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سمیر عبدعلی, انور, بهنام, محسن, سرلاب, رقیه. (1404). تأثیر هم‌تولیدی خدمات ورزشی بر درگیر کردن مشتری از طریق یادگیری مشتریان: نقش تعدیل‌کنندۀ مشارکت. , 17(2), 50-34. doi: 10.22059/jsm.2024.372708.3258
انور سمیر عبدعلی; محسن بهنام; رقیه سرلاب. "تأثیر هم‌تولیدی خدمات ورزشی بر درگیر کردن مشتری از طریق یادگیری مشتریان: نقش تعدیل‌کنندۀ مشارکت". , 17, 2, 1404, 50-34. doi: 10.22059/jsm.2024.372708.3258
سمیر عبدعلی, انور, بهنام, محسن, سرلاب, رقیه. (1404). 'تأثیر هم‌تولیدی خدمات ورزشی بر درگیر کردن مشتری از طریق یادگیری مشتریان: نقش تعدیل‌کنندۀ مشارکت', , 17(2), pp. 50-34. doi: 10.22059/jsm.2024.372708.3258
سمیر عبدعلی, انور, بهنام, محسن, سرلاب, رقیه. تأثیر هم‌تولیدی خدمات ورزشی بر درگیر کردن مشتری از طریق یادگیری مشتریان: نقش تعدیل‌کنندۀ مشارکت. , 1404; 17(2): 50-34. doi: 10.22059/jsm.2024.372708.3258

تأثیر هم‌تولیدی خدمات ورزشی بر درگیر کردن مشتری از طریق یادگیری مشتریان: نقش تعدیل‌کنندۀ مشارکت

نشریه مدیریت ورزشی
مقاله 2، دوره 17، شماره 2، تیر 1404، صفحه 50-34    اصل مقاله (934.17 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2024.372708.3258
نویسندگان
انور سمیر عبدعلی؛ محسن بهنام* ؛ رقیه سرلاب
گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه ارومیه، ارومیه ، ایران
چکیده
مقدمه: هم‌تولیدی یک راه برای بهره‌گیری از منابع اضافی و بهره‌گیری از مهارت‌های مشتریان است. هدف تحقیق حاضر بررسی تاثیر هم‌تولیدی خدمات ورزشی بر درگیر کردن مشتری از طریق یادگیری مشتریان با در نظر گرفتن نقش تعدیل‌کننده مشارکت است.

روش پژوهش: روش تحقیق حاضر همبستگی است که بصورت میدانی انجام شده است. جامعه آماری تحقیق مشتریان باشگاه‌های ورزشی شهر بغداد در عراق بودند که تعداد 398 نفر به عنوان نمونه با استفاده از روش نمونه‌گیری طبقه‌ای انتخاب شد. از پرسشنامه‌های هم‌تولیدی رنجان و رید (2017)، یادگیری مشتری بهنام و همکاران (2021)، درگیر کردن مشتری هولبیک و همکاران (2014) و مشارکت مالار و همکاران (2011) استفاده شد. برای تجزیه و تحلیل داده‌ها از از نرم‌افزارهای اس‌پی‌اس‌اس نسخه 18 و پی‌ال‌اس نسخه 4 استفاده شد.

یافته‌ها: نتایج نشان داد که هم‌تولیدی بر یادگیری مشتریان و درگیر کردن مشتری تاثیر معناداری دارد. این تحقیق نشان داد که یادگیری مشتریان بر درگیر کردن مشتری اثر معناداری دارد. همچنین، یادگیری مشتریان بر رابطه بین هم‌تولیدی و درگیر کردن مشتری نقش میانجی دارد. در نهایت، این تحقیق برجسته کرد که مشارکت نقش تعدیلی بر رابطه بین یادگیری مشتریان و درگیر کردن مشتری دارد.

نتیجه‌گیری: تحقیق حاضر نشان داد که هم‌تولیدی به عنوان یک شیوه برای همکاری بین ارائه دهندگان خدمات و مشتریان در ایجاد ارزش، نقش کلیدی در بهبود یادگیری مشتریان داشته، که این منجر به درگیری بیشتر مشتری با خدمات و باشگاه‌ها بویژه در مشتریانی که سطح مشارکت بیشتری دارند، می‌شود.
کلیدواژه‌ها
درگیر کردن مشتری؛ مشارکت؛ هم‌تولیدی؛ یادگیری مشتری
عنوان مقاله [English]
The Impact of the Co-Production of Sport Services on Customer Engagement through Customer Learning: The Moderating Role of Involvement
نویسندگان [English]
Anvar Sameer Abd Ali؛ Mohsen Behnam؛ Roghayeh Sarlab
Department of Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran
چکیده [English]
Introduction: Co-production is a way to utilize additional resources and customer skills. The aim of the present study was to investigate the effect of sports service co-production on customer engagement through customer learning, considering the moderating role of ivolvement.
Methods: The current research method is correlation, which was carried out in the field. The statistical population of the research was the customers of sports clubs in Baghdad city in Iraq, 398 people were selected as a sample using the stratified sampling method. The co-production questionnaires of Ranjan and Read (2016), customer learning by Behnam et al. (2021), customer involvement by Hollebeek et al. (2014) and participation by Malar et al. (2011) were used. SPSS version 18 and PLS version 4 software were used for data analysis.
Results: The results showed that co-production has a significant effect on customer learning and customer engagement. This research showed that customer learning has a significant effect on customer engagement. Also, customer learning has a mediating role in the relationship between co-production and customer engagement. Finally, this research highlighted that involvement has a moderating role in the relationship between customer learning and customer engagement.
Conclusion: The current research showed that co-production as a method for cooperation between service providers and customers in creating value has a key role in improving customer learning, which leads to more customer engagement with services, especially in customers who have a higher level of involvement.
کلیدواژه‌ها [English]
Co-production, Customer learning, Customer engagement, Involvement
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