Document Type : Research Paper
Authors
1
PhD student in Sports Management, Kerman Branch, Islamic Azad University, Kerman, Iran
2
Assistant Professor of Sports Management, Valiasr University of Rafsanjan, Rafsanjan, Ira
3
Assistant Professor Kerman Branch, Islamic Azad University, Kerman, Iran
10.22084/smms.2023.26416.3089
Abstract
The present study was designed and implemented with the aim of developing a model for commercialization and marketing of sports club services. In terms of applied purpose, the present study was descriptive-survey in terms of data collection method and based on the research approach. The statistical population of the present study in the qualitative section includes professors who have done research in the field of sports marketing (books, translations, research projects, conference and research articles and at least two cases) as well as managers of sports clubs. Also, the statistical population in the quantitative part of the research includes all managers and members of the board of directors of the country's football sports clubs in League 1, 2 and Premier League (312 people). KMO test index measures the adequacy of sampling and a value of 0.81 was obtained for this test. The tools of the present study included semi-structured interviews and a questionnaire (35 items and 8 components in Likert type). Open, axial and selective coding was used to examine the data of the qualitative part and structural equation modeling method was used in the quantitative part. The whole process of analysis of the present research data was performed in SPSS software version 24 and Smart PLS version 2.The results of the present study showed that customer knowledge, marketing mix, branding, social network, website, human resources, club services and finance are among the components of commercialization and marketing of Iranian sports club services (t value more than 96 / 1).
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