ارتباط برند کارفرما و مزیت رقابتی با نقش میانجی کیفیت خدمات در باشگاه های ورزشی
محورهای موضوعی :
مدیریت دانش
مظفر یکتایار
1
(دانشیارگروه مدیریت ورزشی، واحد سنندج ، دانشگاه آزاد اسلامی ، سنندج، ایران)
مژگان خدامرادپور
2
(استادیار گروه مدیریت ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج ، ایران)
سامان احمدی
3
(دانشجوی دکتری گروه مدیریت ورزشی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج ، ایران)
تاریخ دریافت : 1400/08/25
تاریخ پذیرش : 1400/10/14
تاریخ انتشار : 1401/03/01
کلید واژه:
مزیت رقابتی,
کیفیت خدمات,
برند کارفرما,
چکیده مقاله :
پژوهش حاضر باهدف بررسی ارتباط بین برند کارفرما با مزیت رقابتی با نقش میانجی کیفیت خدمات در باشگاه های ورزشی دولتی و خصوصی شهر سنندج انجام گرفت. این پژوهش از نوع مطالعات توصیفی-همبستگی بود. جامعه آماری این پژوهش شامل کلیه کارکنان باشگاه‌های ورزشی خصوصی و دولتی شهرستان سنندج بود که با استفاده از فرمول تعیین حجم نمونه مورگان تعداد 202 نفر به روش نمونه گیری در دسترس انتخاب شدند. جهت گردآوری داده‌ها از پرسش نامه مزیت رقابتی لی (2006)، برند کارفرمای برتون و همکاران (2005) و کیفیت خدمات لیو (2008) استفاده شد. تحلیل های آماری با استفاده از نرم افزارهای اس پی اس اس و اسمارت پی ال اس در دو سطح توصیفی و استنباطی با (05/0≥p) انجام گرفت. نتایج نشان داد بین مؤلفه‌های برند کارفرما با مزیت رقابتی رابطه (0.797 r =) معناداری وجود دارد، ضمناً متغیر کیفیت خدمات در ارتباط بین برند کارفرما و مزیت رقابتی به عنوان متغییر میانجی نقش معناداری داشت (05/0≥P). همچنین بین کیفیت خدمات باشگاه های ورزشی دولتی و خصوصی شهر سنندج اختلاف معناداری وجود دارد نشان داد که بین برند کارفرما با مزیت رقابتی ارتباط معناداری وجود دارد.
چکیده انگلیسی:
The aim of this study was to investigate the relationship between employer brand and competitive advantage with the mediating role of service quality in public and private sports clubs in Sanandaj. This research is a descriptive-correlational study. The statistical population of this study consisted of all employees of private and public sports clubs in Sanandaj that 202 people were selected by simple random sampling method using Morgan sample size determination formula. Lee's Competitive Advantage Questionnaire (2006), Employer Brand Burton et al. (2005) and Liu Service Quality (2008) were used to collect data. Statistical analyzes were performed using SPSS and Amos software version 23 at both descriptive and inferential levels (p≥0.05). The results showed that there is a significant relationship between the components of the employer brand and competitive advantage. Also, there is a significant difference between the quality of services of public and private sports clubs in Sanandaj, which showed that there is a significant relationship between the employer brand and competitive advantage.
منابع و مأخذ:
Abdollahi, S., Khani Zadeh, S., Abdollahi, M. (2019). Impact of Sports Event Services Quality Features on Happiness and Loyalty of Athletes in 14th Sports Olympiad for University Students in Iran with Mediation of Satisfaction. Sport Management Studies, 11(56), 245-268. doi: 10.22089/smrj.2019.6968.2460
Alizadeh Far, Z. (2015). The Relationship between Employer Brand Perception and Employee Job Attitudes, M.Sc. Thesis, Allameh Tabatabaei University, Tehran, Iran.
Ambler ، & Barrow ،S. (1996). The employer brand ،Journal of Brand Management ،206-185,4.
Amjadi, F., Yektayar, M., Khodamoradpoor, M. (2020). Presentation of structural equations modeling of the impact of service quality and perceived value on mouth to mouth advertisings of customers in the sport clubs. Journal of Sport Management and Motor Behavior, 16(31), -. doi: 10.22080/jsmb.2020.9600.2292
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International journal of advertising, 24(2), 151-172.
Beyrami Igder, J., Akbari Yazdi, H., Elahi, A. (2019). The Mediating Role of Perceived Value in the Relationship of Customer Knowledge with Customer Loyalty and Competitive Advantage in Premier League Football Clubs. Journal of Sport Management, 11(3), 581-596. doi: 10.22059/jsm.2019.244094.1953
Dabirian ,A. ( 2021) "Employer Branding: Psychological Contract Between Employer and Employees in the IT Industry," in IT Professional, vol. 23, no. 5, pp. 12-16, 1 , doi: 10.1109/MITP.2021.3105251
Douglas Brown, G. (2013). The human nature of organizations, translated by Dr. Mohammad Hossein Latifi, Tehran: Samat Publications, first edition.
Edwards ، R. (2009). An integrative review of employer branding and OB theory. Personnel Review 39,23-5.
Forghani Ozrudi, M. (2015). Relationship between privatization and productivity gymnasium view directors and heads of delegations. Sport Management Studies, 7(33), 83-98.
Ghoshal, S. (2005). Bad management theories are destroying good management practices. Academy of Management learning & education, 4(1), 75-91.
Hajipour, B., Momeni, M. (2009). Recognizing Resource-Based Approach to Organizational Resources and Constant Competitive Advantage (Case Study: Saran Manufacturing Co.). Strategic Management Thought, 3(1), 77-102. doi: 10.30497/smt.2009.124
Hosseini, S., Roz Bahane, D. (2011). Developing Porter`S Pattern of Competitive Advantage and its Application in Petroleum Industry of Iran. Journal of Strategic Management Studies, 2(5), 63-82.
Knox ، & Freeman ،C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management 22- 695,716.
Kolle, S. (2011). Alignment of Internally and Externally Aimed Employer Branding Effort; A Case Study of the Novo Nordisk Employer Branding Programmed ‘life Changing Caareers, Bachelor Thesis.
Li, S., Ragu-Nathan, B., Ragu-Nathan, T.S., and Rao, S.S. (2006), “The impact of supply chain management practices on competitive advantage and organizational performance”, Omega, 33, pp. 107-124.
Liu, Y. (2008). "An Analysis Service Quality, Customer Satisfaction and Customer Loyalty of Commercial Swim Clubs in Taiwan". PhD dissertation. The United States Sports Academy. Pp: 95-104, 125-126
Minchington, B. (2010). Employer brand leadership: A global perspective. Collective Learning Australia.
Mummy, A. (2014). Investigating the Impact of Relationship Capital on Competitive Advantage, M.Sc. Thesis, Islamic Azad University, Central Tehran Branch, Tehran, Iran.
Pérez-López, R. J., Olguín Tiznado, J. E., Magaña, M., Wilson, C. C., López
Barreras, J. A., & García-Alcaraz, J. L. (2019). Information sharing with ICT in
production systems and operational performance. Journal of Administrative Science, 11(36), 7-18.
Pish Bahareh U F. (2016). Employer Brand, Source of Competitive Advantage for Talent Acquisition, First International Conference on New Research in Management Studies, Shiraz, https://civilica.com/doc/573087
Razini, E., Rasti, M. (2015). Assessing the Competitiveness of Copper Industry (A Case Study of National Iranian Copper Company). Iranian Journal of Trade Studies, 19(76), 51-82.
Santiago J, K. (2020). Integrating knowledge and employer brand management: A conceptual model. Online Journal of Applied Knowledge Management. 8 (1),63-84
Sartain, L., & Schumann, M. (2006). Brand from the inside: Eight essentials to emotionally connect your employees to your business. John Wiley & Sons.
Schults,A.E(2010).The role of learning and development in employer brand practices.desseration of Doctor of Education, in the University of Pennsylvania.
Shahmirzaei, A. (2010). Competitive advantage, a way to penetrate the market, the site of the network of Iranian technology analysts.
Stacey, Ralph. (2004). Strategic Thinking and Transformation Management,Translated by Mostafa Jafari and Kazemi Movahed Mahziar, Rasa Publications, Tehran, Second Edition.
_||_
Abdollahi, S., Khani Zadeh, S., Abdollahi, M. (2019). Impact of Sports Event Services Quality Features on Happiness and Loyalty of Athletes in 14th Sports Olympiad for University Students in Iran with Mediation of Satisfaction. Sport Management Studies, 11(56), 245-268. doi: 10.22089/smrj.2019.6968.2460
Alizadeh Far, Z. (2015). The Relationship between Employer Brand Perception and Employee Job Attitudes, M.Sc. Thesis, Allameh Tabatabaei University, Tehran, Iran.
Ambler ، & Barrow ،S. (1996). The employer brand ،Journal of Brand Management ،206-185,4.
Amjadi, F., Yektayar, M., Khodamoradpoor, M. (2020). Presentation of structural equations modeling of the impact of service quality and perceived value on mouth to mouth advertisings of customers in the sport clubs. Journal of Sport Management and Motor Behavior, 16(31), -. doi: 10.22080/jsmb.2020.9600.2292
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International journal of advertising, 24(2), 151-172.
Beyrami Igder, J., Akbari Yazdi, H., Elahi, A. (2019). The Mediating Role of Perceived Value in the Relationship of Customer Knowledge with Customer Loyalty and Competitive Advantage in Premier League Football Clubs. Journal of Sport Management, 11(3), 581-596. doi: 10.22059/jsm.2019.244094.1953
Dabirian ,A. ( 2021) "Employer Branding: Psychological Contract Between Employer and Employees in the IT Industry," in IT Professional, vol. 23, no. 5, pp. 12-16, 1 , doi: 10.1109/MITP.2021.3105251
Douglas Brown, G. (2013). The human nature of organizations, translated by Dr. Mohammad Hossein Latifi, Tehran: Samat Publications, first edition.
Edwards ، R. (2009). An integrative review of employer branding and OB theory. Personnel Review 39,23-5.
Forghani Ozrudi, M. (2015). Relationship between privatization and productivity gymnasium view directors and heads of delegations. Sport Management Studies, 7(33), 83-98.
Ghoshal, S. (2005). Bad management theories are destroying good management practices. Academy of Management learning & education, 4(1), 75-91.
Hajipour, B., Momeni, M. (2009). Recognizing Resource-Based Approach to Organizational Resources and Constant Competitive Advantage (Case Study: Saran Manufacturing Co.). Strategic Management Thought, 3(1), 77-102. doi: 10.30497/smt.2009.124
Hosseini, S., Roz Bahane, D. (2011). Developing Porter`S Pattern of Competitive Advantage and its Application in Petroleum Industry of Iran. Journal of Strategic Management Studies, 2(5), 63-82.
Knox ، & Freeman ،C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management 22- 695,716.
Kolle, S. (2011). Alignment of Internally and Externally Aimed Employer Branding Effort; A Case Study of the Novo Nordisk Employer Branding Programmed ‘life Changing Caareers, Bachelor Thesis.
Li, S., Ragu-Nathan, B., Ragu-Nathan, T.S., and Rao, S.S. (2006), “The impact of supply chain management practices on competitive advantage and organizational performance”, Omega, 33, pp. 107-124.
Liu, Y. (2008). "An Analysis Service Quality, Customer Satisfaction and Customer Loyalty of Commercial Swim Clubs in Taiwan". PhD dissertation. The United States Sports Academy. Pp: 95-104, 125-126
Minchington, B. (2010). Employer brand leadership: A global perspective. Collective Learning Australia.
Mummy, A. (2014). Investigating the Impact of Relationship Capital on Competitive Advantage, M.Sc. Thesis, Islamic Azad University, Central Tehran Branch, Tehran, Iran.
Pérez-López, R. J., Olguín Tiznado, J. E., Magaña, M., Wilson, C. C., López
Barreras, J. A., & García-Alcaraz, J. L. (2019). Information sharing with ICT in
production systems and operational performance. Journal of Administrative Science, 11(36), 7-18.
Pish Bahareh U F. (2016). Employer Brand, Source of Competitive Advantage for Talent Acquisition, First International Conference on New Research in Management Studies, Shiraz, https://civilica.com/doc/573087
Razini, E., Rasti, M. (2015). Assessing the Competitiveness of Copper Industry (A Case Study of National Iranian Copper Company). Iranian Journal of Trade Studies, 19(76), 51-82.
Santiago J, K. (2020). Integrating knowledge and employer brand management: A conceptual model. Online Journal of Applied Knowledge Management. 8 (1),63-84
Sartain, L., & Schumann, M. (2006). Brand from the inside: Eight essentials to emotionally connect your employees to your business. John Wiley & Sons.
Schults,A.E(2010).The role of learning and development in employer brand practices.desseration of Doctor of Education, in the University of Pennsylvania.
Shahmirzaei, A. (2010). Competitive advantage, a way to penetrate the market, the site of the network of Iranian technology analysts.
Stacey, Ralph. (2004). Strategic Thinking and Transformation Management,Translated by Mostafa Jafari and Kazemi Movahed Mahziar, Rasa Publications, Tehran, Second Edition.
