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پیمان فر, محمد حسن, کهدوئی, الهه, دهقان, سید امین. (1404). تاثیر بازاریابی کارآفرینانه بر رابطه مسئولیت اجتماعی و عملکرد رقابتی باشگاه های ورزشی. , 17(2), 147-131. doi: 10.22059/jsm.2024.372943.3261
محمد حسن پیمان فر; الهه کهدوئی; سید امین دهقان. "تاثیر بازاریابی کارآفرینانه بر رابطه مسئولیت اجتماعی و عملکرد رقابتی باشگاه های ورزشی". , 17, 2, 1404, 147-131. doi: 10.22059/jsm.2024.372943.3261
پیمان فر, محمد حسن, کهدوئی, الهه, دهقان, سید امین. (1404). 'تاثیر بازاریابی کارآفرینانه بر رابطه مسئولیت اجتماعی و عملکرد رقابتی باشگاه های ورزشی', , 17(2), pp. 147-131. doi: 10.22059/jsm.2024.372943.3261
پیمان فر, محمد حسن, کهدوئی, الهه, دهقان, سید امین. تاثیر بازاریابی کارآفرینانه بر رابطه مسئولیت اجتماعی و عملکرد رقابتی باشگاه های ورزشی. , 1404; 17(2): 147-131. doi: 10.22059/jsm.2024.372943.3261

تاثیر بازاریابی کارآفرینانه بر رابطه مسئولیت اجتماعی و عملکرد رقابتی باشگاه های ورزشی

نشریه مدیریت ورزشی
مقاله 7، دوره 17، شماره 2، تیر 1404، صفحه 147-131    اصل مقاله (1.08 M)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2024.372943.3261
نویسندگان
محمد حسن پیمان فر* 1؛ الهه کهدوئی2؛ سید امین دهقان3
1گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران
2گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه مازندران، بابلسر، ایران
3گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران
چکیده
مقدمه: هدف از پژوهش حاضر، بررسی تأثیر بازاریابی کارآفرینانه بر رابطه بین مسئولیت اجتماعی و عملکرد رقابتی باشگاه‌های ورزشی در دوران کرونا بود.

روش پژوهش: پژوهش حاضر از نوع توصیفی و به لحاظ هدف کاربردی بود. جامعه آماری شامل مدیران باشگاه‌های ورزشی شهر یزد بود. ابزار گردآوری داده‌ها پرسشنامه بازاریابی کارآفرینانه فیوری و همکاران (2013)، پرسشنامه مسئولیت اجتماعی لچوگا (2012) و پرسشنامه عملکرد رقابتی مارین و همکاران (2012) بود. برای آزمون مدل تحقیق، از مدل‌یابی معادلات ساختاری استفاده شد.

یافته ها: نتایج تحلیل‌ها نشان داد که تأثیر مسئولیت اجتماعی بر عملکرد رقابتی باشگاه‌های ورزشی معنادار نیست. از طرفی مسئولیت اجتماعی تأثیر مثبت و معناداری بر بازاریابی کارآفرینانه و بازاریابی کارآفرینانه تأثیر مثبت و معناداری بر عملکرد رقابتی باشگاه‌های ورزشی دارد. همچنین یافته‌ها نشان داد که بازاریابی کارآفرینانه نقش میانجیگری معناداری در رابطه علّی بین مسئولیت اجتماعی و عملکرد رقابتی دارد. مقدار T-Value برابر با 2.879 و مقدار ß برابر با 0.267 بود که این نشان‌دهنده وجود نقش میانجی بازاریابی کارآفرینانه در این رابطه است.

نتیجه گیری: با توجه به نتایج پژوهش پیشنهاد می‌شود مدیران باشگاه ها با تدوین قوانین مدون و شفاف بازاریابی اخلاقی که در آن هم حقوق مشتریان لحاظ شده باشد و هم دایره اختیارات تعیین شده باشد، به بهبود عملکرد باشگاه‌های ورزشی خود کمک کنند. همچنین، توجه به توانمندی‌های فناورانه در زمینه بازاریابی الکترونیکی و اتخاذ استراتژی‌های بازاریابی مشتری‌محور در فضای مجازی در دوران بحرانی می‌تواند منجر به مزیت رقابتی ویژه‌ای برای باشگاه های ورزشی شود.
کلیدواژه‌ها
بازاریابی کارآفرینانه؛ کرونا؛ عملکرد رقابتی؛ مسئولیت اجتماعی؛ مدیریت بحران
عنوان مقاله [English]
The Effect of Entrepreneurial Marketing on the Relationship Between Social Responsibility and the Competitive Performance of Sports Clubs
نویسندگان [English]
Mohamad hasan Peymanfar1؛ Elahe Kahdouei2؛ Seyed Amin Dehghanbanadaki3
1Department of Sport Management, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, Iran
2Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Mazandaran, Babolsar, Iran
3Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran
چکیده [English]
Introduction: The aim of this study was to examine the impact of entrepreneurial marketing on the relationship between social responsibility and competitive performance of sports clubs during the COVID-19 pandemic.

Method: The current research was descriptive and applied in terms of purpose. The statistical population included managers of sports clubs in Yazd. Data collection tools were entrepreneurial marketing questionnaire(Fiore et al, 2013), social responsibility questionnaire (Lechuga,2012), and competitive performance questionnaire (Marin et al,2012). Structural equation modeling was used to test the research model.

Results: The results of the analysis showed that the effect of social responsibility on the competitive performance of sports clubs is not significant. On the other hand, social responsibility has a positive and significant effect on entrepreneurial marketing and entrepreneurial marketing has a positive and significant effect on the competitive performance of sports clubs. Also, the findings showed that entrepreneurial marketing has a significant mediating role in the causal relationship between social responsibility and competitive performance.

Conclusion: According to the results of the research, it is suggested that club managers help improve the performance of their sports clubs by developing codified and clear rules of ethical marketing in which both the rights of customers are taken into account and the scope of authority is determined. Also, paying attention to technological capabilities in the field of electronic marketing and adopting customer-oriented marketing strategies in the virtual space during a crisis can lead to a special competitive advantage for sports clubs.
کلیدواژه‌ها [English]
Entrepreneurialmarketing, Corona, Competitive Performance, social Responsibility, Crisis Management
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