شناسایی و اولویت‌ بندی شاخص ‌های شعف مشتریان ورزشی: با تاکید بر ورزشکاران خبره ایران

ﺷﻌﻒ ﻣﺸﺘﺮی، ﺑﻪﻋﻨﻮان اﺣﺴﺎﺳﯽ ﻣﺘﺸﮑﻞ از ﺷﺎدی و ﻫﯿﺠﺎن ﺗﻌﺮﯾﻒ ﻣﯽﺷﻮد و ﺑﻪ ﻋﺒﺎرﺗﯽ، ﺷﻌﻒ ﻣﺸﺘﺮی ﺑﻪﻋﻨﻮان ﯾﮏ اﺣﺴﺎس ﺗﻌﺮﯾﻒ ﻣﯽﺷﻮد. ﺷﻌﻒ، ﺑﻪ دﻟﯿﻞ اﺟﺰای اﺣﺴﺎﺳﯽ و ﻋﺎﻃﻔﯽ، روش ﻣﻄﻠﻮﺑﯽ ﺑﺮای درک رﻓﺘﺎر ﻣﺸﺘﺮی اﺳﺖ. زﻣﺎﻧﯽﮐﻪ ﻣﺸﺘﺮی ورزﺷﯽ ﺳﻄﻮح ﺑﺎﻻﯾﯽ از اﺣﺴﺎﺳﺎت را ﺗﺠﺮﺑﻪ ﻣﯽﮐﻨﺪ؛ اﺣﺘﻤﺎﻻ وارد ﻓﺮآﯾﻨﺪﻫﺎی دﻗﯿﻖ و ﭘﯿﭽﯿﺪه ﻗﻀﺎوﺗﯽ ﻣﯽﺷﻮد. ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺷﻨﺎﺳﺎﯾﯽ و اوﻟﻮﯾﺖﺑﻨﺪی ﺷﺎﺧﺺﻫﺎی ﺷﻌﻒ ﻣﺸﺘﺮﯾﺎن ورزﺷﯽ ﺑﻮده اﺳﺖ. روش ﭘﮋوﻫﺶ، ﺑﻪﺻﻮرت آﻣﯿﺨﺘﻪ و از ﻧﻮع ﻃﺮح ﻣﺘﻮاﻟﯽ اﮐﺘﺸﺎﻓﯽ و در دو ﻓﺎز ﮐﯿﻔﯽ و ﮐﻤﯽ ﺑﻪﺻﻮرت ﻣﺘﻮاﻟﯽ اﻧﺠﺎم ﮔﺮﻓﺘﻪ اﺳﺖ. روش ﭘﮋوﻫﺶ در ﺑﺨﺶ ﮐﯿﻔﯽ، از ﻧﻮع ﺗﺤﻠﯿﻞ ﻣﻀﻤﻮن و در ﺑﺨﺶ ﮐﻤﯽ، اوﻟﻮﯾﺖﺑﻨﺪی ﺑﻪ روش ایاچﭘﯽ ﺻﻮرت ﮔﺮﻓﺖ. ﺟﺎﻣﻌﻪ آﻣﺎری ﺑﺨﺶ ﮐﯿﻔﯽ، ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن (ﻣﺸﺘﺮﯾﺎن)ﮐﺎﻻ و ﺧﺪﻣﺎت ورزﺷﯽ ﮐﻪ ﺣﺪاﻗﻞ ﺳﺎﺑﻘﻪ ﭘﻨﺞ ﺳﺎل ﻣﺼﺮف ﮐﺎﻻ و ﺧﺪﻣﺎت در ورزش را داﺷﺘﻨﺪ، اﻧﺘﺨﺎب ﺷﺪ. روش ﻧﻤﻮﻧﻪﮔﯿﺮی، ﺑﻪﺻﻮرت ﻫﺪﻓﻤﻨﺪ ﺑﻮده اﺳﺖ. ﻧﻤﻮﻧﻪ آﻣﺎری، ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﺷﺒﺎع ﻧﻈﺮی ﭘﮋوﻫﺸﮕﺮان ﻣﺸﺨﺺ ﺷﺪ و ﺟﻬﺖ اﻃﻤﯿﻨﺎن از اﺷﺒﺎع ﻧﻈﺮی، ﺳﻪ ﻧﻤﻮﻧﻪ دﯾﮕﺮ ﺑﻌﺪ از ﻧﻤﻮﻧﻪ 16 اﻧﺘﺨﺎب ﺷﺪ (3+16). اﺑﺰار ﮔﺮدآوری دادهﻫﺎ، ﻣﺼﺎﺣﺒﻪ ﻋﻤﯿﻖ و ﺟﻬﺖ ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ، از ﺗﮑﻨﯿﮏ ﮐﺪﮔﺬاری و ﺗﺮﺳﯿﻢ ﺷﺒﮑﻪ ﻣﻀﺎﻣﯿﻦ اﺳﺘﻔﺎده ﺷﺪ. رواﯾﯽ ﺑﺨﺶ ﮐﯿﻔﯽ، ﺑﻪﺻﻮرت ﻣﺸﺎرﮐﺘﯽﺑﻮدن ﭘﮋوﻫﺶ و ﺑﺎزﺑﯿﻨﯽ ﺗﻮﺳﻂ اﻋﻀﺎ و ﭘﺎﯾﺎﯾﯽ ﺑﺨﺶ ﮐﯿﻔﯽ، از درﺻﺪ ﺗﻮاﻓﻖ ﺑﯿﻦ ﮐﺪﮔﺬارﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل اﺳﮑﺎت ﺑﻪدﺳﺖ آﻣﺪ ﮐﻪ ﺑﺮاﺑﺮ86/. ﺑﻮد. در ﻣﺮﺣﻠﻪ ﮐﻤﯽ، ﭘﺮﺳﺸﻨﺎﻣﻪای ﺑﺮاﺳﺎس ﻣﻮﻟﻔﻪﻫﺎی ﺑﻪدﺳﺖآﻣﺪه ﻃﺮاﺣﯽ ﺷﺪ و در ﺑﯿﻦ ﻣﺸﺘﺮﯾﺎﻧﯽ ﮐﻪ از آنﻫﺎ ﻣﺼﺎﺣﺒﻪ ﮔﺮﻓﺘﻪ ﺷﺪه ﺑﻮد، ﺗﻮزﯾﻊ ﺷﺪ و ﻣﻘﺎﯾﺴﻪ زوﺟﯽ ﻣﻮﻟﻔﻪﻫﺎ ﺻﻮرت ﮔﺮﻓﺖ و وزن ﻣﻮﻟﻔﻪﻫﺎ ﺑﻪدﺳﺖ آﻣﺪ. ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﯾﺎﻓﺘﻪﻫﺎ، در ﭼﻬﺎر ﺑﻌﺪ ﻋﻮاﻣﻞ ﻣﺸﺘﺮی (ﺑﺎ دو ﻣﻀﻤﻮن ﺗﺨﺼﺺ و ﻣﻨﺤﺼﺮﺑﻪﻓﺮدﺑﻮدن ﻣﺤﺼﻮل(؛ ﺑﻌﺪ ﺧﺪﻣﺎت )ﻣﻀﻤﻮن اﺻﻠﯽ ﺗﻤﺎﯾﺰ در اراﺋﻪ ﺧﺪﻣﺎت(؛ ﺑﻌﺪ ﻣﺤﯿﻂ )ﻣﻀﻤﻮن ﺟﻮ دوﺳﺘﺎﻧﻪ و ﺣﻤﺎﯾﺘﯽ و ﺗﻌﺎﻣﻼت ﺣﺮﻓﻪای( و ﺑﻌﺪ ﮐﺎرﮐﻨﺎن )ﻣﻀﻤﻮن داﻧﺶ و آﮔﺎﻫﯽ ﺗﺨﺼﺼﯽ و درﻧﻈﺮﮔﺮﻓﺘﻦ روﺣﯿﺎت ﻣﺸﺘﺮی( ﺻﻮرت ﮔﺮﻓﺖ. در ﻣﺮﺣﻠﻪ ﮐﯿﻔﯽ، از ﻧﺮماﻓﺰار ﺗﺤﻠﯿﻞ دادهﻫﺎی ﮐﯿﻔﯽ انوﯾﻮو و در ﻣﺮﺣﻠﻪ ﮐﻤﯽ، ﺗﺤﻠﯿﻞ ایاچﭘﯽ و از ﻧﺮماﻓﺰار اﮐﺴﭙﺮت ﭼﻮﯾﺲ اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ، ﻧﺸﺎن داد ﮐﻪ ﻣﺸﻌﻮفﺳﺎزی ﻣﺸﺘﺮی، ﻓﺮاﻫﻢﮐﺮدن ﺧﺪﻣﺘﯽ ﻣﻨﺤﺼﺮﺑﻪﻓﺮد و ﻏﯿﺮﻣﻨﺘﻈﺮه ﻣﯽﺑﺎﺷﺪ ﮐﻪ ﻣﺤﺮک ﻣﺸﺘﺮی ﺑﺮای اوﻟﻮﯾﺖدادن و ﺑﺎﻗﯽﻣﺎﻧﺪن ﺑﺎ ﺳﺎزﻣﺎن ﯾﺎ ﺑﺮﻧﺪ ﺧﺎص اﺳﺖ. اراﺋﻪ ﺧﺪﻣﺎﺗﯽ ﻓﺮاﺗﺮ از اﻧﺘﻈﺎرات ﻣﺸﺘﺮﯾﺎن، ﻣﻤﮑﻦ اﺳﺖ در ﺗﻌﺪاد ﻣﺤﺪودی از ﺳﺎزﻣﺎنﻫﺎ وﺟﻮد داﺷﺘﻪ ﺑﺎﺷﺪ. ﻣﺸﺘﺮﯾﺎن ﻧﺎراﺿﯽ، ﺳﺎزﻣﺎنﻫﺎﯾﯽ را ﮐﻪ ﻗﺎدر ﺑﻪ ﺑﺮآوردن اﻧﺘﻈﺎراﺗﺸﺎن ﻧﯿﺴﺘﻨﺪ، ﺗﺮک ﻣﯽﮐﻨﻨﺪ و ﻟﺬا ﺷﻌﻒ ﻣﺸﺘﺮی، ﺑﻪﻋﻨﻮان ﯾﮏ ﻣﻔﻬﻮم ﺑﺮای ﻣﺸﺘﺮﯾﺎن ﻣﺤﺼﻮﻻت ورزﺷﯽ، دارای اﻫﻤﯿﺖ ﮐﻠﯿﺪی در ﺣﻔﻆ و وﻓﺎداری ﻣﺸﺘﺮﯾﺎن اﺳﺖ.

identifying and prioritizing indicators of sports customers’ delight: with emphasis on iranian professional athletes

customer delight is defined as an emotion consisting of joy and excitement, in other words, customerdelight is defined as an emotion. happiness is a good way to understand customer behavior because ofthe emotional components. when a sports client experiences high levels of emotion, they are likely toenter into precise and complex judgmental processes. the purpose of this study was to identify andprioritize the indicators of delight of sports customers. the research method is a mixed and exploratorysequential design in two phases, qualitative and quantitative. the research method was qualitative in thethematic analysis and in the quantitative part was prioritized by the ahp method. the statisticalpopulation of the qualitative section of consumers (customers) of sports goods and services who had ahistory of at least five years of consumption of goods and services in sports was selected. the samplingmethod was purposeful. the statistical sample was determined according to the researcher's theoreticalsaturation and to ensure the theoretical saturation, three more samples were selected after sample 16 (16+ 3). data collection tool was in-depth interview and to analyze the data, the technique of coding anddrawing a network of topics was used. the validity of the qualitative part was obtained as a participatoryresearch and review by the members and the reliability of the qualitative part was obtained from thepercentage of agreement between the coders using the scott formula, which is equal to 0/86 was. in aquantitative stage, a questionnaire was designed based on the obtained components and distributedamong the interviewed customers. a pairwise comparison of the components was performed and theweight of the components was obtained. analysis of findings in four dimensions of customer factors(with two themes of expertise and product uniqueness); service dimension (the main theme ofdifferentiation in service delivery); the environment dimension (friendly and supportive atmosphere andprofessional interactions) and the staff dimension (specialized knowledge and awareness and customerspirits). in the qualitative stage, nvivo qualitative data analysis software was used, and in the quantitativestage, ahp analysis software was used using expert choice software. the results showed that customersatisfaction is the provision of a unique and unexpected service that motivates the customer to prioritizeand stay with a particular organization or brand. providing services beyond customer expectations mayexist in a limited number of organizations. dissatisfied customers leave organizations that are not ableto meet their expectations, and therefore customer satisfaction as a concept for customers of sportsproducts is key to maintaining customer loyalty.