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داوران سال 1403

داوران سال 1402

تعیین نقش واسطه‌ای ریسک ادراک شده بر رابطه کیفیت خدمات ادراک‌شده و رفتار شهروندی مشتریان مراکز ورزشی شهر اصفهان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت ورزشی، واحد بروجرد، دانشگاه آزاد اسلامی، بروجرد، ایران

2 دانشیار گروه تربیت بدنی واحد بروجرد، دانشگاه آزاد اسلامی بروجرد، ایران

3 استادیار گروه تربیت بدنی واحد بروجرد، دانشگاه آزاد اسلامی، بروجرد، ایران.

چکیده

هدف:  هدف از انجام این تحقیق تعیین نقش واسطه­‌ای ریسک ادراک شده بر رابطه کیفیت خدمات ادراک شده و رفتار شهروندی مشتریان مراکز ورزشی شهر اصفهان بود.
روش‌شناسی: روش پژوهش حاضر توصیفی  از نوع همبستگی با رویکرد معادلات ساختاری و به لحاظ هدف کاربردی بود. جامعه آماری پژوهش شامل همه مشتریان مراکز ورزشی شهر اصفهان بود. برای انتخاب نمونه از روش نمونه‌گیری تصادفی خوشه‌ای استفاده شد. برای جمع‌آوری داده‌ها از  فرم ویژگی‌های جمعیت شناختی، پرسشنامه سنجش کیفیت خدمات ادراک شده سروکوال پاراسورامان و همکاران (1988)، پرسشنامه رفتار شهروندی مشتری گروت (2005) و پرسشنامه ریسک ادراک شده کارول و همکاران (2014) استفاده گردید. روایی صوری و محتوایی پرسشنامه‌ها توسط 15 تن از خبرگان مدیریت ورزشی در حوزه بازاریابی ورزشی مورد تایید قرار گرفت. پایایی پرسشنامه‌ها  از طریق ضریب آلفای کرونباخ (α)  برای کیفیت خدمات ادراک شده 821/0، رفتار شهروندی مشتری 912/0، و ریسک ادراک شده 832/0 به دست آمد. از آزمون کولموگروف اسمیرنوف جهت بررسی نرمال بودن توزیع داده‌‌ها و برای تجزیه و تحلیل داده‌های پژوهش از ضریب همبستگی اسپیرمن، رگرسیون خطی چندگانه و روش بوت‌استراپ و معادلات ساختاری و نرم افزارهای PLSوSPSS استفاده شد.
یافته‌ها: نتایج حاصل از تحقیق نشان داد کیفیت خدمات ادراک شده بر رفتار شهروندی تاثیر معنی داری دارد (852/0= β، 01/0 > P). همچنین کیفیت خدمات ادراک شده بر ریسک ادراک شده تاثیر معنی داری دارد (315/= β،01/0 > P) ریسک ادارک شده، تاثیر کیفیت خدمات ادراک شده بر رفتار شهروندی مشتریان را به طور معنی داری تعدیل می­کند (027/0- = β، 01/0 > P).
نتیجه‌گیری: درک ابعاد مختلف کیفیت خدمات منجر به بروز رفتاری شهروندی خاصی در مشتری می­ گردد ریسک ادراک شده تأثیر کیفیت خدمات بر رفتار شهروندی مشتری در باشگاه ­های ورزشی را تحت تأثیر قرار می­دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Determining the mediating role of perceived risk on the relationship between the perceived service quality and citizenship behavior of customers in Isfahan sports centers

نویسندگان [English]

  • morteza babaei dehkordi 1
  • najaf aghaei 2
  • reza saboonchi 3

1 Phd Student of Sport Management, borujerd branch, Islamic Azad University, Borujerd, Iran.

2 Associate Professor, Department of physical education borujerd branch , Islamic Azad University, Borujerd, Iran

3 Assistant Professor, Department of physical education borujerd branch, Islamic Azad University, Borujerd, Iran.

چکیده [English]

Objective: The purpose of this study was to determine the mediating role of perceived risk on the relationship between the perceived service quality and citizenship behavior of customers in Isfahan sports centers
Methodology: The method of the present study was this descriptive correlation with structural equation approach and applied in terms of  purpose. The statistical population of  the study included all customers of sports centers in Isfahan. cluster random sampling method was used to select the sample. demographicchracteristics form. Parasuraman et al. (1988) perceived service quality assessment questionnaire. (groth,2005) Customer Citizenship Behavior Questionnaire , Carole et al., 2014 Perceived Risk Questionnaire werw use to collect data.the face and content validityof the questionnairewere confirmed by sport management experts in the field of sports marketing the  reliability of the questionnaire was obtained through Cronbach's alpha (α)for perceived service quality of (0.821), customer's citizenship behavior of (0.912), and perceived risk of (0/832). The Kolmogorov-Smirnov test was use to check the normality  of data distribution, and Spearman correlation coefficient, muitiple linear regression and Bootstrap method and structural equations and PLS and spss software were used to analyze the research data.
Results: The results showed that the quality of perceived services has significant effect on citizenship behavior(β = 0.852 ,P <0.01);there is also a significant relationship between  the quality of perceived service  and  perceived risk(β = 0.315,P <0.01); the effect of perceived quality and citizenship behavior significantmodolates (β = -0.027,P <0.01)and have level of modle itadesirable
Conclusion: perceived risk also has a positive effect on customer citizenship behavior and finally the effect of service quality on customer citizenship behavior due to perceived risk was direct and positive

کلیدواژه‌ها [English]

  • perceived service quality
  • Customer Citizenship Behavior
  • Perceived Risk of Service
  • Sports center
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مدیریت و توسعه ورزش
دوره 11، شماره 2 - شماره پیاپی 30
مرداد 1401
صفحه 99-114
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سابقه مقاله
  • تاریخ دریافت: 27 اردیبهشت 1399
  • تاریخ بازنگری: 16 شهریور 1399
  • تاریخ پذیرش: 24 مهر 1399
  • تاریخ انتشار: 01 مرداد 1401
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