. Also, the effect of customer orientation, competitiveness and cross-sectoral coordination dimensions on business performance was significant. According to the results, it can be said that the managers of sports venues must use different market-oriented strategies to achieve successful commercialization of their sports complexes.