شناسایی شاخص‌های پیشرو در تعیین ارزش طول عمر مشتری در ورزش
الموضوعات :ماهرخ رجبی اصلی 1 , مژگان خدامرادپور 2 , مظفر یکتایار 3 , رشاد حسینی 4
1 - دانشجوی دکتری، گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران
2 - استادیارگروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران می واحد سنندج
3 - دانشیار گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران
4 - دانشکده مهندسی برق و کامپیوتر، دانشکده فنی، دانشگاه تهران، تهران، ایران
الکلمات المفتاحية: ورزش, پیشران‌ها, ارزش طول عمر مشتری,
ملخص المقالة :
پژوهش حاضر به‌منظور شناسایی شاخص‌های پیشرو ارزش طول عمر مشتری در باشگاه‌های ورزشی تدوین‌شده است. این پژوهش به لحاظ هدف، کاربردی و از منظر ماهیت و روش آمیخته (اکتشافی متوالی) است. پژوهش در دو بخش کیفی و کمی انجام شد. نمونه بخش کیفی را 18 نفر از خبرگان و متخصصین ورزشی و در بخش کمی 384 نفر از مدیران ورزشی باشگاه‌های ورزشی تشکیل می‌دادند. انتخاب نمونه در بخش کیفی به روش غیر تصادفی هدفمند با رویکرد گلوله برفی انجام گرفت و داده‌ها با مصاحبه‌های نیمه ساختاریافته جمع‌آوری گردید. در بخش کمی از روش نمونه‌گیری خوشه‌ای و تصادفی طبقه‌ای حجم نمونه انتخاب و از پرسشنامه خروجی از بخش کیفی داده‌ها جمع‌آوری گردید. در مرحله کیفی از روش‌های آماری تکنیک دلفی و در مرحله کمی از معادلات ساختاری استفاده گردید. تحلیل‌های آماری با نرم‌افزارهای اس.پی.اس.اس و آموس انجام گرفت. نتایج گویای این است که پیشرانهای ارزش طول عمر مشتری به عوامل نه‌گانه (سخت‌افزاری، نرم‌افزاری، مالی، راهبردی، اجتماعی، انگیزشی، رفتاری، فرآیندی و اجرایی) بستگی دارد. در راستای نتایج پیشنهاد می‌شود مدیران، با در نظر گرفتن مؤلفه‌های عوامل انگیزشی، اجرایی و رفتاری زمینه رضایت و وفاداری مشتریان، اعتماد و اطمینان در آنان را بهبود بخشیده و همچنین با موردتوجه قرار دادن عوامل راهبردی و مالی، وضعیت آتی مشتریان را پیش‌بینی نمایند.
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- Albadvi, A., & Teimourpour, B. (2020). Optimal allocation of short-term marketing resources with a life cycle customer value approach. Iranian Journal of Insurance Research, 35(2). (Persian)
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- Turoff, M., & Linstone, H. A. (2002). The Delphi method-techniques and applications.
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_||_- Aaron C.T. Smith, B. S. (2015). Introduction to Sport Marketing (Sport Management Series).
- Agababaei, S., Nazari, M., & Haji Heydari, N. (2020). Designing and implementing a system that suggests managers about pricing based on customer value with topic modeling techniques and text mining. IT Management Studies, 9(33), -. doi:10.22054/ims.2020.12039.(Persian)
- Ahmadvand M R, Amiri N. A look at the human development index and Iran's position in the field of human development compared to other countries. ejipir. 2009;9(89):5-15. (Persian)
- Albadvi, A., & Teimourpour, B. (2020). Optimal allocation of short-term marketing resources with a life cycle customer value approach. Iranian Journal of Insurance Research, 35(2). (Persian)
- Amadi, M., Benar, N., Rostami, H. R. G., & Saeedi, F. (2019). The effect of customer knowledge management on fitness clubs customer lifetime value in Rasht. Journal of Sport Management and Development, 8(4), 177-189. Retrieved from https://www.magiran.com/paper/2099563. (Persian)
- Aslan, D., & Tolon, M. (2018). Comparing customer segmentation with CLV using data mining and statistics: A case study. İşletme Araştırmaları Dergisi, 10(4), 887-900.
- Buttle, F., & Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies.
- Castéran, H., Meyer-Waarden, L., Reinartz, W., Homburg, C., Klarmann, C., & Vomberg, A. (2017). Modeling customer lifetime value, retention, and churn. Retrieved from
- Cheng‐Hsui Chen, A. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, 10(7), 439-451. doi:10.1108/10610420110410559
- Fader, P. S., Hardie, B. G., & Lee, K. L. (2005). “Counting your customers” the easy way: An alternative to the Pareto/NBD model. Marketing science, 24(2), 275-284.
- Fox T, Stead S. Customer relationship management: Delivering the benefits. White Paper, CRM (UK) and SECOR Consulting, New Malden. 2001.
-haghighi, m., hazave hesar maskan, b., ashkani, m., & abasi, a. (2017). Implementation of Marketing Strategies Based on Customer Lifetime and Referral Value (Case Study:broadband Internet Service Industry). 23(64), 9-25. Retrieved from http://smr.journals.iau.ir/article_532384_bb7fe15168ffcf754dc2d763ae41548b.pdf. (Persian)
- Jasek, P., Vrana, L., Sperkova, L., Smutny, Z., & Kobulsky, M. (2019). Predictive performance of customer lifetime value models in e-commerce and the use of non-financial data. Prague Economic Papers, 28(6), 648-669.
- Karimi A. Presenting a model of the effect of socio-economic and cultural factors on students' tendency to public sports (Case study: students of Payame Noor University of Kermanshah). Socio-Cultural Changes. 2017;14(3):31-46. (Persian)
- Khajvand, M., Zolfaghar, K., Ashoori, S., & Alizadeh, S. (2011). Estimating customer lifetime value based on RFM analysis of customer purchase behavior: Case study. Procedia Computer Science, 3, 57-63. doi:https://doi.org/10.1016/j.procs.2010.12.011. (Persian)
- McCarthy, D. M., & Fader, P. S. (2018). Customer-Based Corporate Valuation for Publicly Traded Noncontractual Firms. Journal of Marketing Research, 55(5), 617-635. doi:10.1177/0022243718802843.
- Moeini, A., Behradmehr, N., Ahrari, M., & Khadem Shariat, S. (2013). Determining Valuation and Scoring Indicators for Customers in Banking Services Marketing: A Case Study of Two Iranian Banks. Business Quarterly, 16(64), 1-25. (Persian)
- Manafi F R, Nejad., R, Gohar, Rostami H, Purkiani M. The Impact of Infrastructural and Managerial Factors on the Development of Sports Participation in Iranian Public Universities. Research in Educational Sports. 2016;4(9):65-90. (in persian)
- Monalisa, S. (2018). Klasterisasi Customer Lifetime Value Dengan Model LRFM Menggunakan Algoritma K-Means. Jurnal Teknologi Informasi dan Ilmu Komputer (JTIIK), 5(2), 247-252.
- Manuel Luiz J, Fadal R. An economic analysis of sports performance in Africa. International Journal of Social Economics. 2011;38(10):869-83.
- Nazari, M., & Paundi, S. (2019). Pricing Strategies and Methods (Guide to Increasing Profitability. University of Tehran. (Persian)
- Rizvandi, A., Tojari, F., & Esmaili, M. R. (2018). Structural Model Test of Sport Club Managers Performance Based on Entrepreneurial Marketing. Applied Research in Sport Management, 6(3), 63-74. Retrieved from http://arsmb.journals.pnu.ac.ir/article_4386_c8910e1e42c355fdc88c8feeb8a84309.pdf. (Persian)
- Rusta, A., Venus, D., & Ebrahimi, A.H. (2010). Marketing management (Vol. 14th ed). Tehran: Samt Publication. (Persian)
- Saatchian, V., Safari, H. R., Rasooli, S. M., Eskandari, E., & Elahi, A. (2013). The relationship of service quality, customer satisfaction and loyalty with future intention for participation of fitness centers (Case study Rasht Township). Research in Sport Management & Motor Behavior, 3(5), 125-137. Retrieved from http://jrsm.khu.ac.ir/article-1-1765-en.html. (Persian)
- Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. Handbook of market research, 26(1), 1-40.
- Segarra-Moliner, J. R., & Moliner-Tena, M. Á. (2016). Customer equity and CLV in Spanish telecommunication services. Journal of Business Research, 69(10), 4694-4705. Retrieved from https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:10:p:4694-4705.
- Salimi SM, Hosseini M, & Taqvaee M. . Selection of optimal location for construction of outdoor sports venues using G. Sports Management Studies. 2012;16(9):37-62. (Persian)
- Turoff, M., & Linstone, H. A. (2002). The Delphi method-techniques and applications.
- Vazifeh Dan MM, Manouchehri Nejad M, & Hakakzadeh M. Model framework for construction and development of sports venues with a combined design approach. Strategic Studies in Sport and Youth,. 1399;19:-. (Persian)
-Zhang, T. C., Gu, H., & Jahromi, M. F. (2019). What makes the sharing economy successful? An empirical examination of competitive customer value propositions. Computers in Human Behavior, 95, 275-283. doi:https://doi.org/10.1016/j.chb.2018.03.019.
