نشریه مطالعات بازاریابی ورزشی
پیاپی 1 (بهار 1399)

The purpose of this study was the role of etiquette and sellers' creativity in the relationship between customer orientation and consumer clothing satisfaction. The research method is descriptive-correlation based on structural equations performed by researchers in the field. The statistical population was all consumers of sportswear in Tehran. A simple random sampling method is used. The measurement tool was Tesng Questionnaire (2018) with modifications by researchers. To evaluate the face validity, the questionnaire was provided to 10 professors of marketing management and sports marketing. Also, content validity was done by experts who after collecting and calculating the CVI for each item and finally by aggregating the average CVI above 79 / 0 was calculated. External evaluation of the model was confirmed by considering Cronbach's alpha coefficients, combined reliability and mean variance extracted in the study population. Findings showed that sellers 'creativity predicted 0.48 and sellers' etiquette predicted 0.32 of customer satisfaction. Customer orientation predicted 0.128 of changes in customer satisfaction. Also, sellers 'creativity in sales towards salesmen etiquette predicts and mediates the relationship between vendors' customer orientation and customer satisfaction with an indirect effect of 0.37. In general, it can be said that sellers should consider the discussion of etiquette as well as creative methods in sales in order to observe the principles of customer orientation and their satisfaction.

< p >The research method was a combination of research that was done in two stages, qualitative and quantitative. The statistical population of this research in the qualitative part of specialists, experts as well as sales managers and sellers of 5 domestic sportswear brands (Daei, Jamehpoosh Ara, Taban, Darfash Iran and Mostafa) and in the quantitative part were customers of sportswear brands which due to unknown reasons Accurate number of customers, a statistical sample based on Morgan table for an unknown population size, 384 people and selected by simple random sampling. The results showed that the dimensions of brand personality from the perspective of experts, as well as sales managers and sellers of sportswear brands are: attractiveness, originality, trust, creativity and innovation, competence and expertise. Perceived quality, brand awareness, brand association and brand loyalty were also identified as the main dimensions of brand equity. The results of structural equation modeling also showed that only brand originality with a regression coefficient of 0.258 and a critical ratio of 2.37 has a significant positive effect on brand equity. Therefore, it can be said that brand originality can play an effective role as a tangible asset in creating brand equity and a strategic tool.

This research was applied research in terms of purpose and descriptive-analytical in terms of data collection, which was done by survey method. The statistical population included the main stakeholders of the province's ship, 169 of whom were purposefully selected as a sample. A researcher-made questionnaire was used to collect data. After confirming the face and content validity by experts, its reliability through Cronbach's alpha coefficient for strengths, weaknesses, opportunities and threats were equal to / 871, respectively. 0, 896, 0.915 and 0.841 were obtained. Data were analyzed through matrices of environmental analysis, internal evaluation, external evaluation, internal and external evaluation and Friedman test in SPSS16 software package version 16. The results showed that the board had 11 strengths and 18 weaknesses and faced 14 opportunities and 14 threats. Holding regular competitions at all levels away from any discrimination, lack of marketing; Motivated and talented young population, and the economic problems of the province as well as the financial problems of most athletes were the most important strengths, weaknesses, opportunities and threats, respectively. The board was strategically conservative. Also, based on environmental analysis, a total of 15 strategies including 2 offensive strategies, 4 competitive strategies, 8 conservative strategies and 1 defensive strategy were developed for the province's wrestling staff. It is suggested that this board prioritize conservative strategies and provide the ground for the implementation of these strategies in the provincial wrestling board by formulating an appropriate action plan.

The purpose of this study was to investigate the effect of managers' strategic thinking on the quality of services of sports clubs in Karaj. The statistical population of the study included all sports clubs in Karaj. In order to select the sample, a random cluster method was used, so that due to the existence of 10 urban areas in Karaj, 15 sports clubs were randomly selected from each area. In each sports club, a manager with 30 customers who have at least six They had a month of attending a sports club and were selected as respondents to the questionnaires, and the average score of 10 customers was considered as a score of quality of service of each sports club. The tools for measuring research variables included the Goldman Strategic Thinking Scale (2008) and the Liu and Chen Service Quality Scale (2012). The results of structural equation modeling showed that strategic thinking has a positive and significant effect on service quality. According to the obtained results, it can be stated that the managers of sports clubs can improve the customers' perception of the quality of services provided in the sports clubs under their management by raising the levels of strategic thinking in their management.

This research was based on applied purpose and descriptive-survey research. The statistical population of the study was all female customers of aerobic and physical fitness clubs in Semnan province in 1398. The statistical sample size was estimated to be 384 for infinite communities using the Cochran's formula. Sampling was a multi-stage cluster. Data collection tools were standard questionnaires of service innovation, customer advertising and sensory marketing. The content validity of the questionnaires used by professors and sports management experts was confirmed. The reliability of the questionnaires was estimated using Cronbach's alpha test for service innovation, word of mouth, and sensory marketing questionnaires equal to 0.83, 0.68, and 0.79, respectively. Data were analyzed using SPSS software version 22 and Amos version 25. The results showed that service innovation has a significant effect on customer advertising and sensory marketing; Sensory marketing also played a significant mediating role in the relationship between customer service innovation and word of mouth. Therefore, sports clubs must always be innovative in providing services in order to gain a competitive advantage, and sensory marketing provides clubs with the opportunity to experience differentiated services to their customers by providing them with distinctive services. O create pleasant and provide the ground for oral transmission.

The method of the present research was descriptive-analytical in terms of applied results and was a case study that was done by survey method. The statistical population of the study included the managers and experts of Isfahan Sports Club. Due to the uncertainty of the number of people, the statistical sample ceiling was considered equal to 384 people. The measuring instrument was Aghazade Blue Ocean Strategy Questionnaire (2014). The validity of the questionnaire was confirmed by experts, reliability (0.93) was calculated through Cronbach's alpha method. Statistical methods of second-order confirmatory factor analysis and Friedman were performed as statistical tests using SPSS software version 22 and Amos. Based on the results of the model of explaining the indicators of action in the blue ocean strategy in Isfahan sports clubs is in good condition. The results showed that the physical evidence with the average (4.16) was the highest and then the quality of communication (3.86), comfort and well-being (3.76), Internet services (3.65), service quality (59 / 3), brand (3.44), price (3.13) and finally creativity (2.79) had the lowest score. Sports club managers are advised to use a kind of agile organizational structure to change the main strategies to use the four blue ocean strategies, including strategies of increasing, decreasing, eliminating and creating for the clubs.

< p >The present research process was carried out in two stages. In the first stage, a semi-structured interview was conducted with a survey of 20 experts, including professors of sports marketing management and sportswear manufacturers in this field, in which 7 indicators were identified. In the second step, using the Expert choice software, the identified indicators are weighted. In order to ensure the validity and reliability of the collected data, the method of checking by the interviewees was used. The results showed that seven components of price, design and style, product quality, service quality, advertising, store environment and brand have an effect on customer loyalty of Iranian sportswear, the most important of which is the price component. According to the results of the research, it is suggested to the manufacturers and managers of sports clothing stores to increase their loyalty by offering appropriate discounts to customers.