ﻣﺪﻟﺴﺎزي ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺗﺒﻠﯿﻐﺎت دﻫﺎنﺑﻪدﻫﺎن در ﻣﺠﻤﻮﻋﻪﻫﺎي ورزﺷﯽ-ﺗﻔﺮﯾﺤﯽ

Modeling of Affecting Factors on Word of Mouth advertising in Sports-Recreational Complexes

ﯾﮑﯽ از ﺷﯿﻮهﻫﺎﯾﯽ ﮐﻪ از دﯾﺮﺑﺎز راﯾﺞ ﺑﻮده و ﺗﺄﺛﯿﺮ ﺑﺴﺰاﯾﯽ ﺑﺮ ﺗﺼﻤﯿﻤﺎت ﺧﺮﯾﺪار دارد، ﺗﺒﻠﯿﻐﺎت دﻫﺎنﺑﻪدﻫﺎن اﺳﺖ. ﺗﺄﺛﯿﺮات ﺗﺒﻠﯿﻎ دﻫﺎنﺑﻪدﻫﺎن ﺑﺮ ﻗﻀﺎوت ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن و ﻗﺼﺪ ﺧﺮﯾﺪ آﻧﻬﺎ، ﻣﻮﺟﺐ ﺷﺪه ﻣﺤﻘﻘﺎن در ﺳﺎﻟﯿﺎن اﺧﯿﺮ ﺗﻮﺟﻪ ﺑﯿﺸﺘﺮي ﺑﻪ اﯾﻦ ﻣﻮﺿﻮع داﺷﺘﻪ ﺑﺎﺷﻨﺪ و ﺑﻪ ﻣﻄﺎﻟﻌﮥ ﺟﻨﺒﻪﻫﺎي ﮔﻮﻧﺎﮔﻮن و ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ آن ﺑﭙﺮدازﻧﺪ. ﻫﺪف اﺻﻠﯽ اﯾﻦ ﭘﮋوﻫﺶ، ﻣﺪﻟﺴﺎزي ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺗﺒﻠﯿﻐﺎت دﻫﺎنﺑﻪدﻫﺎن در ﻣﺠﻤﻮﻋﻪﻫﺎي ورزﺷﯽ-ﺗﻔﺮﯾﺤﯽ اﺳﺖ. ﻧﻤﻮﻧﮥ آﻣﺎري 145 ﻧﻔﺮ از ﻣﺸﺘﺮﯾﺎن ﻣﺠﻤﻮﻋﻪﻫﺎي ورزﺷﯽ-ﺗﻔﺮﯾﺤﯽ ﺷﻬﺮ رﺷﺖ ﺑﻮدﻧﺪ. ﺑﻪﻣﻨﻈﻮر ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ از ﻧﺮماﻓﺰار SMART PLS2 اﺳﺘﻔﺎده ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ رﺿﺎﯾﺖﻣﻨﺪي و وﻓﺎداري ﻣﺸﺘﺮﯾﺎن ﺑﻪﺻﻮرت ﻣﺴﺘﻘﯿﻢ و ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت، ارزش دركﺷﺪه و ﮐﯿﻔﯿﺖ راﺑﻄﻪ ﺑﻪﺻﻮرت ﻏﯿﺮﻣﺴﺘﻘﯿﻢ، ﺑﺮ اﻧﺠﺎم ﺗﺒﻠﯿﻎ دﻫﺎنﺑﻪدﻫﺎن ﻣﺆﺛﺮﻧﺪ. ﻧﺘﺎﯾﺞ اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ ﻣﺪﯾﺮان ﻣﺠﻤﻮﻋﻪﻫﺎي ورزﺷﯽ-ﺗﻔﺮﯾﺤﯽ ﮐﻤﮏ ﻣﯽﮐﻨﺪ ﺗﺎ ﺑﺎ اراﺋﮥ ﺧﺪﻣﺎت ﺑﺎﻻﺗﺮ از ﺣﺪ اﻧﺘﻈﺎر ﻣﺸﺘﺮﯾﺎن ﺑﺎ ﻗﯿﻤﺖﻫﺎي رﻗﺎﺑﺘﯽﺗﺮ و ﺑﻬﺒﻮد ﮐﯿﻔﯿﺖ راﺑﻄﻪ از ﻃﺮﯾﻖ ﻋﻤﻞ ﺑﻪ وﻋﺪهﻫﺎ و اﯾﺠﺎد ﺣﺲ اﻋﺘﻤﺎد و ﺗﻌﻬﺪ در آﻧﻬﺎ، از اﯾﻦ اﺑﺰار ﻗﺪرﺗﻤﻨﺪ ﺑﺮاي ﺟﺬب ﻣﺸﺘﺮﯾﺎن ﺑﯿﺸﺘﺮ و اﻓﺰاﯾﺶ ﺑﻬﺮهوري اﯾﻦ ﻣﺠﻤﻮﻋﻪﻫﺎ اﺳﺘﻔﺎده ﮐﻨﻨﺪ.

One of the common ways which has been used for years and it has a significant impact on buyer`s decisions is word-of-mouth advertising. Recently the impacts of word-of-Mouth advertising on consumers` judgment and their intention to buy products has caused researchers to pay more attention to this issue and study its various aspects and effective factors. The main purpose of this research was modeling of affecting factors on word-of-mouth advertising in sports-recreational complexes. The statistical sample consisted of 145 customers of sports-recreational complexes in Rasht and SMART PLS2 software was used to analyze the data. The results showed that the satisfaction and loyalty of customers have a direct impact, and service quality, perceived value, and relationship quality have an indirect impact on word-of-mouth advertising. The results of this research can help the managers of sports-recreational complexes attract more customers and increase productivity by providing superior services such as offering competitive prices and improving relationship quality via keeping their promises and enhancing customer satisfaction, trust, and commitment