طراحي مدل مديريت تشريفات بازاريابان ورزشي ايران

Designing a competency model for Iranian sports marketers

روش ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺗﻮﺻﯿﻔﯽ و از ﻧﻮع ﮐﺎرﺑﺮدي ﺑﻮده ﮐﻪ ﺑﻪﺻﻮرت ﻣﯿﺪاﻧﯽ و ﺑﺎ اﺳﺘﻔﺎده از ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﻧﺠﺎم ﮔﺮﻓﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺷﺎﻣﻞ ﺑﺎزارﯾﺎﺑﺎن ﺷﺮﮐﺖﻫﺎي ﺗﻮﻟﯿﺪي ورزﺷﯽ ﺷﻬﺮ ﺗﻬﺮان )245=N( ﺑﻮد ﮐﻪ ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل ﮐﻮﮐﺮان )150=n( ﻧﻔﺮ ﺑﻪ روش ﺗﺼﺎدﻓﯽ ﺳﺎده اﻧﺘﺨﺎب ﺷﺪﻧﺪ. اﺑﺰار اﻧﺪازهﮔﯿﺮي ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖﺳﺎﺧﺘﻪ ﻣﺪﯾﺮﯾﺖ ﺗﺸﺮﯾﻔﺎت ﺑﺎ ﻣﻘﯿﺎس 5 ارزﺷﯽ ﻟﯿﮑﺮت ﺑﻮد ﮐﻪ ﭘﺲ از ﺑﺮرﺳﯽ ﺗﻮﺳﻂ 10 ﻧﻔﺮ از اﺳﺎﺗﯿﺪ ﻣﺪﯾﺮﯾﺖ ورزﺷﯽ ﻣﻮرد اﺳﺘﻔﺎده ﻗﺮار ﮔﺮﻓﺖ. ﺟﻬﺖ ﺑﺮرﺳﯽ ﺳﺆاﻻت و اﺳﺘﺨﺮاج ﻣﺆﻟﻔﻪﻫﺎ از ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ اﮐﺘﺸﺎﻓﯽ اﺳﺘﻔﺎده ﺷﺪ. درﻧﻬﺎﯾﺖ 6 ﻣﺆﻟﻔﻪ ﺑﺎ 30 ﺳﺆال ﻗﺎﺑﻞﻗﺒﻮل ﭘﺲ از ﭼﺮﺧﺶ وارﯾﻤﺎﮐﺲ اﺳﺘﺨﺮاج ﺷﺪ. از رواﯾﯽ ﻫﻤﮕﺮاﯾﯽ و واﮔﺮاﯾﯽ ﺑﺮاي ﺑﺮرﺳﯽ رواﯾﯽ و ﭘﺎﯾﺎﯾﯽ ﺳﺎزهاي اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد رواﯾﯽ ﺳﺎزهاي ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﻨﺎﺳﺐ اﺳﺖ. ﺑﺮاي ﺗﺤﻠﯿﻞ دادهﻫﺎ و ﻃﺮاﺣﯽ ﻣﺪل از ﻧﺮماﻓﺰارﻫﺎي SmartPLS2 SPSS24 اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﻣﻬﺎرتﻫﺎي ﺳﺨﺖ و ﻧﺮم 0/62، ﻓﻦ ﺑﯿﺎن 0/62، ﻫﻨﺮ اﺑﺮاز وﺟﻮد 0/50، اﺻﻮل آداب و ﻣﻌﺎﺷﺮت 0/44، آﺷﻨﺎﯾﯽ ﺑﺎ اﺻﻮل ﻣﺬاﮐﺮه 0/37 و ﻣﺪﯾﺮﯾﺖ داﻧﺶ ﺑﺎزارﯾﺎب ﺑﺎ 0/47، ﻣﺪﯾﺮﯾﺖ ﺗﺸﺮﯾﻔﺎت ﺑﺎزارﯾﺎﺑﺎن ورزﺷﯽ را ﺗﺒﯿﯿﻦ ﻧﻤﻮدﻧﺪ. ﻣﺪﯾﺮﯾﺖ ﺗﺸﺮﯾﻔﺎت ﻋﺎﻣﻞ ﻣﻬﻤﯽ در ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮﯾﺎن ﺑﻮده و ﺑﺎزارﯾﺎﺑﺎن ورزﺷﯽ ﺑﺎ ﺑﻪﮐﺎرﮔﯿﺮي و ﺑﻬﺒﻮد ﻣﺆﻟﻔﻪﻫﺎي ﺗﺤﻘﯿﻖ در ﻓﺮآﯾﻨﺪ ﺑﺎزارﯾﺎﺑﯽ، ﻣﯽﺗﻮاﻧﻨﺪ ﺑﻪ ﺗﻮﻓﯿﻘﺎت ﺸﺘﺮي ﻧﺎﺋﻞ ﺷﻮﻧﺪ.

The aim of this study was to design a competency model for Iranian sports marketers. The research method was descriptive and functional that was done fieldwork using structural equations. The Statistical Society included marketers of sports production companies in Tehran (N= 245) Using Cochran's formula (n = 150) people were selected by simple random sampling. The measuring instrument was a researcher-made competency management questionnaire with a 5-point Likert scale, which was used by 10 professors of sports management. Exploratory factor analysis was used to investigate the questions and extract the components. Finally, 6 components with 30 acceptable questions were extracted after varimax rotation. Convergence and divergence validity were used to evaluate the construct validity and reliability. The results showed that the construct validity of the questionnaire is appropriate. SPSS24 and SmartPLS2 software were used for data analysis and model design. showed that the hard and soft skills 0.62, Rhetorical 0.62, art of self-expression with 0.50, Principles of etiquette and association0.44, Familiarity with the principles of negotiation 0.37, and marketing knowledge management with 0,47 Explained the management of sports marketers' Protocols. Protocol management is an important factor in customer relations and sports marketers can achieve more success by applying and improving research components in the marketing process.