فرا تحلیل رضایت بر تبلیغات دهان‌به‌دهان در ورزش؛ نقش تعدیل گر محل پژوهش

چیتی, نسیم; اندام, رضا; رجبی, مجتبی

doi:10.22059/jsm.2024.365456.3201

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	فرا تحلیل رضایت بر تبلیغات دهان‌به‌دهان در ورزش؛ نقش تعدیل گر محل پژوهش
نشریه مدیریت ورزشی
مقاله 4، دوره 17، شماره 2، تیر 1404، صفحه 93-74 اصل مقاله (1.51 M)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2024.365456.3201
نویسندگان
نسیم چیتی^* ؛ رضا اندام؛ مجتبی رجبی
گروه تربیت بدنی و علوم ورزشی، دانشکدۀ تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران
چکیده
مقدمه: هدف تحقیق حاضر فرا تحلیل رضایت بر تبلیغات دهان‌به‌دهان در ورزش با نقش تعدیل گر محل پژوهش است. روش پژوهش: برای انجام این پژوهش از روش فرا تحلیل استفاده شد. بدین منظور اکثر مقالات و پایان‌نامه‌های مرتبط با موضوع پژوهش در بازه زمانی سال‌های 1381 تا 1401 (2022-2002) موردبررسی قرار گرفت و درنهایت، 27 مطالعه با استفاده از نرم‌افزار CMA2تحلیل گردید؛ همچنین با توجه به آزمون‌های q- value, I- squared, tau- squared ناهمگونی مطالعات مشخص شد. یافته ها: نتایج تحقیق نشان داد رضایت بر تبلیغات دهان‌به‌دهان با اندازه اثر 46/0 تأثیر مثبت و معناداری داشت (P≤0.05). با استفاده از نمودار درختی مطالعات داخلی و خارجی که کمترین انحراف را با اندازه اثر مدل تصادفی داشتند، مشخص شد و به‌عنوان تحقیقات ارزشمندتر شناسایی گردید. همچنین با توجه به آزمون N ایمن از خطا، در رابطه با تأثیر رضایت بر تبلیغات شفاهی، می‌توان ادعا کرد که این متغیر بر تبلیغات دهان‌به‌دهان تا دهه ها تأثیر مثبت می‌گذارد. با توجه به ناهگونی مطالعات، محل پژوهش به‌عنوان تعدیل گر در رابطه بین رضایتمندی با تبلیغات دهان‌به‌دهان شناخته شد. نتیجه گیری: با توجه به یافته‌های پژوهش، پیشنهاد می‌گردد مدیران ورزشی برای افزایش تبلیغات دهان‌به‌دهان، به نیازها و خواسته‌های مشتریان خود توجه داشته و با استفاده از فناوری‌های جدید و ارائه خدمات و محصولات باکیفیت بالا، رضایت مشتریان را فراهم آورند.
کلیدواژه‌ها
تبلیغات دهان‌به‌دهان؛ رضایت؛ فرا تحلیل؛ مرور نظام‌مند
عنوان مقاله [English]
Meta-Analysis of Satisfaction on Word-of-Mouth Advertising in Sports; The Moderating Role of Research Location
نویسندگان [English]
Nasim Chiti؛ Reza Andam؛ Mojtaba Rajabi
Department of Physical Education and Sports Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, IranTechnology, Shahrood, Iran
چکیده [English]
Introduction: The purpose of the present research is a meta-analysis of satisfaction on word-of-mouth advertising in sports with the moderating role of research location. Methods: The meta-analysis method was used to conduct this research. For this purpose, most of the articles and theses related to the research topic were examined between 2002 and 2022 and finally, 27 studies were analyzed by using CMA2 software; also, according to the q-value, I-squared, and tau-squared tests, the heterogeneity of the studies was determined. Results: The results of the research showed that satisfaction had a positive and significant effect on word-of-mouth advertising with an effect size of 0.46 (P≤0.05). By using a tree diagram, the internal and external studies that had the least deviation with the effect size of the random model were identified and identified as more valuable research. Also, according to the FSN test, regarding the effect of satisfaction on word-of-mouth advertising, it can be claimed that this variable had a positive effect on word-of-mouth advertising for decades. Considering the heterogeneity of the studies, the location of the study was recognized as a moderator in the relationship between satisfaction with word-of-mouth advertising. Conclusion: According to the research findings, it is suggested that sports managers pay attention to the needs and demands of their customers to increase word-of-mouth advertising and provide customer satisfaction by using new technologies and providing high-quality services and products.
کلیدواژه‌ها [English]
Meta-analysis, Satisfaction, Systematic review, Sport, Word of mouth

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فرا تحلیل رضایت بر تبلیغات دهان‌به‌دهان در ورزش؛ نقش تعدیل گر محل پژوهش