استراتژی تمایز در اثرگذاری فنون بازاریابی‌های دیجیتال و صدا بر عملکرد کسب‌وکارهای کوچک ورزشی

هدف از این پژوهش بررسی  تاثیر استراتژی تمایز در اثرگذاری فنون  بازاریابی‌های دیجیتال و صدا بر عملکرد کسب‌وکارهای کوچک ورزشی است. روش این پژوهش از نوع توصیفی‌- همبستگی بوده و جامعۀ آماری آن‌را کلیه مدیران باشگاه‌های ورزشی استان گیلان تشکیل داده‌اند. نمونه آماری با توجه به جدول مورگان برای جامعه مورد نظر 252 نفر انتخاب شد. ابزار پژوهش شامل چهار پرسشنامه بازاریابی دیجیتال، بازاریابی صدای مشتری و استراتژی تمایز و عملکرد کسب‌وکار بود. روایی ابزار با استفاده از نظر متخصصان (9 نفر - محتوایی) مورد تائید قرار گرفت. به‌منظور تجزیه‌وتحلیل داده‌ها و روابط بین متغیرها، از نرم‌افزار اسمارت پی.ال.اس نسخه سوم استفاده شد. یافته‌ها نشان داد که بازاریابی دیجیتال و بازاریابی صدای مشتری اثر معنی‌داری بر استراتژی تمایز و عملکرد کسب‌وکار داشتند و استراتژی تمایز اثر معنی داری بر عملکرد کسب‌وکار دارد؛ همچنین بازاریابی دیجیتال و صدای مشتری از طریق استراتژی تمایز بر عملکرد کسب‌وکار تاثیر معنی‌داری داشتند. بر اساس یافته ها مشخص شد که باشگاه های ورزشی برای اداره بهتر از برنامه‌های بازاریابی استفاده مفیدی نمی کنند بنابراین لازم است مدیران باشگاه‌های ورزشی از برنامه‌های بازاریابی همچون بازاریابی دیجیتال و استفاده از صدا و نظرات مشتریان برای آشنا کردن مشتریان باکیفیت و انواع ارائه خدمات باشگاه استفاده کنند.

designing a model for the effect of modern marketing techniques (digital and audio) on the performance of small sports businesses using the mediating role of the differentiation strategy

introduction: in a competitive environment, businesses should look for ways of being constantly informed of the needs and wants of customers so that they can take a step towards differentiating themselves and outperforming their competitors by providing innovative services tailored to customer needs, thereby achieving a superior performance. service businesses are more customer-dependent than manufacturing ones, so they are more dynamic in terms of type, variables, and the relationships between them. in addition, sports businesses such as sports clubs provide a lot of economic benefits to their managers and have a large turnover in the sports industry. also, in terms of the health of sport, sports businesses are known as white businesses. in order not to cause too much pollution in the society, they have provided the ground for people’s health and healthy living.methodology: this research is a field survey of a descriptive type in terms of data collection and applied in terms of purpose. the statistical population included all the managers of sports clubs in guilan province. the statistical sample was selected according to the morgan table for the target population of 252 people. a 47-item questionnaire based on the five-point likert scale was used to collect the data. the questionnaire included questions on digital marketing, customer voice marketing, differentiation strategy, and business performance. in order to evaluate the content validity and face validity, five sports management professors and four experts and managers of sports clubs were consulted. according to the kolmogorov-smirnov test, the distribution of the data was abnormal. therefore, to investigate the relationship between statistical hypotheses, the structural equation modeling method was used by the pls software. also, to evaluate the construct validity, confirmatory factor analysis method was done. in addition, to analyze the main research hypotheses, path analysis method was used in the pls software.results and discussion: according to the descriptive data, 60.45% of the research participants were 29-20 years old, 61.53% of them were men, and 50.37% of them had a bachelor’s degree. the factor loads of all the measures in their respective structures were higher than 0.4. the output results of the model indicated the appropriateness of the convergent validity criterion. also, the divergent validity of the model was confirmed. all the variables had a cronbach’s alpha value above 0.70 and a hybrid reliability above 0.80, indicating that the model had good reliability in both cronbach’s alpha and hybrid reliability. the variance inclusion index also showed that digital marketing (16%) and customer voice marketing (55%) indirectly affect the performance of sports club businesses through the mediation of differentiation strategies. this suggests the partial mediation of the mediators. according to the obtained value  of srmr (0.09), the measurement and structural model had a good fit. it was also found that digital marketing (0.22), customer voice marketing (0.21) and differentiation strategy (0.36) had significant effects on the 95% significance level with business performance. digital marketing (0.12) and customer voice marketing (0.73) had a significant effect at 95% significance level with a differentiation strategy. according to the results of the present study and the great effects of digital marketing and customer voice marketing on the business performance of sports clubs through differentiation strategies, sports club managers should focus more on online advertising and hearing the voice of customers. introducing services in clubs and providing their needs will cause customers’ loyalty and their return. as a result, the club will perform better than its competitors. the sobel test showed that the digital marketing has a significant effect on the performance of sports club businesses through the mediation of differentiation strategies.