شناسایی راهکارهای جذب مشتری در باشگاه‌های خصوصی کاراته تبریز

نوع مقاله : مقاله پژوهشی

نویسندگان
محمودرضا داخته
یوسف یاوری
رسول فرجی
گروه علوم ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شهید مدنی آذربایجان، تبریز، ایران.
10.22034/ntsmj.2024.2031804.1054
چکیده
موفقیت باشگاه‌های ورزشی به حضور مشتریان وابسته است و حضور مشتریان در باشگاه‌ها نیز نیازمند به کارگیری راهبردهای اساسی است. از این رو، این پژوهش با استفاده از رویکرد تحلیل مضمون به حهت شناسایی راهبردهایی برای باشگاه‌های خصوصی کاراته جهت جذب حداکثری افراد اجرا شد. جامعه آماری شامل اعضای هیأت علمی مدیریت ورزشی، ورزشکاران، داوران، مربیان، مدیران باشگاه‌های کاراته و مدیران اداره ورزش و جوانان تبریز بودند. از روش نمونه‌گیری هدفمند برای انتخاب نمونه‌ها استفاده شد. برای جمع‌آوری داده‌های مورد نیاز پژوهش از مصاحبه‌های عمیق نیمه ‌ساختار یافته استفاده شد و با انجام 20 مصاحبه اشباع نظری حاصل شد. تحلیل داده‌ها با استفاده از روش تحلیل تماتیک یا مضمون و با کدگذاری و تولید، تعریف و نامگذاری مضامین داده‌های کیفی انجام شد. نتایج نشان داد راهبردهای جذب حداکثری افراد در باشگاه‌های کاراته شامل 45 مفهوم اولیه، 12 مقوله و مضمون ثانویه (رفتاری، ارتباطی، اقتصادی، بازاریابی، پوشش رسانه‌ای، فنی، دانشی، باشگاه‌داری، مربیگری، برنامه‌ریزی-رویدادی، کیفیت خدمات، فرهنگی- اجتماعی) و 6 مضمون اصلی (راهکارهای مدیریت روابط عمومی، اقتصادی، مدیریت بازاریابی، حرفه‌ای، مدیریت استراتژیک، فرهنگی- اجتماعی) است. بر اساس یافته‌ها پیشنهاد می‌شود مدیران باشگاه‌های کاراته با همکاری مربیان راهبردهای چند جانبه و کاربردی که مشتمل بر اصول اداره حرفه‌ای، اصول آموزش و تدریس حرفه‌ای، تمرکز بر مشتری مداری و جلب رضایت آنان، توجه کافی به اصل به روز شدن و به روز ماندن، تعامل بیشتر با فدراسیون کاراته و تاکید بیشتر بر رفتارهای تخصصی و مرتبط با رشته ورزشی را تدوین و اجرا کنند. از این طریق زمینه افزایش مشارکت ورزشی علاقمندان به رشته ورزشی کاراته و همچنین توسعه و رونق اقتصادی باشگاه‌ها می‌تواند محقق شود.
کلیدواژه‌ها
بازاریابی
باشگاه‌
مشتری‌مداری
ورزش رزمی

عنوان مقاله English

Identification of customer attraction strategies in Tabriz private karate clubs

نویسندگان English

Mahamoud Reza Dakhteh
Yousef Yavari
Rasoul Faragi
Department of Sport Sciences, Faculty of Education and Psychology, Azarbaijan Shahid Madani University, Tabriz, Iran.
چکیده English

Success of sports clubs depends on the presence of customers and the presence of customers requires the use of basic strategies. Therefore, this research was carried out using thematic analysis approach to identify strategies for private karate clubs to attract maximum people. The statistical population included sports management faculty members, athletes, referees, coaches, karate club managers, and managers of Tabriz Sports and Youth Department. Purposive sampling method was used to select the samples. Semi-structured in-depth interviews were used to collect the data required for the research, and theoretical saturation was achieved by conducting 20 interviews. Data analysis was done using thematic or theme analysis method and by coding and producing, defining and naming themes of qualitative data. The results showed that the strategies for maximum attraction of people in karate clubs include 45 primary concepts, 12 categories and secondary themes (behavioral, communication, economic, marketing, media coverage, technical, knowledge, club ownership, coaching, event-planning, service quality, cultural-social) and 6 main topics (public relations, economic, marketing management, professional, strategic, cultural-social management solutions). Based on the findings, it is suggested that the managers of karate clubs, in cooperation with trainers, use multifaceted and practical strategies that include the principles of professional administration, the principles of professional education and teaching, focusing on customer orientation and satisfying them, paying sufficient attention to the principle of updating and staying up-to-date, develop and implement more interaction with the Karate Federation and more emphasis on specialized behaviors related to sports. In this way, the field of increasing sports participation of those interested in karate sports, as well as the economic development of clubs can be achieved.

کلیدواژه‌ها English

marketing
club
customer attraction
martial art
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رویکردهایی نوین در مدیریت ورزشی
دوره 12، شماره 46 - شماره پیاپی 46
پاییز
پاییز 1403
صفحه 139-154