شناسایی عوامل اثرگذار بر رفتار شکایت‌آمیز مشتریان در صنعت خدمات ورزشی

محمودی, احمد; قاسمی, محمد; امین زاده, رضا; عامر قاسم المجمعی, انعام

doi:10.22124/jsmd.2024.25620.2842

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ استادیار مدیریت ورزش، گروه مدیریت ورزش، دانشکدۀ علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران

² دانشجوی دکتری مدیریت ورزش، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران.

³ استادیار گروه علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران

⁴ دانشجوی کارشناسی‌ارشد مدیریت ورزش، دانشکده ادبیات و علوم انسانی، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران

10.22124/jsmd.2024.25620.2842

چکیده

هدف: هدف پژوهش حاضر، شناسایی عوامل اثرگذار بر رفتار شکایت آمیز مشتریان در صنعت خدمات ورزشی بود.
روش‌شناسی: روش پژوهش از نوع کیفی و با رویکرد تحلیل مضمون (تماتیک) براون و کلارک (2006) و جامعه آماری پژوهش شامل متخصصان حوزه بازاریابی ورزشی گرایش مشتری‌مداری، مدیران باشگاه‌های سلامتی و تندرستی و استخرها و مشتریان استفاده‌کننده از خدمات این مراکز بود که به صورت هدفمند نمونه‌گیری شدند (27 نفر). ابزار پژوهش شامل مطالعه کتابخانهای نظاممند و مصاحبه اکتشافی نیمه ساختارمند بود که روایی و پایایی آن تأیید شد.
یافته‌ها: طبق نتایج پژوهش عوامل اثرگذار بر رفتار شکایت آمیز مشتریان در صنعت خدمات ورزشی شامل 87 مفهوم، 8 مقوله فرعی و 3 مقوله اصلی شامل عناصر مربوط به مشتری (رفتارهای مشتری، رفتار مرتبط با خرید و اداراکات مشتری)؛ عناصر درون سازمانی (عملکرد سازمان، کارکنان سازمان و ارائه خدمات نامناسب) و عناصر فراسازمانی (اقتصادی و اجتماعی-فرهنگی) می‌باشند.
نتیجه‌گیری: سازمان‌های ورزشی با افزایش کیفیت خدمات ورزشی و شناسایی انتظارات، اداراکات و رفتار مشتریان در استفاده از خدمات ورزشی، از نارضایتی آنان جلوگیری خواهند کرد؛ با ایجاد یک سیستم مدیریت شکایت با کیفیت و دارای ساز‌و‌کار مشخص و کانال‌های دسترسی به شکایات، به همراه آموزش و توانمند‌سازی کارکنان، سریعا از مشکلات مشتریان آگاه می شوند ؛ با اقدامات دارای فرایندها و رویه‌های شفاف و مطابق دیدگاه مشتریان، به حل مشکلات می‌پردازد؛ و با پاسخ‌دهی محترمانه و رسیدگی به شکایات، باعث افزایش نرخ حفظ مشتری می شوند و به بهبود جریان سودآوری سازمان کمک می‌نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

The influencing factors on the complaining behavior of customers in the sports service industry were identified

نویسندگان [English]

Ahmad Mahmoudi ¹
Mohammad Ghasemi ²
Reza Amin Zadeh ³
Anam Ghasem Naser Almajmae ⁴

¹ Assistant Professor, Department of Sport Management, Faculty of Sport and Health Sciences, University of Tehran, Tehran, Iran

² PhD student in Sports Management, Faculty of Sports and Health Sciences, University of Tehran, Tehran, Iran.

³ Assistant Professor, Department of Sport Sciences, Faculty of Literature and Humanities, Imam Reza International University (AS), Mashhad, Iran

⁴ M.A student in Sport Management, Faculty of Literature and Humanities, Imam Reza International University (AS), Mashhad, Iran

چکیده [English]

Objective: The aim of the present study was to identify the factors influencing customer complaint behavior in the sports services industry.
Methodology: The research employed a qualitative method with a thematic analysis approach based on Braun and Clarke (2006). The study's population included experts in sports marketing with a focus on customer orientation, managers of health and wellness clubs, swimming pools, and customers who use these services. A purposive sampling method was used, involving 27 participants. The research tools included a systematic literature review and semi-structured exploratory interviews, whose validity and reliability were confirmed.
Results: According to the research results, the factors influencing customer complaint behavior in the sports services industry include 87 concepts, 8 subcategories, and 3 main categories: customer-related elements (customer behaviors, purchase-related behaviors, and customer perceptions); internal organizational elements (organizational performance, staff performance, and inadequate service delivery); and external elements (economic and socio-cultural factors).
Conclusion: Sports organizations can prevent customer dissatisfaction by improving the quality of sports services and identifying customer expectations, perceptions, and behaviors in using these services. By establishing a high-quality complaint management system with clear mechanisms and accessible complaint channels, alongside training and empowering staff, organizations can promptly address customer issues. Moreover, by implementing processes and procedures that align with customer perspectives and responding to complaints with respect and attention, organizations can increase customer retention rates and contribute to improving their profitability.

کلیدواژه‌ها [English]

Sports Services
Complaint Management
Customer Dissatisfaction

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مدیریت و توسعه ورزش

شناسایی عوامل اثرگذار بر رفتار شکایت‌آمیز مشتریان در صنعت خدمات ورزشی

مراجع

مراجع

دوره 14، شماره 1 - شماره پیاپی 41
بهار- پیاپی 41
فروردین 1404
صفحه 49-70

شناسایی عوامل اثرگذار بر رفتار شکایت‌آمیز مشتریان در صنعت خدمات ورزشی

مراجع

مراجع

دوره 14، شماره 1 - شماره پیاپی 41بهار- پیاپی 41فروردین 1404صفحه 49-70

دوره 14، شماره 1 - شماره پیاپی 41
بهار- پیاپی 41
فروردین 1404
صفحه 49-70