آمار

تعداد نشریات30
تعداد شماره‌ها426
تعداد مقالات3,748
تعداد مشاهده مقاله5,888,951
تعداد دریافت فایل اصل مقاله4,081,374
Isazadeh, Hasan, Honari, Habib, Emadi, Mahdi. (1403). The Relationship Between Internal Marketing and Attracting Customers with Regard to the Mediating Role of Service Quality in I.R.I. Police Sport Clubs. سامانه مدیریت نشریات علمی, 6(1), 1-11. doi: 10.22098/rsmm.2024.14711.1326
Hasan Isazadeh; Habib Honari; Mahdi Emadi. "The Relationship Between Internal Marketing and Attracting Customers with Regard to the Mediating Role of Service Quality in I.R.I. Police Sport Clubs". سامانه مدیریت نشریات علمی, 6, 1, 1403, 1-11. doi: 10.22098/rsmm.2024.14711.1326
Isazadeh, Hasan, Honari, Habib, Emadi, Mahdi. (1403). 'The Relationship Between Internal Marketing and Attracting Customers with Regard to the Mediating Role of Service Quality in I.R.I. Police Sport Clubs', سامانه مدیریت نشریات علمی, 6(1), pp. 1-11. doi: 10.22098/rsmm.2024.14711.1326
Isazadeh, Hasan, Honari, Habib, Emadi, Mahdi. The Relationship Between Internal Marketing and Attracting Customers with Regard to the Mediating Role of Service Quality in I.R.I. Police Sport Clubs. سامانه مدیریت نشریات علمی, 1403; 6(1): 1-11. doi: 10.22098/rsmm.2024.14711.1326

The Relationship Between Internal Marketing and Attracting Customers with Regard to the Mediating Role of Service Quality in I.R.I. Police Sport Clubs

Research in Sport Management and Marketing
مقاله 1، دوره 6، شماره 1، 2025، صفحه 1-11    اصل مقاله (858.45 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2024.14711.1326
نویسندگان
Hasan Isazadeh* 1؛ Habib Honari2؛ Mahdi Emadi3
1Ph.D of Sport Management Allameh Tabataba’i University, Tehran, Iran
2Professor of Sport Management, Allameh Tabataba’i University, Tehran, Iran
3Assistant Professor of Sports Management, Islamic Azad University, Science and Research Branch
چکیده
Purpose : This study aims to investigate the relationship between internal marketing and attracting customers, considering the mediating role of the service quality of I.R.I. Police sport clubs.
Methods : This study is of a descriptive-correlational research type and the statistical population includes the managers of I.R.I. Police sport clubs in Tehran province. The statistical sample was randomly selected using a stratified random sampling method (n = 131). The measurement tools included Internal Marketing questionnaires (Mooney & Forman, 1995), with a reliability of 0.79, Service Quality (Parasurmon et al., 1985) with a reliability of 0.81, and Customer Acquisition and Retention (Gibb, 2005) with a reliability of 0.77. Using the inferential statistical method and structural equation modeling, the effects of the observed variables on the underlying variables were investigated.
Results : The results showed that internal marketing has an effect on attracting sport clubs' customers (β = 0.96; P-Value = 32.46). Internal marketing has an effect on attracting customers (β = 0.75; P-Value = 32.46). Also, service quality has an effect on attracting customers (β = 0.81; P-Value = 21.12).
Conclusion : The current research has tried to examine the relationship between internal marketing and attracting customers, considering the mediating role of service quality. Although a lot of research has been done on the relationship between internal marketing and attracting customers, the mediating role of service quality in sport clubs covered by I.R.I. Police has not been done so far. Sport clubs' officials are the primary beneficiaries of this research. Managers of clubs and sport venues can also use the basics of internal marketing to increase the quality of club services, the willingness of customers to return and make customers loyal, and take advantage of the benefits of a loyal customer for their collection.
کلیدواژه‌ها
Internal marketing؛ Sport clubs؛ Service quality؛ Customer attraction
مراجع
  1. Abbasi, B. and D. Gholveysi (2018). "Investigating the effect of internal marketing on customer satisfaction by considering the mediating role of employees' mutual goal compatibility (case study: Zanjan Regional Electric Company)." New research approaches in management and accounting 2: 51-70.
  2. Abazari, M., et al. (2011). "The effect of internal marketing on organizational commitment from market-orientation viewpoint in hotel industry in Iran." 3(1): 147.
  3. Ahmadi, S., et al. (2016). Investigating the impact of internal marketing on customer satisfaction. World Conference on Management, Economics, Accounting and Humanities at the beginning of the third millennium, Shiraz.
  4. Ahmadian, D. and S. Saebnia (2019). "Investigating the effect of internal marketing on service quality in Saipa Automotive Group." Journal of new research approaches in management and accounting 12(2): 48-58.
  5. Almohaimmeed, B. J. S. J. o. M. (2019). "Pillars of customer retention: An empirical study on the influence of customer satisfaction, customer loyalty, customer profitability on customer retention." 14(2): 421-435.
  6. Awan, H. M., et al. (2015). "Internal marketing and customer loyalty: A dyadic analysis." 8(02): 216.
  7. Barzoki, A. S., et al. (2013). "Study the relationship of internal marketing with job satisfaction, organizational commitment and organizational citizenship behavior." 3(3): 33.
  8. Beygi, H. and A. Sheykhan (2013). Investigating the impact of service quality on attracting and attracting customers (case study: Ilam Cement Factory). The second national conference of modern management sciences, Gorgan, Gorgan.
  9. De Bruin, L., et al. (2021). "Internal marketing, service quality and perceived customer satisfaction: An Islamic banking perspective." 12(1): 199-224.
  10. Deepak, R. K. A. and S. Jeyakumar (2019). Marketing management, Educreation Publishing.
  11. Faryabi, M., et al. (2019). "Effect of market orientation and international experience on export performance with the mediating role of international marketing strategy." 2(1): 23-44.
  12. Habibi, A. and M. Adanvar (2017). Structural equation modeling. Tehran, Jahad Daneshgahi Publishers.
  13. HassangholiPour, T., et al. (2011). "The effect of internal marketing on market orientation with mediating variables of organizational commitment and organizational citizenship behavior in financial companies: a case study of Bank Mellat, Tehran." Modern marketing research 2(1): 25-45.
  14. Huang, Y.-T. J. J. o. R. M. (2020). "Internal marketing and internal customer: A review, reconceptualization, and extension." 19(3): 165-181.
  15. Juwaini, A., et al. (2022). "The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty." 6(2): 477-486.
  16. Kaplan, R. S. and D. P. Norton (2004). Strategy maps: Converting intangible assets into tangible outcomes, Harvard Business Press.
  17. Kazemi, N., et al. (2015). Investigating the effect of internal marketing and customer perception of service quality on customer satisfaction of travel service offices in Tehran. the second national conference of management sciences and planning, education and standardization of Iran, Tehran.
  18. Khadka, K. and S. J. C. U. O. A. S. P. Maharjan (2017). "Customer satisfaction and customer loyalty." 1(10): 58-64.
  19. Khairawati, S. J. I. J. O. R. I. B. and S. Science (2020). "Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty." 9(1): 15-23.
  20. Khan, R. U., et al. (2022). "The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction." 21(1): 1-26.
  21. Kolatehseyfari, M., et al. (2019). "Determining the relationship between internal marketing and service quality in the General Department of Sports and Youth of Golestan province." Journal of Sports Management and Movement Behavior 15(29): 28-19.
  22. Kottler, P. and K. L. J. J. E. Keller (2009). "Marketing management."
  23. Kumar, A. and N. Meenakshi (2011). Marketing management, Vikas Publishing House.
  24. Park, S. (2020). Marketing management, Seohee Academy.
  25. Pashahi, M. and G. Norouzi (2016). The impact of internal marketing on customer orientation in the banking industry. The 7th international accounting and management conference and the 4th entrepreneurship and open innovation conference, Tehran.
  26. Qiu, J., et al. (2022). "Internal marketing: A systematic review." 30(1): 53-67.
  27. Saeid, R., et al. (2015). "Relationship between service quality and customer satisfaction and loyalty of women's clubs in Mazandaran province." Journal of Sports Management and Movement Behavior 11(22): 29-38.
  28. Safari, A. and F. Raid (2014). "Investigating the effect of internal marketing on service quality considering the mediating role of citizenship behaviors and organizational commitment." The Journal of Improvement and Transformation Management Studies 23(76): 81-116.
  29. Salimi, Y., et al. (2013). Investigating the impact of internal marketing on organizational trust and commitment): A case study of Ardabil hospitals (The second national accounting and financial management conference, Tehran.
  30. Shafaei, M. and M. Ghayour (2021). "Investigating the impact of customer orientation on attracting customers by considering the role of service quality in the banking system." Contemporary researches in science and research 3(29): 56-62.
  31. Smith, A. C. and B. Stewart (2014). Introduction to sport marketing, Routledge.
  32. Sudari, S., et al. (2019). "Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products." 9(9): 1385-1396.
  33. Tsiotsou, R. H. J. T. S. I. J. (2010). "Delineating the effect of market orientation on services performance: a component-wise approach." 30(3): 375-403.
  34. Yaghobi, H. and A. Nazari (2015). Investigating the effect of internal marketing and customer perception of service quality on customer satisfaction of travel service offices in Tehran, the second national conference of management sciences and planning, education and standardization of Iran, Tehran.
  35. Zhang, X. Y. P. T. Z. J. A. S. O. M., Shanghai Jiao Tong University, Shanghai, PR China (2019). "A comparative study on several national customer satisfaction indices (CSI)." P. 2.
آمار
تعداد مشاهده مقاله: 248
تعداد دریافت فایل اصل مقاله: 456


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب