شناسایی شاخص‌های پیشرو در تعیین ارزش طول عمر مشتری در ورزش
محورهای موضوعی : بازاریابی ورزشیماهرخ رجبی اصلی 1 , مژگان خدامرادپور 2 , مظفر یکتایار 3 , رشاد حسینی 4
1 - دانشجوی دکتری، گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران
2 - استادیارگروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران می واحد سنندج
3 - دانشیار گروه تربیت بدنی و علوم ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران
4 - دانشکده مهندسی برق و کامپیوتر، دانشکده فنی، دانشگاه تهران، تهران، ایران
کلید واژه: ورزش, پیشران‌ها, ارزش طول عمر مشتری,
چکیده مقاله :
پژوهش حاضر به‌منظور شناسایی شاخص‌های پیشرو ارزش طول عمر مشتری در باشگاه‌های ورزشی تدوین‌شده است. این پژوهش به لحاظ هدف، کاربردی و از منظر ماهیت و روش آمیخته (اکتشافی متوالی) است. پژوهش در دو بخش کیفی و کمی انجام شد. نمونه بخش کیفی را 18 نفر از خبرگان و متخصصین ورزشی و در بخش کمی 384 نفر از مدیران ورزشی باشگاه‌های ورزشی تشکیل می‌دادند. انتخاب نمونه در بخش کیفی به روش غیر تصادفی هدفمند با رویکرد گلوله برفی انجام گرفت و داده‌ها با مصاحبه‌های نیمه ساختاریافته جمع‌آوری گردید. در بخش کمی از روش نمونه‌گیری خوشه‌ای و تصادفی طبقه‌ای حجم نمونه انتخاب و از پرسشنامه خروجی از بخش کیفی داده‌ها جمع‌آوری گردید. در مرحله کیفی از روش‌های آماری تکنیک دلفی و در مرحله کمی از معادلات ساختاری استفاده گردید. تحلیل‌های آماری با نرم‌افزارهای اس.پی.اس.اس و آموس انجام گرفت. نتایج گویای این است که پیشرانهای ارزش طول عمر مشتری به عوامل نه‌گانه (سخت‌افزاری، نرم‌افزاری، مالی، راهبردی، اجتماعی، انگیزشی، رفتاری، فرآیندی و اجرایی) بستگی دارد. در راستای نتایج پیشنهاد می‌شود مدیران، با در نظر گرفتن مؤلفه‌های عوامل انگیزشی، اجرایی و رفتاری زمینه رضایت و وفاداری مشتریان، اعتماد و اطمینان در آنان را بهبود بخشیده و همچنین با موردتوجه قرار دادن عوامل راهبردی و مالی، وضعیت آتی مشتریان را پیش‌بینی نمایند.
The current research was developed in order to identify the leading indicators of customer lifetime value in sports clubs. This research is practical in terms of purpose and mixed (sequential exploratory) in terms of nature and method. The research was conducted in two parts, qualitative and quantitative. The sample of the qualitative section consisted of 18 sports experts and 384 sports managers of sports clubs in the quantitative section. The sample selection in the qualitative part was done in a targeted non-random method with a snowball approach and the data was collected with semi-structured interviews. In the quantitative part, the sample size was selected from the stratified random cluster sampling method and the data was collected from the questionnaire output from the qualitative part. Delphi technique statistical methods were used in the qualitative stage and structural equations were used in the quantitative stage. Statistical analyzes were performed with SPSS and Amos software. The results show that the drivers of customer lifetime value depend on nine factors (hardware, software, financial, strategic, social, motivational, behavioral, process and executive). In line with the results, it is suggested that managers improve their trust and confidence by taking into account the motivational, executive and behavioral factors of customer satisfaction and loyalty, and also predict the future situation of customers by considering strategic and financial factors.
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- Agababaei, S., Nazari, M., & Haji Heydari, N. (2020). Designing and implementing a system that suggests managers about pricing based on customer value with topic modeling techniques and text mining. IT Management Studies, 9(33), -. doi:10.22054/ims.2020.12039.(Persian)
- Ahmadvand M R, Amiri N. A look at the human development index and Iran's position in the field of human development compared to other countries. ejipir. 2009;9(89):5-15. (Persian)
- Albadvi, A., & Teimourpour, B. (2020). Optimal allocation of short-term marketing resources with a life cycle customer value approach. Iranian Journal of Insurance Research, 35(2). (Persian)
- Amadi, M., Benar, N., Rostami, H. R. G., & Saeedi, F. (2019). The effect of customer knowledge management on fitness clubs customer lifetime value in Rasht. Journal of Sport Management and Development, 8(4), 177-189. Retrieved from https://www.magiran.com/paper/2099563. (Persian)
- Aslan, D., & Tolon, M. (2018). Comparing customer segmentation with CLV using data mining and statistics: A case study. İşletme Araştırmaları Dergisi, 10(4), 887-900.
- Buttle, F., & Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies.
- Castéran, H., Meyer-Waarden, L., Reinartz, W., Homburg, C., Klarmann, C., & Vomberg, A. (2017). Modeling customer lifetime value, retention, and churn. Retrieved from
- Cheng‐Hsui Chen, A. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, 10(7), 439-451. doi:10.1108/10610420110410559
- Fader, P. S., Hardie, B. G., & Lee, K. L. (2005). “Counting your customers” the easy way: An alternative to the Pareto/NBD model. Marketing science, 24(2), 275-284.
- Fox T, Stead S. Customer relationship management: Delivering the benefits. White Paper, CRM (UK) and SECOR Consulting, New Malden. 2001.
-haghighi, m., hazave hesar maskan, b., ashkani, m., & abasi, a. (2017). Implementation of Marketing Strategies Based on Customer Lifetime and Referral Value (Case Study:broadband Internet Service Industry). 23(64), 9-25. Retrieved from http://smr.journals.iau.ir/article_532384_bb7fe15168ffcf754dc2d763ae41548b.pdf. (Persian)
- Jasek, P., Vrana, L., Sperkova, L., Smutny, Z., & Kobulsky, M. (2019). Predictive performance of customer lifetime value models in e-commerce and the use of non-financial data. Prague Economic Papers, 28(6), 648-669.
- Karimi A. Presenting a model of the effect of socio-economic and cultural factors on students' tendency to public sports (Case study: students of Payame Noor University of Kermanshah). Socio-Cultural Changes. 2017;14(3):31-46. (Persian)
- Khajvand, M., Zolfaghar, K., Ashoori, S., & Alizadeh, S. (2011). Estimating customer lifetime value based on RFM analysis of customer purchase behavior: Case study. Procedia Computer Science, 3, 57-63. doi:https://doi.org/10.1016/j.procs.2010.12.011. (Persian)
- McCarthy, D. M., & Fader, P. S. (2018). Customer-Based Corporate Valuation for Publicly Traded Noncontractual Firms. Journal of Marketing Research, 55(5), 617-635. doi:10.1177/0022243718802843.
- Moeini, A., Behradmehr, N., Ahrari, M., & Khadem Shariat, S. (2013). Determining Valuation and Scoring Indicators for Customers in Banking Services Marketing: A Case Study of Two Iranian Banks. Business Quarterly, 16(64), 1-25. (Persian)
- Manafi F R, Nejad., R, Gohar, Rostami H, Purkiani M. The Impact of Infrastructural and Managerial Factors on the Development of Sports Participation in Iranian Public Universities. Research in Educational Sports. 2016;4(9):65-90. (in persian)
- Monalisa, S. (2018). Klasterisasi Customer Lifetime Value Dengan Model LRFM Menggunakan Algoritma K-Means. Jurnal Teknologi Informasi dan Ilmu Komputer (JTIIK), 5(2), 247-252.
- Manuel Luiz J, Fadal R. An economic analysis of sports performance in Africa. International Journal of Social Economics. 2011;38(10):869-83.
- Nazari, M., & Paundi, S. (2019). Pricing Strategies and Methods (Guide to Increasing Profitability. University of Tehran. (Persian)
- Rizvandi, A., Tojari, F., & Esmaili, M. R. (2018). Structural Model Test of Sport Club Managers Performance Based on Entrepreneurial Marketing. Applied Research in Sport Management, 6(3), 63-74. Retrieved from http://arsmb.journals.pnu.ac.ir/article_4386_c8910e1e42c355fdc88c8feeb8a84309.pdf. (Persian)
- Rusta, A., Venus, D., & Ebrahimi, A.H. (2010). Marketing management (Vol. 14th ed). Tehran: Samt Publication. (Persian)
- Saatchian, V., Safari, H. R., Rasooli, S. M., Eskandari, E., & Elahi, A. (2013). The relationship of service quality, customer satisfaction and loyalty with future intention for participation of fitness centers (Case study Rasht Township). Research in Sport Management & Motor Behavior, 3(5), 125-137. Retrieved from http://jrsm.khu.ac.ir/article-1-1765-en.html. (Persian)
- Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. Handbook of market research, 26(1), 1-40.
- Segarra-Moliner, J. R., & Moliner-Tena, M. Á. (2016). Customer equity and CLV in Spanish telecommunication services. Journal of Business Research, 69(10), 4694-4705. Retrieved from https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:10:p:4694-4705.
- Salimi SM, Hosseini M, & Taqvaee M. . Selection of optimal location for construction of outdoor sports venues using G. Sports Management Studies. 2012;16(9):37-62. (Persian)
- Turoff, M., & Linstone, H. A. (2002). The Delphi method-techniques and applications.
- Vazifeh Dan MM, Manouchehri Nejad M, & Hakakzadeh M. Model framework for construction and development of sports venues with a combined design approach. Strategic Studies in Sport and Youth,. 1399;19:-. (Persian)
-Zhang, T. C., Gu, H., & Jahromi, M. F. (2019). What makes the sharing economy successful? An empirical examination of competitive customer value propositions. Computers in Human Behavior, 95, 275-283. doi:https://doi.org/10.1016/j.chb.2018.03.019.
_||_- Aaron C.T. Smith, B. S. (2015). Introduction to Sport Marketing (Sport Management Series).
- Agababaei, S., Nazari, M., & Haji Heydari, N. (2020). Designing and implementing a system that suggests managers about pricing based on customer value with topic modeling techniques and text mining. IT Management Studies, 9(33), -. doi:10.22054/ims.2020.12039.(Persian)
- Ahmadvand M R, Amiri N. A look at the human development index and Iran's position in the field of human development compared to other countries. ejipir. 2009;9(89):5-15. (Persian)
- Albadvi, A., & Teimourpour, B. (2020). Optimal allocation of short-term marketing resources with a life cycle customer value approach. Iranian Journal of Insurance Research, 35(2). (Persian)
- Amadi, M., Benar, N., Rostami, H. R. G., & Saeedi, F. (2019). The effect of customer knowledge management on fitness clubs customer lifetime value in Rasht. Journal of Sport Management and Development, 8(4), 177-189. Retrieved from https://www.magiran.com/paper/2099563. (Persian)
- Aslan, D., & Tolon, M. (2018). Comparing customer segmentation with CLV using data mining and statistics: A case study. İşletme Araştırmaları Dergisi, 10(4), 887-900.
- Buttle, F., & Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies.
- Castéran, H., Meyer-Waarden, L., Reinartz, W., Homburg, C., Klarmann, C., & Vomberg, A. (2017). Modeling customer lifetime value, retention, and churn. Retrieved from
- Cheng‐Hsui Chen, A. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, 10(7), 439-451. doi:10.1108/10610420110410559
- Fader, P. S., Hardie, B. G., & Lee, K. L. (2005). “Counting your customers” the easy way: An alternative to the Pareto/NBD model. Marketing science, 24(2), 275-284.
- Fox T, Stead S. Customer relationship management: Delivering the benefits. White Paper, CRM (UK) and SECOR Consulting, New Malden. 2001.
-haghighi, m., hazave hesar maskan, b., ashkani, m., & abasi, a. (2017). Implementation of Marketing Strategies Based on Customer Lifetime and Referral Value (Case Study:broadband Internet Service Industry). 23(64), 9-25. Retrieved from http://smr.journals.iau.ir/article_532384_bb7fe15168ffcf754dc2d763ae41548b.pdf. (Persian)
- Jasek, P., Vrana, L., Sperkova, L., Smutny, Z., & Kobulsky, M. (2019). Predictive performance of customer lifetime value models in e-commerce and the use of non-financial data. Prague Economic Papers, 28(6), 648-669.
- Karimi A. Presenting a model of the effect of socio-economic and cultural factors on students' tendency to public sports (Case study: students of Payame Noor University of Kermanshah). Socio-Cultural Changes. 2017;14(3):31-46. (Persian)
- Khajvand, M., Zolfaghar, K., Ashoori, S., & Alizadeh, S. (2011). Estimating customer lifetime value based on RFM analysis of customer purchase behavior: Case study. Procedia Computer Science, 3, 57-63. doi:https://doi.org/10.1016/j.procs.2010.12.011. (Persian)
- McCarthy, D. M., & Fader, P. S. (2018). Customer-Based Corporate Valuation for Publicly Traded Noncontractual Firms. Journal of Marketing Research, 55(5), 617-635. doi:10.1177/0022243718802843.
- Moeini, A., Behradmehr, N., Ahrari, M., & Khadem Shariat, S. (2013). Determining Valuation and Scoring Indicators for Customers in Banking Services Marketing: A Case Study of Two Iranian Banks. Business Quarterly, 16(64), 1-25. (Persian)
- Manafi F R, Nejad., R, Gohar, Rostami H, Purkiani M. The Impact of Infrastructural and Managerial Factors on the Development of Sports Participation in Iranian Public Universities. Research in Educational Sports. 2016;4(9):65-90. (in persian)
- Monalisa, S. (2018). Klasterisasi Customer Lifetime Value Dengan Model LRFM Menggunakan Algoritma K-Means. Jurnal Teknologi Informasi dan Ilmu Komputer (JTIIK), 5(2), 247-252.
- Manuel Luiz J, Fadal R. An economic analysis of sports performance in Africa. International Journal of Social Economics. 2011;38(10):869-83.
- Nazari, M., & Paundi, S. (2019). Pricing Strategies and Methods (Guide to Increasing Profitability. University of Tehran. (Persian)
- Rizvandi, A., Tojari, F., & Esmaili, M. R. (2018). Structural Model Test of Sport Club Managers Performance Based on Entrepreneurial Marketing. Applied Research in Sport Management, 6(3), 63-74. Retrieved from http://arsmb.journals.pnu.ac.ir/article_4386_c8910e1e42c355fdc88c8feeb8a84309.pdf. (Persian)
- Rusta, A., Venus, D., & Ebrahimi, A.H. (2010). Marketing management (Vol. 14th ed). Tehran: Samt Publication. (Persian)
- Saatchian, V., Safari, H. R., Rasooli, S. M., Eskandari, E., & Elahi, A. (2013). The relationship of service quality, customer satisfaction and loyalty with future intention for participation of fitness centers (Case study Rasht Township). Research in Sport Management & Motor Behavior, 3(5), 125-137. Retrieved from http://jrsm.khu.ac.ir/article-1-1765-en.html. (Persian)
- Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. Handbook of market research, 26(1), 1-40.
- Segarra-Moliner, J. R., & Moliner-Tena, M. Á. (2016). Customer equity and CLV in Spanish telecommunication services. Journal of Business Research, 69(10), 4694-4705. Retrieved from https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:10:p:4694-4705.
- Salimi SM, Hosseini M, & Taqvaee M. . Selection of optimal location for construction of outdoor sports venues using G. Sports Management Studies. 2012;16(9):37-62. (Persian)
- Turoff, M., & Linstone, H. A. (2002). The Delphi method-techniques and applications.
- Vazifeh Dan MM, Manouchehri Nejad M, & Hakakzadeh M. Model framework for construction and development of sports venues with a combined design approach. Strategic Studies in Sport and Youth,. 1399;19:-. (Persian)
-Zhang, T. C., Gu, H., & Jahromi, M. F. (2019). What makes the sharing economy successful? An empirical examination of competitive customer value propositions. Computers in Human Behavior, 95, 275-283. doi:https://doi.org/10.1016/j.chb.2018.03.019.