مجله رویکردهای نوین در مدیریت ورزشی
پیاپی 10 (پاییز 1394)

The aim of this study was to evaluate the efficiency of sports manufacturing companies with an organizational agility approach. The statistical population consisted of 26 sports manufacturing companies in Mashhad city that were selected as the sample by census method. The research method was descriptive-analytic and field-survey in terms of data collection. Data were collected by Veisi Organizational Agility Questionnaire (2014) including 70 items based on 5-point Likert Scale. In this study, input-based model was used to evaluate efficiency. SPSS, GAMS and DEA Frontier were used for data analysis. The results showed that only 11 companies were efficient in terms of agility approach. Moreover, the results of single-sample t test with an error level of 5% indicated a favorable situation of agility in terms of accountability and competence, and an unfavorable situation in terms of flexibility and speed. In addition, it was found out that enablers had an unfavorable situation in both structure and content aspects. Due to a lack of agility efficiency of more than half of the producers, causes of inefficiency, review and improving strategies for inputs and outputs in the form of organizational agility and enablers were presented.

The aim of this study was to investigate the relationship of sport managers' transformational leadership style and organizational culture of Ministry of Sport and Youth with the creativity of the employees of this ministry. The research method was descriptive-correlation and statistical population included 950 managers and employees of the Ministry of Sport and Youth. According to the Morgan and Krejcie Table and using stratified random sampling method, 274 subjects were selected as the sample. Torrance (1959) Creativity Questionnaire, Denison (2000) Organizational Culture Questionnaire and Bass and Olive (2000) Leadership Style Questionnaire were used to collect data. For data analysis, simple and multiple regressions were used. The results showed that managers' leadership style in sport and organizational culture of sport organizations had a significant and positive relationship with employees' creativity in these organizations (P≤0.05) and these two variables had the ability to predict employees' creativity.

The current study aimed at examining the relationship between sporting goods salespersons’ work ethics and developing close relations (trust, commitment and loyalty) between customers and stores. The methodology of the study was descriptive (survey type). The statistical population consisted of all customers of sporting goods stores in Qazvin city. 370 customers were selected as the sample by convenience sampling method and Cochran’s sample size formula. Data were collected using Hasan Gholipour et al. (2012) salespersons' work ethics and customers' trust, commitment and loyalty. Results revealed a significant and positive relationship between customers’ trust, commitment and loyalty and salespersons’ work ethics and work ethics had the largest relationship and correlation with trust (R= 0.650). Independent t test (P≤0.05) results also showed a significant difference between male and female customers’ attitudes only in two variables of trust and commitment. Providing true information about products, safeguarding customers’ interests, embracing the principles of fairness and honesty to win customers’ trust offering high quality products and commensurate with customers’ interests and demands such as pricing and considering their complaints and suggestions can help develop the relationship between customers and sporting goods salespersons.

The aim of study was to investigate Iran sport stadiums atmosphere in sport events with most spectators. Research method was descriptive and survey. The statistical population consisted of spectators of those leagues with most spectators (football, wrestling, volleyball) in 2014-2015 season. 400 subjects were selected based on purposive sampling method. Revised Questionnaire of Sport Stadiums Atmosphere by Chen et al. (2013) was used. Its content validity was approved by 15 sport management experts and its reliability was confirmed by Cronbach's alpha (α=0.74). Descriptive and inferential statistic (K-S, Friedman, Kruskal-Wallis and Pearson test) were used. Results showed that 'stadium facilities' had the highest mean (6.67) and 'electronic equipment' had the lowest mean (1.28). 'Entertainment' (242.67) had the highest place and 'spectators' behavior' (150.18) had the lowest place in football. 'Spectators' behavior' had the highest and 'stadium facilities' had lowest place in wrestling. 'Spectators' enthusiasm' had the highest and 'entertainment' had the lowest place in volleyball. The highest relationship existed between stadium facilities and electronic equipment. It is concluded that policymakers should try to strengthen the components of sport stadiums atmosphere in order to establish a positive atmosphere in the stadiums of sports event with most spectators.

The present study aimed at examining the role of outcome quality, functional quality and satisfaction in predicting spectators’ behavioral intentions in the context of professional football. Research method was descriptive-correlation and applied. The statistical population consisted of all spectators of a football game between Persepolis and Esteghlal teams in 2014, and the sample (n=384) was selected based on Morgan Table and convenience sampling method. For data collection, a questionnaire was used, and for data analysis, descriptive and inferential statistics (Pearson product-moment correlation coefficient and regression) was applied in the software SPSS16. Results showed a positive and significant relationship between service quality and its dimensions (outcome quality and functional quality) and spectators’ satisfaction and behavioral intensions. Also, there was a positive and significant relationship between outcome quality dimensions (game quality and team performance) and functional quality dimensions (except for security) and spectators’ satisfaction and behavioral intensions. Also, results showed that functional quality was a stronger predictor of spectators’ behavioral intensions than outcome quality. Findings clarified that service quality and satisfaction can convince the spectators to decide to attend the stadium again; thus, managers should act to improve the quality of services in order to enhance customers' loyalty.

The aim of the present study was to investigate sport marketing articles in science- research journals using citation and content analysis. The statistical population consisted of all sport marketing articles in Iran science-research journals (N=62). A coding sheet was used. Its validity was confirmed by professors and agreement coefficient among coders was calculated 0.87 based on Scott test. Out of 184 authors, men accounted for 79.9%, assistant professors for 29.9% and affiliation to University of Tehran for 26.1%. Most articles (24.2%) were published in Sport Management and Sport Management Studies journals. The most common used statistical method was descriptive (27.8%) and the most common subject was financial support in sport (24.2%). Mean cooperation coefficient (0.49%) showed the relatively desirable cooperation of authors. 37.1% of all articles were written by three authors. Most citation was to articles (65.3%) and to English references (72.7%) from language perspective. Based on these findings, it is suggested that more balance should be respected in publishing articles for different sport marketing fields and researchers should use more inferential statistic methods in their studies.

Today, marketing activities are more and more evident in many professional clubs in order to retain consumers and enhance communication with them, and they have turned to one of the main priorities of these clubs. The aim of this study was to predict consumers' buying behavior through the role of relationship marketing in women’s fitness clubs in Mashhad. The study was descriptive-analytical and the population consisted of consumers of women’s fitness clubs in Mashhad (N=91). 54 clubs and 350 subjects were randomly selected through cluster and stratified sampling method with appropriate allocation according to the Cochran formula. To collect the data, Kim's Relationship Marketing (RM) standard questionnaire (2008) and Kim’s Consumer Buying Behavior (CB) questionnaire (2008) were used. To analyze the data, SPSS18 and Lisrel8.50 software were used. Results showed that relationship marketing had a significant relationship with consumers' buying behavior in women’s fitness clubs; therefore, it is recommended that clubs use sport marketing experts and design a consumer-relationship management system to increase consumers' re-engagement.

The aim of this study was to model and assess the performance of sport associations in Iran state universities. This study was descriptive conducted as a field. The population consisted of all 1200 student members of sport associations in Iran state universities. The stratified and quota sampling methods were used and finally 423 subjects were considered as the sample. For data collection, a questionnaire was used and its validity and reliability was confirmed. For data analysis, descriptive and inferential statistics were applied. The results of confirmatory factor analysis showed that the model of performance in sport associations could be fitted and explained in four factors of planning and implementing sports events, management of sports equipment and facilities, management of human resources and volunteering, and cooperation and coordination (RMSEA<0.08, AGFI>0.8, GFI>0.9). The results showed that these associations had a medium level of performance in the four factors. Results of this study and its recommendations can be widely used by managers and policymakers of sports associations to improve the performance of sports associations through their wider perception and recognition.