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شناسایی عوامل اثرگذار بر رفتار شکایتآمیز مشتریان در صنعت خدمات ورزشی | ||
مدیریت و توسعه ورزش | ||
مقاله 3، دوره 14، شماره 1 - شماره پیاپی 41، فروردین 1404، صفحه 49-70 اصل مقاله (607.44 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22124/jsmd.2024.25620.2842 | ||
نویسندگان | ||
احمد محمودی1؛ محمد قاسمی2؛ رضا امین زاده* 3؛ انعام عامر قاسم المجمعی4 | ||
1استادیار مدیریت ورزش، گروه مدیریت ورزش، دانشکدۀ علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران | ||
2دانشجوی دکتری مدیریت ورزش، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران. | ||
3استادیار گروه علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران | ||
4دانشجوی کارشناسیارشد مدیریت ورزش، دانشکده ادبیات و علوم انسانی، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران | ||
چکیده | ||
هدف: هدف پژوهش حاضر، شناسایی عوامل اثرگذار بر رفتار شکایت آمیز مشتریان در صنعت خدمات ورزشی بود. روششناسی: روش پژوهش از نوع کیفی و با رویکرد تحلیل مضمون (تماتیک) براون و کلارک (2006) و جامعه آماری پژوهش شامل متخصصان حوزه بازاریابی ورزشی گرایش مشتریمداری، مدیران باشگاههای سلامتی و تندرستی و استخرها و مشتریان استفادهکننده از خدمات این مراکز بود که به صورت هدفمند نمونهگیری شدند (27 نفر). ابزار پژوهش شامل مطالعه کتابخانهای نظاممند و مصاحبه اکتشافی نیمه ساختارمند بود که روایی و پایایی آن تأیید شد. یافتهها: طبق نتایج پژوهش عوامل اثرگذار بر رفتار شکایت آمیز مشتریان در صنعت خدمات ورزشی شامل 87 مفهوم، 8 مقوله فرعی و 3 مقوله اصلی شامل عناصر مربوط به مشتری (رفتارهای مشتری، رفتار مرتبط با خرید و اداراکات مشتری)؛ عناصر درون سازمانی (عملکرد سازمان، کارکنان سازمان و ارائه خدمات نامناسب) و عناصر فراسازمانی (اقتصادی و اجتماعی-فرهنگی) میباشند. نتیجهگیری: سازمانهای ورزشی با افزایش کیفیت خدمات ورزشی و شناسایی انتظارات، اداراکات و رفتار مشتریان در استفاده از خدمات ورزشی، از نارضایتی آنان جلوگیری خواهند کرد؛ با ایجاد یک سیستم مدیریت شکایت با کیفیت و دارای سازوکار مشخص و کانالهای دسترسی به شکایات، به همراه آموزش و توانمندسازی کارکنان، سریعا از مشکلات مشتریان آگاه می شوند ؛ با اقدامات دارای فرایندها و رویههای شفاف و مطابق دیدگاه مشتریان، به حل مشکلات میپردازد؛ و با پاسخدهی محترمانه و رسیدگی به شکایات، باعث افزایش نرخ حفظ مشتری می شوند و به بهبود جریان سودآوری سازمان کمک مینمایند. | ||
کلیدواژهها | ||
خدمات ورزشی؛ مدیریت شکایت؛ نارضایتی مشتری | ||
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