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Services Provided by Professional Sports Clubs Impact on Relationship Quality

Yıl 2023, Cilt: 6 Sayı: 1-Cumhuriyet'in 100. Yılı Özel Sayısı, 1071 - 1082, 29.10.2023

Nurettin Göksu Çini Ebru Güzel Kuyucu Akın Çelik

https://doi.org/10.38021/asbid.1374700

Öz

The success of sport organizations depends to a large extent on attracting and maintaining a sufficient number of fans. Therefore, it is necessary to better understand the factors that facilitate the retention and increase in the number of fans. From this point of view, the purpose of this study is to examine the impact of actions related to services provided by professional sports clubs on relationship quality for fans. A total of 301 season ticket holders participated in the study. "Personal Information Form", "Season Ticket Holders Satisfaction Scale" and "Relationship Quality Scale" prepared by the researchers were used to collect data. In order to test the hypotheses of the study, a conceptual model was created and tested to explain the effect of services provided by sports organizations on relationship quality and fans' consumption intentions. SPSS 26 and Process Macro v.4.2 programs developed by Hayes (2019) were used to analyze the data. The analysis revealed that the services provided by sport organizations influence the strength and quality of fans' relationship with the club and that services, through relationship quality, have a significant impact on fan behavior.

Anahtar Kelimeler

Sports Services Relationship Quality Season Ticket Fan

Kaynakça

  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2010). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı (6. Baskı). Sakarya Yayıncılık.
  • Athanasopoulou, P. (2009). Relationship quality: A critical literature review and research agenda. European Journal of Marketing, 43(5/6), 583-610. https://doi.org/10.1108/03090560910946945
  • Brislin, R. W. (1980). Cross-cultural research methods. İçinde I. Altman, A. Rapoport ve J. F. Wohlwill (Eds.), Environment and Culture (ss. 47–82), Springer. https://doi.org/10.1007/978-1-4899-0451-5_3
  • Büyüköztürk, Ş. (2020). Sosyal bilimler için veri analizi el kitabı (28. Baskı). Pegem Akademi. https://doi.org/10.145279789756802748
  • Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming (3. Baskı). Routledge.
  • Bose, R. (2002). Customer relationship management: Key components for IT success. Industrial Management & Data Systems, 102(2), 89-97. https://doi.org/10.1108/02635570210419636
  • Cattell, R. B. (1978). The scientific use of factor analysis in behavioral and life sciences. Springer. https://doi.org/10.1007/978-1-4684-2262-7
  • Çini, N. G., Güzel Kuyucu, E. (2023). Sezonluk (kombine) bilet sahipleri memnuniyet ölçeği: Türkçe geçerlik ve güvenirlik çalışması [Baskıda].
  • Erkan, M. (2017). Türkiye'de spor endüstrisi ve spora katılım profilinin belirlenmesi. Doktora Tezi, Anadolu Üniversitesi, Sağlık Bilimleri Enstitüsü, Eskişehir.
  • Frow, P. E., ve Payne, A. F. (2009). Customer relationship management: A strategic perspective. Journal of Business Market Management, 3(1), 7–27. https://doi.org/10.1007/s12087-008-0035-8
  • Funk, D. C., Alexandris, K., ve McDonald, H. (2016). Sport consumer behaviour: Marketing strategies. Routledge.
  • Funk, D.C., ve James, J.D. (2001). The psychological continuum model: A conceptual framework for understanding an individual’s psychological connection to sport. Sport Management Review, 4(2), 119–150. https://doi.org/10.1016/S1441-3523(01)70072-1
  • Grönroos, C. (2007). Service Management and Marketing: Customer Management in Service Competition (3. Baskı). John Wiley and Sons Ltd.
  • Gürbüz, S. (2021). AMOS ile yapısal eşitlik modellemesi (2. Baskı). Seçkin Yayıncılık.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., ve Tatham, R. L. (2006). Multivariate Data Analysis. (6. Baskı). Prentice Hall.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., ve Sarstedt, M. (2022). Partial least squares structural equation modeling (PLS-SEM). Springer Nature. https://doi.org/10.1007/978-3-030-80519-7
  • Hu, L. T., ve Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
  • Huntley, J. K. (2006). Conceptualization and measurement of relationship quality: Linking relationship quality to actual sales and recommendation intention. Industrial marketing management, 35(6), 703-714. https://doi.org/10.1016/j.indmarman.2005.05.011
  • Kılıç, S. (2016). Cronbach’s alpha reliability coefficient. Journal of Mood Disorders, 6(1), 47. https://doi.org/10.5455/jmood.20160307122823
  • Kim, Y. K., ve Trail, G. (2011). A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach. Journal of Sport Management, 25(1), 57-69. https://doi.org/10.1123/jsm.25.1.57
  • Kim, Y.K., Trail, G. ve Ko, Y.J. (2011). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework. Journal of Sport Management, 25(6), 576-592. https://doi.org/10.1123/jsm.25.6.576
  • Kunkel, T., Funk, D., ve Hill, B. (2013). Brand architecture, drivers of consumer involvement, and brand loyalty with professional sport leagues and teams. Journal of Sport Management, 27(3), 177–192. https://doi.org/10.1123/jsm.27.3.177
  • Kunkel, T., Doyle, J. P., ve Funk, D. C. (2014). Exploring sport brand development strategies to strengthen consumer involvement with the product: The case of the Australian A-league. Sport Management Review, 17(4), 470–483. https://doi.org/10.1016/j.smr.2014.01.004
  • Lee, M. A., Kunkel, T., Funk, D. C., Karg, A., ve McDonald, H. (2020). Built to last: Relationship quality management for season ticket holders. European Sport Management Quarterly, 20(3), 364-384. https://doi.org/10.1080/16184742.2019.1613438
  • Liu, C., Guo, Y. M., ve Lee, C. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71–79. https://doi.org/10.1016/j.ijinfomgt.2010.05.008
  • MacKinnon, D. P., Fairchild, A. J., ve Fritz, M. S. (2007). Mediation analysis. Annual Review of Psychology, 58, 593-614.
  • Magnusen, M., Kim, J. W., ve Kim, Y. K. (2012). A relationship marketing catalyst: The salience of reciprocity to sport organization-sport consumer relationships. European Sport Management Quarterly, 12(5), 510–524. https://doi.org/10.1080/16184742.2012.729070
  • McDonald, H., Karg, A. J., ve Vocino, A. (2013). Measuring season ticket holder satisfaction: Rationale, scale development and longitudinal validation. Sport Management Review, 16(1), 41–53. https://doi.org/10.1016/j.smr.2012.05.003
  • Morgan, R. M., ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.2307/1252308
  • Mullin, B. J., Hardy, S., ve Sutton, W. (2014). Sport Marketing (4. Baskı). Champaign: Human Kinetics.
  • Theodorakis, N. D., Koustelios, A., Robinson, L., ve Barlas, A. (2009). Moderating role of team identification on the relationship between service quality and repurchase intentions among spectators of professional sports. Managing Service Quality: An International Journal, 19(4), 456–473. https://doi.org/10.1108/09604520910971557
  • Walsh, G., Hennig-Thurau, R., Sassenberg, K., ve Bornemann, D. (2010). Does relationship quality matter in e-services? A comparison of online and offline retailing. Journal of Retailing and Consumer Services, 17(2), 130–142. https://doi.org/10.1016/j.jretconser.2009.11.003
  • Wang, R. T., Ho, C. M., ve Zhang, J. J. (2012). Examining the Effects of Relationship Quality and Calculative Commitment on Sport Consumer Behaviors for Intercollegiate Athletics. Journal of Issues in Intercollegiate Athletics, 5, 301-328.
  • Zhang, Y., Fang, Y., Wei, K. K., Ramsey, E., McCole, P., ve Chen, H. (2011). Repurchase intention in B2C e-commerce—A relationship quality perspective. Information & Management, 48(6), 192–200. https://doi.org/10.1016/j.im.2011.05.003
  • Zhang, J. Z., Watson IV, G. F., Palmatier, R. W., ve Dant, R. P. (2016). Dynamic relationship marketing. Journal of Marketing, 80(5), 53–75. https://doi.org/10.1509/jm.15.0066

Profesyonel Spor Kulüpleri Tarafından Sağlanan Hizmetlerin İlişki Kalitesi Üzerindeki Etkisi

Yıl 2023, Cilt: 6 Sayı: 1-Cumhuriyet'in 100. Yılı Özel Sayısı, 1071 - 1082, 29.10.2023

Nurettin Göksu Çini Ebru Güzel Kuyucu Akın Çelik

https://doi.org/10.38021/asbid.1374700

Öz

Spor organizasyonlarının başarısı büyük ölçüde yeterli sayıda taraftar çekmeye ve bunu sürdürmeye bağlıdır. Bu yüzden taraftarların elde tutulması ve sayılarının arttırılmasını kolaylaştıran faktörlerin daha iyi anlaşılmasının gerekliliği ortaya çıkmaktadır. Bu noktadan hareketle çalışmanın amacı, profesyonel spor kulüpleri tarafından sağlanan hizmetlerle ilgili eylemlerin, taraftarlar açısından ilişki kalitesi üzerindeki etkisini incelemektir. Araştırmaya 301 sezonluk (kombine) bilet sahibi taraftar katılmıştır. Veri toplamak amacıyla araştırmacılar tarafından hazırlanan “Kişisel Bilgi Formu”, “Sezonluk (Kombine) Bilet Sahipleri Memnuniyet Ölçeği”, “İlişki Kalitesi Ölçeği” kullanılmıştır. Çalışmanın hipotezlerini test etmek amacıyla spor organizasyonları tarafından sağlanan hizmetlerin, ilişki kalitesi ve taraftarların tüketim niyetlerine olan etkisini açıklamak için kavramsal bir model oluşturulmuş ve test edilmiştir. Verilerin analizinde, SPSS 26 ve Hayes (2019) tarafından geliştirilen Process Macro v.4.2 programları kullanılmıştır. Analizler sonucunda spor organizasyonları tarafından sağlanan hizmetlerin, taraftarların kulüple olan ilişkilerinin gücü ve kalitesini etkilediği, aynı zamanda hizmetlerin, ilişki kalitesi aracılığıyla, taraftar davranışları üzerinde önemli bir etkiye sahip olduğu görülmüştür.

Anahtar Kelimeler

Spor Hizmetleri İlişki Kalitesi Sezonluk Bilet Taraftar

Kaynakça

  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2010). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı (6. Baskı). Sakarya Yayıncılık.
  • Athanasopoulou, P. (2009). Relationship quality: A critical literature review and research agenda. European Journal of Marketing, 43(5/6), 583-610. https://doi.org/10.1108/03090560910946945
  • Brislin, R. W. (1980). Cross-cultural research methods. İçinde I. Altman, A. Rapoport ve J. F. Wohlwill (Eds.), Environment and Culture (ss. 47–82), Springer. https://doi.org/10.1007/978-1-4899-0451-5_3
  • Büyüköztürk, Ş. (2020). Sosyal bilimler için veri analizi el kitabı (28. Baskı). Pegem Akademi. https://doi.org/10.145279789756802748
  • Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming (3. Baskı). Routledge.
  • Bose, R. (2002). Customer relationship management: Key components for IT success. Industrial Management & Data Systems, 102(2), 89-97. https://doi.org/10.1108/02635570210419636
  • Cattell, R. B. (1978). The scientific use of factor analysis in behavioral and life sciences. Springer. https://doi.org/10.1007/978-1-4684-2262-7
  • Çini, N. G., Güzel Kuyucu, E. (2023). Sezonluk (kombine) bilet sahipleri memnuniyet ölçeği: Türkçe geçerlik ve güvenirlik çalışması [Baskıda].
  • Erkan, M. (2017). Türkiye'de spor endüstrisi ve spora katılım profilinin belirlenmesi. Doktora Tezi, Anadolu Üniversitesi, Sağlık Bilimleri Enstitüsü, Eskişehir.
  • Frow, P. E., ve Payne, A. F. (2009). Customer relationship management: A strategic perspective. Journal of Business Market Management, 3(1), 7–27. https://doi.org/10.1007/s12087-008-0035-8
  • Funk, D. C., Alexandris, K., ve McDonald, H. (2016). Sport consumer behaviour: Marketing strategies. Routledge.
  • Funk, D.C., ve James, J.D. (2001). The psychological continuum model: A conceptual framework for understanding an individual’s psychological connection to sport. Sport Management Review, 4(2), 119–150. https://doi.org/10.1016/S1441-3523(01)70072-1
  • Grönroos, C. (2007). Service Management and Marketing: Customer Management in Service Competition (3. Baskı). John Wiley and Sons Ltd.
  • Gürbüz, S. (2021). AMOS ile yapısal eşitlik modellemesi (2. Baskı). Seçkin Yayıncılık.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., ve Tatham, R. L. (2006). Multivariate Data Analysis. (6. Baskı). Prentice Hall.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., ve Sarstedt, M. (2022). Partial least squares structural equation modeling (PLS-SEM). Springer Nature. https://doi.org/10.1007/978-3-030-80519-7
  • Hu, L. T., ve Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
  • Huntley, J. K. (2006). Conceptualization and measurement of relationship quality: Linking relationship quality to actual sales and recommendation intention. Industrial marketing management, 35(6), 703-714. https://doi.org/10.1016/j.indmarman.2005.05.011
  • Kılıç, S. (2016). Cronbach’s alpha reliability coefficient. Journal of Mood Disorders, 6(1), 47. https://doi.org/10.5455/jmood.20160307122823
  • Kim, Y. K., ve Trail, G. (2011). A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach. Journal of Sport Management, 25(1), 57-69. https://doi.org/10.1123/jsm.25.1.57
  • Kim, Y.K., Trail, G. ve Ko, Y.J. (2011). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework. Journal of Sport Management, 25(6), 576-592. https://doi.org/10.1123/jsm.25.6.576
  • Kunkel, T., Funk, D., ve Hill, B. (2013). Brand architecture, drivers of consumer involvement, and brand loyalty with professional sport leagues and teams. Journal of Sport Management, 27(3), 177–192. https://doi.org/10.1123/jsm.27.3.177
  • Kunkel, T., Doyle, J. P., ve Funk, D. C. (2014). Exploring sport brand development strategies to strengthen consumer involvement with the product: The case of the Australian A-league. Sport Management Review, 17(4), 470–483. https://doi.org/10.1016/j.smr.2014.01.004
  • Lee, M. A., Kunkel, T., Funk, D. C., Karg, A., ve McDonald, H. (2020). Built to last: Relationship quality management for season ticket holders. European Sport Management Quarterly, 20(3), 364-384. https://doi.org/10.1080/16184742.2019.1613438
  • Liu, C., Guo, Y. M., ve Lee, C. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71–79. https://doi.org/10.1016/j.ijinfomgt.2010.05.008
  • MacKinnon, D. P., Fairchild, A. J., ve Fritz, M. S. (2007). Mediation analysis. Annual Review of Psychology, 58, 593-614.
  • Magnusen, M., Kim, J. W., ve Kim, Y. K. (2012). A relationship marketing catalyst: The salience of reciprocity to sport organization-sport consumer relationships. European Sport Management Quarterly, 12(5), 510–524. https://doi.org/10.1080/16184742.2012.729070
  • McDonald, H., Karg, A. J., ve Vocino, A. (2013). Measuring season ticket holder satisfaction: Rationale, scale development and longitudinal validation. Sport Management Review, 16(1), 41–53. https://doi.org/10.1016/j.smr.2012.05.003
  • Morgan, R. M., ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.2307/1252308
  • Mullin, B. J., Hardy, S., ve Sutton, W. (2014). Sport Marketing (4. Baskı). Champaign: Human Kinetics.
  • Theodorakis, N. D., Koustelios, A., Robinson, L., ve Barlas, A. (2009). Moderating role of team identification on the relationship between service quality and repurchase intentions among spectators of professional sports. Managing Service Quality: An International Journal, 19(4), 456–473. https://doi.org/10.1108/09604520910971557
  • Walsh, G., Hennig-Thurau, R., Sassenberg, K., ve Bornemann, D. (2010). Does relationship quality matter in e-services? A comparison of online and offline retailing. Journal of Retailing and Consumer Services, 17(2), 130–142. https://doi.org/10.1016/j.jretconser.2009.11.003
  • Wang, R. T., Ho, C. M., ve Zhang, J. J. (2012). Examining the Effects of Relationship Quality and Calculative Commitment on Sport Consumer Behaviors for Intercollegiate Athletics. Journal of Issues in Intercollegiate Athletics, 5, 301-328.
  • Zhang, Y., Fang, Y., Wei, K. K., Ramsey, E., McCole, P., ve Chen, H. (2011). Repurchase intention in B2C e-commerce—A relationship quality perspective. Information & Management, 48(6), 192–200. https://doi.org/10.1016/j.im.2011.05.003
  • Zhang, J. Z., Watson IV, G. F., Palmatier, R. W., ve Dant, R. P. (2016). Dynamic relationship marketing. Journal of Marketing, 80(5), 53–75. https://doi.org/10.1509/jm.15.0066
Toplam 35 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Spor Faaliyetleri Yönetimi
Bölüm Arşiv
Yazarlar

Nurettin Göksu Çini 0000-0001-8966-9285

Ebru Güzel Kuyucu 0000-0002-8792-3072

Akın Çelik 0000-0002-2411-5465

Erken Görünüm Tarihi 25 Ekim 2023
Yayımlanma Tarihi 29 Ekim 2023
Gönderilme Tarihi 11 Ekim 2023
Kabul Tarihi 24 Ekim 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 6 Sayı: 1-Cumhuriyet'in 100. Yılı Özel Sayısı

Kaynak Göster

APA Çini, N. G., Güzel Kuyucu, E., & Çelik, A. (2023). Profesyonel Spor Kulüpleri Tarafından Sağlanan Hizmetlerin İlişki Kalitesi Üzerindeki Etkisi. Akdeniz Spor Bilimleri Dergisi, 6(1-Cumhuriyet’in 100. Yılı Özel Sayısı), 1071-1082. https://doi.org/10.38021/asbid.1374700
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