relationship between marketing capabilities and improving the performance of private sports clubs through the variable of social capital
Poster Presentation
Paper ID : 1551-SSRC
Authors
Manouchehr tatari, Associate Professor of Sport Management, Payame Noor University, Tehran, Iran Orcid: 0000-0003-4075-3851 منوچهر ططری، دانشیار مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران
Abstract
Objective: To determine the relationship between marketing capabilities and improving the performance of private sports clubs through the variable of social capital
Methodology: This applied, descriptive, survey research was carried out in the field in 1401. The statistical population of the current research included managers, employees and coaches of private sports clubs in Lorestan province equal to 4381 people (the number of clubs is 142 clubs). Using random cluster sampling, 6 cities with 60 clubs were selected, then 52 clubs were selected as the final sample using Morgan's table, and 351 people were selected as the final sample. Information was collected through library sources, internet studies from reliable sources and questionnaire tools. To measure financial performance, use the Performance Management Questionnaire of Yuan et al. (2006), to measure the marketing capabilities of Teodosio et al. and Ghoshal was used to measure social capital. In the descriptive statistics section, demographic information was first described with the help of tables and graphs through Excel software. With the help of SPSS25 software, the descriptive statistics of the variables, including mean, variance, standard deviation, etc., were calculated and expressed. Pearson's correlation coefficient and regression were used to test the hypotheses due to the normality of the data.
Results: There is a positive and significant relationship between the variables of marketing ability and improving the performance of clubs, and the relationship between each of the variables of marketing ability and improving the performance of clubs with the mediating variable of social capital was reported to be positive and significant.
Conclusion: It is suggested that various seminars with social issues be held for individuals and in general to inform them about the importance of strengthening the components of social capital and its benefits, the management of sports clubs, added values for services and It has created sports goods to witness the improvement of the club's performance, and finally, to improve the sports performance, family and cultural values, which are subcategories of social capital, should be considered and respected in the clubs
Methodology: This applied, descriptive, survey research was carried out in the field in 1401. The statistical population of the current research included managers, employees and coaches of private sports clubs in Lorestan province equal to 4381 people (the number of clubs is 142 clubs). Using random cluster sampling, 6 cities with 60 clubs were selected, then 52 clubs were selected as the final sample using Morgan's table, and 351 people were selected as the final sample. Information was collected through library sources, internet studies from reliable sources and questionnaire tools. To measure financial performance, use the Performance Management Questionnaire of Yuan et al. (2006), to measure the marketing capabilities of Teodosio et al. and Ghoshal was used to measure social capital. In the descriptive statistics section, demographic information was first described with the help of tables and graphs through Excel software. With the help of SPSS25 software, the descriptive statistics of the variables, including mean, variance, standard deviation, etc., were calculated and expressed. Pearson's correlation coefficient and regression were used to test the hypotheses due to the normality of the data.
Results: There is a positive and significant relationship between the variables of marketing ability and improving the performance of clubs, and the relationship between each of the variables of marketing ability and improving the performance of clubs with the mediating variable of social capital was reported to be positive and significant.
Conclusion: It is suggested that various seminars with social issues be held for individuals and in general to inform them about the importance of strengthening the components of social capital and its benefits, the management of sports clubs, added values for services and It has created sports goods to witness the improvement of the club's performance, and finally, to improve the sports performance, family and cultural values, which are subcategories of social capital, should be considered and respected in the clubs
Keywords