Structural Equation Modeling of the Impact of Marketing Mix on Satisfaction and Re-attendance of Professional Football Clubs fans
Poster Presentation
Paper ID : 1803-12THCONG (R1)
Authors
1Assistant Professor of Sports Management, Adib Mazandaran Institute of Higher Education
2Faculty member of the Department of Physical Education, Adib Mazandaran Institute of Higher Education
3Master of Sports Management, Adib Mazandaran Institute of Higher Education
Abstract
Background & Goal: Marketing mix is a series of marketing tools that are used to achieve marketing goals in the target market.The main purpose of the presnt study was Structural Equation Modeling of the Impact of Marketing Mix on Satisfaction and Re-attendance of Professional Football Clubs fans (Case Study: Mazandaran Nasaji Club).
Methodology: The research method is correlation and is practical in terms of purpose. The statistical population of the study included all the fans of one of the home games of Mazandaran nasaji football team in the 2019-2020 season who prepared tickets and went to the stadium.To calculate the sample size in this study, the Cochran's formula for unlimited communities has been used. Therefore the sample size is equal to 384. The Data collection tools of this research was Extracted from research background. In order to determine the validity of the questionnaire, the points of view and suggestions of sport management professors, researchers and experts has been used. The reliability of the questionnaires was confirmed by Cronbach's alpha test. In this research, the results and informations obtained in two descriptive and inferential sections were reviewed. In the descriptive section, statistical characteristics such as frequency, mean, median, mode and standard deviation has been used.In the inferential section and in order to normal distribution of datas, (K-S) test was used. Also the structural equation modeling test has been used to check the research hypotheses.
Results: The results of recent study showed that the marketing mix have an effect on the re-attendance of fans (T= 12/14) and have an effect on fans satisfaction (T= 13/74). Therefore, it can be said that the elements of marketing mix have an impact on the satisfaction and re-attendance of fans of professional football clubs.
Conclusion: Given that fans as the main customers of the sports arena can provide the necessary conditions for the prosperity of the sports industry in the country, the results of this research can be used to create a marketing program based on marketing mix elements and the satisfaction and loyalty of sport teams fans and increase their re-attendance to the stadium.
Methodology: The research method is correlation and is practical in terms of purpose. The statistical population of the study included all the fans of one of the home games of Mazandaran nasaji football team in the 2019-2020 season who prepared tickets and went to the stadium.To calculate the sample size in this study, the Cochran's formula for unlimited communities has been used. Therefore the sample size is equal to 384. The Data collection tools of this research was Extracted from research background. In order to determine the validity of the questionnaire, the points of view and suggestions of sport management professors, researchers and experts has been used. The reliability of the questionnaires was confirmed by Cronbach's alpha test. In this research, the results and informations obtained in two descriptive and inferential sections were reviewed. In the descriptive section, statistical characteristics such as frequency, mean, median, mode and standard deviation has been used.In the inferential section and in order to normal distribution of datas, (K-S) test was used. Also the structural equation modeling test has been used to check the research hypotheses.
Results: The results of recent study showed that the marketing mix have an effect on the re-attendance of fans (T= 12/14) and have an effect on fans satisfaction (T= 13/74). Therefore, it can be said that the elements of marketing mix have an impact on the satisfaction and re-attendance of fans of professional football clubs.
Conclusion: Given that fans as the main customers of the sports arena can provide the necessary conditions for the prosperity of the sports industry in the country, the results of this research can be used to create a marketing program based on marketing mix elements and the satisfaction and loyalty of sport teams fans and increase their re-attendance to the stadium.
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