تأثير مهارت ‌هاي كارآفريني مديران بر جذب مشتريان باشگاه‌ هاي ورزشي خصوصي شهر تهران

The Effect of Entrepreneurial Skills of Managers on Customer Attraction in Private Sport Clubs in Tehran City

هدف از ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﻣﻬﺎرتﻫﺎي ﮐﺎرآﻓﺮﯾﻨﯽ ﻣﺪﯾﺮان ﺑﺮ ﺟﺬب ﻣﺸﺘﺮﯾﺎن ﺑﺎﺷﮕﺎهﻫﺎي ورزﺷﯽ ﺧﺼﻮﺻﯽ ﺷﻬﺮ ﺗﻬﺮان ﺑﻮد. اﯾﻦ ﺗﺤﻘﯿﻖ در زﻣﺮة ﺗﺤﻘﯿﻘﺎت ﺗﻮﺻﯿﻔﯽ از ﻧﻮع ﭘﯿﻤﺎﯾﺸﯽ و در ﮔﺮوه ﭘﮋوﻫﺶﻫﺎي آﻣﯿﺨﺘﻪ (ﮐﯿﻔﯽ، ﮐﻤﯽ)، و از ﻟﺤﺎظ ﻫﺪف، ﮐﺎرﺑﺮدي ﺑﻮد. در ﺑﺨﺶ ﮐﯿﻔﯽ، ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺤﻠﯿﻞ ﻣﺤﺘﻮاﯾﯽ و ﻣﺼﺎﺣﺒﮥ ﻧﯿﻤﻪﺳﺎﺧﺖﯾﺎﻓﺘﻪ ﺑﺎ اﺳﺘﺎدان ﮐﺎرآﻓﺮﯾﻨﯽ، ﺗﺮﺑﯿﺖ ﺑﺪﻧﯽ و ﻣﺪﯾﺮان ﺑﺎﺷﮕﺎهﻫﺎ (15ﻧﻔﺮ) ﺑﻪ روش ﮔﻠﻮﻟﻪﺑﺮﻓﯽ ﺑﻪ ﻣﺆﻟﻔﻪﻫﺎي ﻣﻬﺎرتﻫﺎي ﮐﺎرآﻓﺮﯾﻨﯽ دﺳﺖ ﯾﺎﻓﺘﻪ و ﺑﺮاﺳﺎس آن ﭘﺮﺳﺸﻨﺎﻣﮥ ﻣﺪﯾﺮان ﺑﺎ 51 ﺳﺆال ﺗﻨﻈﯿﻢ ﺷﺪ. ﺟﺎﻣﻌﮥ آﻣﺎري، ﺑﺎﺷﮕﺎهﻫﺎي ورزﺷﯽ ﺑﻮدﻧﺪ ﮐﻪ 300 ﺑﺎﺷﮕﺎه ﺑﻪ روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﻃﺒﻘﻪاي ﺗﺼﺎدﻓﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. در ﻫﺮ ﺑﺎﺷﮕﺎه ﻣﺪﯾﺮ ﭘﺎﺳﺨﮕﻮي ﭘﺮﺳﺸﻨﺎﻣﮥ ﻣﺪﯾﺮان، و ﻣﺸﺘﺮﯾﺎن ﻫﻤﺎن ﺑﺎﺷﮕﺎه (ﻣﯿﺎﻧﮕﯿﻦ 25 ﺗﺎ 35 ﻧﻔﺮ) ﭘﺎﺳﺨﮕﻮي ﭘﺮﺳﺸﻨﺎﻣﮥ اﺳﺘﺎﻧﺪارد رﺿﺎﯾﺖ ﻣﺸﺘﺮي آﻣﺮﯾﮑﺎﯾﯽ (ACSI) ﺑﻮدﻧﺪ ﮐﻪ در ﻣﺠﻤﻮع 6338 ﻧﻔﺮ را ﺗﺸﮑﯿﻞ ﻣﯽدادﻧﺪ. ﺑﻪﻣﻨﻈﻮر ﺑﺮرﺳﯽ رواﯾﯽ، ﭘﺎﯾﺎﯾﯽ و ﺑﺮازش ﻣﺘﻐﯿﺮﻫﺎي ﭘﻨﻬﺎن و آزﻣﻮن ﻓﺮﺿﯿﻪﻫﺎي ﭘﮋوﻫﺶ از روش ﻣﺪﻟﺴﺎزي ﻣﻌﺎدﻟﻪﻫﺎي ﺳﺎﺧﺘﺎري ﺑﺎ ﺑﻪﮐﺎرﮔﯿﺮي ﻧﺮماﻓﺰار Amos اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻋﺎﻣﻠﯽ ﺗﺄﯾﯿﺪي، رواﯾﯽ، ﭘﺎﯾﺎﯾﯽ و ﺑﺮازش ﻣﺘﻐﯿﺮﻫﺎي ﭘﻨﻬﺎن ﭘﮋوﻫﺶ را ﺗﺄﯾﯿﺪ ﮐﺮد. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد، ﻣﻬﺎرتﻫﺎي ﮐﺎرآﻓﺮﯾﻨﯽ (ﻣﻬﺎرتﻫﺎي ﺷﺨﺼﯽ و ﻣﻬﺎرتﻫﺎي ﻣﺪﯾﺮﯾﺖ ﮐﺴﺐوﮐﺎر) ﺑﺮ ﻣﯿﺰان ﺟﺬب ﻣﺸﺘﺮي ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎداري داﺷﺖ، ﻫﻤﭽﻨﯿﻦ ﻣﺘﻐﯿﺮ ﭘﯿﺸﮕﺎﻣﯽ ﺑﯿﺸﺘﺮﯾﻦ ﺗﺄﺛﯿﺮ و ﭘﺲ از آن ﺑﻪﺗﺮﺗﯿﺐ ﻣﺘﻐﯿﺮﻫﺎي ﺑﺎزارﯾﺎﺑﯽ، اﺳﺘﻘﻼل، ﺑﺮﻧﺎﻣﻪرﯾﺰي، ارﺗﺒﺎﻃﯽ، ﺗﺼﻤﯿﻢﮔﯿﺮي، ﻣﺮﮐﺰ ﮐﻨﺘﺮل دروﻧﯽ، ﺗﺠﺎريﺳﺎزي، رﯾﺴﮏﭘﺬﯾﺮي و ﻧﻮآوري ﻗﺮار داﺷﺖ. ﻣﺘﻐﯿﺮﻫﺎي ﺧﻼﻗﯿﺖ و ﺗﻮﻓﯿﻖﻃﻠﺒﯽ ﺑﺮ ﺟﺬب ﻣﺸﺘﺮي ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎداري ﻧﺪاﺷﺖ.

The aim of this study was to evaluate the effect of entrepreneurial skills of managers on customer attraction in Tehran private sports clubs. This study was descriptive-survey and mixed (qualitative - quantitative) and applied in terms of aims. In the qualitative section, the entrepreneurship skills components were achieved by content analysis and semi-structured interviews with entrepreneurship and physical education professors and club managers (15 subjects) using snowball method and then managers questionnaire was designed with 51 items. The population consisted of the sport clubs and 300 clubs were selected by stratified random sampling method. In each club, the manager responded to the managers questionnaire and the clients of the same club (average 25-35 subjects) responded to the American Customer Satisfaction Standard Questionnaire (ACSI) (N=6338). Structural equation modeling was used to examine validity, reliability and fitness of latent variables and to test research hypotheses with Amos software. The results of confirmatory factor analysis confirmed the validity, reliability and fitness of latent variables. The results showed that entrepreneurial skills (personal skills and business management skills) had a significant effect on customer attraction. Also, the pioneer variable had the highest effect and the variables of marketing, independence, planning, communication, decision making, center of internal control, commercialization, risk taking and innovation respectively occupied other places. The variables of creativity and success had no significant effects on customer attraction.