Profesyonel Spor Kulüpleri Tarafından Sağlanan Hizmetlerin İlişki Kalitesi Üzerindeki Etkisi

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

Services Provided by Professional Sports Clubs Impact on Relationship Quality

Abstract

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.

Keywords

• Sports Services
• Relationship Quality
• Season Ticket
• Fan

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