masoume zare; noshin benar; seyed emad hoseini
Abstract
Objective: The aim of this study is designing marketing mix pattern of women’s futsal premier league by emphasizing on environmental factors and Porter’s general strategy.Methodology: At first, by library research we review the related literature and documents and design an initial questionnaire ...
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Objective: The aim of this study is designing marketing mix pattern of women’s futsal premier league by emphasizing on environmental factors and Porter’s general strategy.Methodology: At first, by library research we review the related literature and documents and design an initial questionnaire with 88 questions by a semi-structured interview with geniuses. By this questionnaire we try with 12 variables. The statistical population is futsal beneficiaries we collected data from 185 questionnaires and analyzed by using SPSS19 and Smart PLS software.Result: The findings showed that between environmental Factors and marketing mix and strategy with marketing mix is directly related. Also the relation between environmental Factors and marketing mix in the event of existence of variable mediatory strategic was indirectly significant.Conclusion: In conclusion, we should say that according to the approved model in research of the marketing pattern of women futsal league, the marketing mix influences the strategy and also the environmental factors that indicated the consideration of these variables in a comprehensive manner. At the moment can offer that the best option is improving the internal human resources with successful human of women sports in Islamic countries
Nooshin Benar; Mina Emami; Mina Mallaei
Abstract
Objective: Present research aims at designing the pattern of effect of the event quality, relationship marketing and relationship quality on the spectator loyalty in Iran women's volleyball league. Methodology: This is a descriptive survey. The statistical population was all the spectators of U-15 age ...
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Objective: Present research aims at designing the pattern of effect of the event quality, relationship marketing and relationship quality on the spectator loyalty in Iran women's volleyball league. Methodology: This is a descriptive survey. The statistical population was all the spectators of U-15 age group in the 13th period of super league and Iran women's volleyball first division in 2014. The 306 persons were selected randomly as the research sample. Research instrument was a standard questionnaire that the validity and reliability were verified. It was followed by the distribution of questionnaires among the sample. In order to analyze the research data to present the structural equation model, AMOS21 and SPSS22 software were used. Results: The results indicated that event quality affected spectators' loyalty indirectly (0.22) mediated by relationship marketing and relationship quality. Moreover, the relationship marketing improved the relationship quality by 0.55. Conclusion:Understanding the spectators' needs is one of the essential factors for the success of any sport organization. Therefore, women's volleyball leagues and clubs should try to satisfy the spectators by providing appropriate facilities using modern marketing techniques.
