Morteza Rezaei Soufi; Abolfazl Farahani; Jalal YarAhmadi
Volume 5, Issue 1 , May 2016, , Pages 51-64
Abstract
Objective: The aim of the present study was to determine the effect of market orientation on business performance in the athletic companies.Methodology: It was a correlation study. The statistical sample using the random sampling included 113 directors and officials of various athletic companies all ...
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Objective: The aim of the present study was to determine the effect of market orientation on business performance in the athletic companies.Methodology: It was a correlation study. The statistical sample using the random sampling included 113 directors and officials of various athletic companies all over the country. To gather the information, the culture of market orientation questionnaire by Nero and Slater (1990), Market sagacity questionnaire by Kohli and Jaworski (1990) and Business Performance Questionnaire by Holly et al (2005) were used. Questionnaire's validity was confirmed using the professors and sports industry experts and reliability of the questionnaire, based on Cranach’s alpha, was reported 0.82.Results: After data collection, in order to analyze the data, mean and standard deviation in descriptive statistics and regression test in inferential statistics were used. Analysis was done using SPSS 18 software at the significance level of p<0.05. Results of regression analysis showed there was a significantly positive correlation between market orientation cultural and business performance (p<0.01). But, there is no significant relationship between market intelligence and business performance (sig= p>0.05).Conclusion: Therefore, it is recommended to the athletic directors that the coordination between tasks, competitor identification, and understanding customer's need are essential in order to greater profitability.
Mohsen Ismaeili; Mohammad Ehsani; Hashem Kozechih; Habib Honari
Volume 5, Issue 1 , May 2016, , Pages 137-152
Abstract
Objective: The aim of this research was to design a model of market orientation to affect customer behavior and service quality in water recreational sport centers. Methodology: The research type was applied and descriptive. Statistical populations was the individuals in water sport centers which five ...
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Objective: The aim of this research was to design a model of market orientation to affect customer behavior and service quality in water recreational sport centers. Methodology: The research type was applied and descriptive. Statistical populations was the individuals in water sport centers which five biggest centers were selected. Sampling method was stratified and there were two groups including customers and staff. The tools were questionnaire, interview, observation, and library study. Data was analyzed using SEM method with by AMOS and SPSS software. Results: Results showed market orientation did not have directly significant influence on customer behavior, but had influence on service quality and this variable can be considered as a mediator between market orientation and customer behavior. Also, market orientation culture had greater impact on service quality in comparison with market intelligence. Among components of service quality, proportionality variable had greatest regression weight. There was significant relationship between market intelligence and market orientation culture. Conclusion: To develop the marketing strategies, sport center managers should consider the factors such as customer orientation, competitor orientation, inter functional coordination, and knowledge of the market environment. In order to develop service quality, they should improve innovation, creativity, and attractiveness in their operations.
