هدف از پژوهش حاضر بررسی نقش مدیریت ارتباط با مشتری (CRM) در توسعهی صنعت گردشگری ورزشی استان مازندران بود. از اینرو، 274 ورزشکار و کارمند المپیاد کارگری بانوان کشور در تحقیق حاضر شرکت کردند. روش تحقیق توصیفی و از نوع همبستگی پیرسون و رگرسیون چندگانه، با استفاده از نرم افزار SPSS19 مورد تجریه و تحلیل قرار گرفت. نتایج نشان داد که همبستگی ابعاد مدیریت ارتباط با مشتری با توسعهی صنعت گردشگری ورزشی همبستگی معنی داری دارند (p<0.05). بیشترین همبستگی ابعاد مدیریت ارتباط با مشتری با توسعهی صنعت گردشگری ورزشی مربوط به بعد مدیریت سازمان (42/0 r=) و کمترین همبستگی مربوط به بعد مدیریت دانش (31/0 r =) بود. نتیجه گیری کلی نشان داد: همبستگی بین مدیریت ارتباط با مشتری با توسعهی صنعت گردشگری ورزشی استان مازندران رابطهی مثبت و معنی دار است (35/0 r=). بنابراین برای گذر از مدیریت سنتی و توسعهی صنعت گردشگری ورزشی، مدیران در روش های مدیریتی خود باید تغییرات عمیق و اساسی ایجاد نمایند.
Survey of Customer Relationship Management in the Development of Sports Tourism Industry
(Case Study: Women Workers' Olympiad Country)
Extended Abstract Introduction Customer relationship management developed a process of information which focuses on the capability of an organization in identifying its valuable customers. It also attempts to find better potential customers and markets. Exercise is now considered as one of most important sources of making revenue for a country.
Customer Relationship Management (CRM) can be extremely helpful for this industry. This is also important in proving the importance of research in this area. With regard to the significance of developing sport tourism in the province as well as the importance of customer relationship management, the relevant organizations need to respond to these questions adequately; it should also be tried to explore into ways and methods that can greatly enhance development of tourism industry through Customer Relationship Management (CRM).
Materials and Methods The statistical research population included 317 people and the statistical sample included 274 people who used formula sampling Cochran. The research methodology used was descriptive and correlation and multiple regressions with Pearson use the software SPSS19.
Discussion and Results In this research, 274 athletes and Olympiad staff were reviewed through the questionnaires that were handed out among them. Also among the employees ' job type, % 67. 5 (n = 185) held bachelor degree (the highest number) and % 0.11 (n = 30) held master degrees. The maximum dimensions of the correlation of customer relationship management and the development of sports tourism industry related to the Organization's management agent (r =0.42) and the lowest correlation related to knowledge management (r =0.31). Overall conclusions showed that the correlation between customer relationship management has a significant positive correlation (r =0.35) in the development of sports tourism industry of the province.
Conclusion The results showed that the Organization's management of the operating dimensions of customer relationship management in increasing the amount of sports tourism development in Mazandaran province and its importance to the education prerequisite for certain employees, how the type of behavior, customer satisfaction and customer dissatisfaction type fix. Because an unhappy customer can make their dissatisfaction to transfer a lot of people.
Keywords: Tourism, Sport, Women's Olympiad and Customer Relationship Management.
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کلیدواژه ها [English]
Tourism, Sport, Women's Olympiad and Customer Relationship Management