ارتباط علي كيفيت خدمات و ارزش با وفاداري تماشاگران فوتبال شهرتبريز

Causal Relationship of Service Quality and Value with Loyalty in Football Spectators of Tabriz City

ﻫﺪف از ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ارﺗﺒﺎط ﺑﯿﻦ ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت و ادراك ارزش ﺑﺎ وﻓﺎداري در ﺗﻤﺎﺷﺎﮔﺮان ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺒﺎل )ﻣﻄﺎﻟﻌﮥ ﻣﻮردي ﺗﻤﺎﺷﺎﮔﺮان ﺑﺎﺷﮕﺎه ﻓﺮﻫﻨﮕﯽ ورزﺷﯽ ﺗﺮاﮐﺘﻮرﺳﺎزي( ﺑﻮد. اﯾﻦ ﺗﺤﻘﯿﻖ از ﻧﻈﺮ ﻫﺪف، از ﻧﻮع ﺗﺤﻘﯿﻘﺎت ﮐﺎرﺑﺮدي و ﺑﻪ ﻟﺤﺎظ ﮔﺮدآوري دادهﻫﺎ، ﺗﻮﺻﯿﻔﯽ از ﻧﻮع ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ و ﺟﺎﻣﻌﮥ ﻣﻮرد ﻣﻄﺎﻟﻌﻪ ﺗﻤﺎﻣﯽ ﺗﻤﺎﺷﺎﮔﺮان ﺗﯿﻢ ﺗﺮاﮐﺘﻮرﺳﺎزي ﺗﺒﺮﯾﺰ در ﺳﺎل 1396 ﺑﻮدﻧﺪ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﺸﺨﺺ ﻧﺒﻮدن ﺗﻌﺪاد ﻫﻮاداران ﺗﯿﻢ ﺗﺮاﮐﺘﻮرﺳﺎزي، از ﻓﺮﻣﻮل ﮐﻮﮐﺮان ﺑﺮاي ﺟﺎﻣﻌﮥ ﻧﺎﻣﺤﺪود، 384 ﻧﻔﺮ در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪ و در ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﺷﺪ. ﺑﻪﻣﻨﻈﻮر ﺟﻤﻊآوري دادهﻫﺎ و اﻧﺪازهﮔﯿﺮي ﻣﺘﻐﯿﺮﻫﺎي ﻣﺪل از ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﻔﺎده ﺷﺪ. ﭘﺎﯾﺎﯾﯽ آن ﺑﺎ اﺳﺘﻔﺎده از ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ و ﭘﺎﯾﺎﯾﯽ ﺗﺮﮐﯿﺒﯽ و رواﯾﯽ آن ﻧﯿﺰ ﺑﺎ اﺳﺘﻔﺎده از رواﯾﯽ ﻫﻤﮕﺮا )ﺗﺄﯾﯿﺪ ﺑﺎرﻫﺎي ﻋﺎﻣﻠﯽ و ﻣﻘﺪار AVE( و رواﯾﯽ ﺗﺸﺨﯿﺼﯽ ﺗﺄﯾﯿﺪ ﺷﺪ. ﺑﺮاي ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ از روشﻫﺎي آﻣﺎر ﺗﻮﺻﯿﻔﯽ و ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ ﺗﺄﯾﯿﺪي و ﺑﺮاي اراﺋﮥ ﻣﺪل، از ﺗﮑﻨﯿﮏ ﻣﺪلﯾﺎﺑﯽ ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮماﻓﺰار SPSS ﻧﺴﺨﮥ 20 و 8.8 lisrel اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﻣﺮﮐﺰي ﺑﺎ درك ارزش )0/37= t= 4/89 & β( و درك ارزش ﺑﺎ وﻓﺎداري )0/45= t =5/99 & β( راﺑﻄﮥ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارد، ﯾﻌﻨﯽ ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﻣﺮﮐﺰي از ﻃﺮﯾﻖ درك ارزش ﺑﺮ وﻓﺎداري ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ورزﺷﯽ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري ﻣﯽﮔﺬارد.

The aim of this study was to investigate the relationship of service quality and perceived value with loyalty in spectators of football premier league (a case study of the spectators of Cultural Sport Tractorsazi Club). This study was applied in terms of objectives and in terms of data collection, descriptive correlation. The population of this study consisted of all spectators of Tabriz Tractorsizi in 2017. As the number of spectators of Tractorsazi team was not specific, Cochran formula for unlimited population was used to determine the population (N=384). In order to collect data and measure the variables of the model, a questionnaire was used. Its reliability was confirmed by Cronbach alpha coefficient and its CR and validity were confirmed by convergent validity (confirmation of factor load and AVE value) and diagnostic validity. Descriptive statistics and confirmatory factor analysis were used to analyze the data. Structural equation modeling technique with SPSS version 20 and Lisrel 8.8 were used to provide the model. The results of the study showed a positive and significant relationship between central service quality and perceived value ( 12β="> 0.37 and t=4.89) and also between perceived value and loyalty ( 12β="> 0.45 and t=5.99). That is to say central service quality had a positive and significant effect on sport consumers’ loyalty through perceived value.