UZUN MESAFE KOŞU ETKİNLİKLERİNDE KATILIMCILARIN SADAKATİNİ ETKİLEYEN UNSURLAR

Yıl 2019, Cilt: 21 Sayı: 4, 7 - 24, 30.12.2019

Cem Tınaz , Jelle Schoemaker Ümit Kuvvetli

Öz

Bu araştırmanın amacı, farklı karakteristik
özelliklere sahip olan uzun mesafe koşu etkinlikleri katılımcılarının
demografik özelliklerinin incelenmesi ve katılımcıların sadakatinin, etkinlikteki
hizmet özelliklerinden hangilerinden ve ne ölçüde etkilediğinin
belirlenmesidir. Araştırmanın ilk aşamasında, literatür taraması neticesinde
belirlenen değişkenlerin koşu etkinliklerine katılanların o etkinliğe yönelik
sadakati üzerindeki etkisini kavramak ve sadakat üzerinde etkili olabilecek
diğer değişkenleri tanımlamak için nicel bir pilot uygulama yapılmıştır. Pilot
çalışmadan elde edilen veriler doğrultusunda, etkinliğe katılım tercihinde
etkili olduğu tespit unsurlardan etkinlikteki ortam, etabın zorluk derecesi,
sosyal çevre, inovatif hizmetlerin sunumu, müdahil olma, sosyal çevre, koşuya
adanmışlığın ikinci aşamada kullanılmasına karar verilmiştir. İkinci aşamada
kullanılmak üzere geliştirilen anketi eksiksiz olarak dolduran 366 kişiden elde
edilen veri, SPSS 20 programına işlenmiş ve analiz edilmiştir. Sadakat bağımlı
değişkeni, doğrudan ölçülmesi mümkün olmayan bir kavram olduğundan koşu
etkinliğinde sadakati etkileyen unsurların belirlenmesi için direkt olarak
gözlemlenemeyen (latent) değişkenlerin gözlemlenen değişkenler ile
modellenmesinde oldukça başarılı sonuçlar veren Yapısal Eşitlik
Modellemesi’nden (YEM) yararlanılmıştır. Katılımcıların %72,7 ile büyük bir
çoğunluğu teknolojik ve dijital araçların daha fazla kullanılmasını istemektedir.
Koşucuların %67,5’i son on iki ayda 6 ya da az koşu etkinliğine katılmışken,
%72,4’ü son etkinlik de dahil olmak üzere tercih ettikleri etkinliğe 3 ya da
daha az kez katılmıştır. Koşu etkinliklerinde sadakati en çok etkileyen
faktörün etkinliğin gerçekleştiği ortam ve katılımcının profesyonellik düzeyi olduğu
belirlenmiştir.

Anahtar Kelimeler

Bağlılık, Koşu etkinlikleri, Katılımcı sadakati, Niyet, İnovatif hizmetler

Kaynakça

• Aaker DA, (1991). Managing Brand Equity: Capitalizing on the value of a brand name. New York: The Free Press.
• Alexandris K., Zahariadis P., Tsorbatzoudis C. & Grouios G., (2004). An empirical investigation of the relationships among service quality: Customer satisfaction and psychological commitment in a health club context. European Sport Management Quarterly, 4(1), 36–52.
• Beard J. & Ragheb MG., (1980). Measuring leisure satisfaction. Journal of Leisure Research, 12, 20–33.
• Beaton AA., Funk DC., Ridinger L. & Jordan J., (2011). Sport Involvement: A conceptual and empirical analysis. Sport Management Review, 14, 126–140.
• Bennett G., Cunningham G. & Dees W., (2006). Measuring the marketing communication activations of a professional tennis tournament. Sport Marketing Quarterly, 15, 91-101.
• Berry L., (1987). Big ideas in services marketing. The Journal of Services Marketing, 1(1), 5-9.
• Bodet G. & Bernache-Assollant I., (2011). Consumer loyalty in sport spectatorship services: The relationships with consumer satisfaction and team identification. Psychology & Marketing, 28(8), 781–802.
• Brady MK., Voorhees, JJ., Cronin JJr. & Bourdeau BL. (2006). The good guys don’t always win: The effect of valence on service perceptions and consequences. Journal of Services Marketing, 20, 83–91.
• Cant M. & Wiid J., (2012). Service quality and spectator satisfaction on university sporting grounds. International Business & Economics Research Journal, 11(12), 1311.
• Caruana A., (2002). Service Loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.
• Crompton JL., (1979). Motivations for pleasure vacations. Annals of Tourism Research, 6(4), 408–424.
• Cunningham RM., (1956). Brand Loyalty – What, where, how much?. Harward Business Review, 34, 116–128.
• Day GS., (1969). A Two-Dimensional concept of brand loyalty. Journal of Advertising Research, 9, 29-35.
• Filo K., Funk D. & Alexandris K., (2008). Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness. International Journal of Sport Management and Marketing, 3(1-2), 39-57.
• Filo K., Funk D. & O’brien D. (2009). The meaning behind attachment: Exploring camaraderie, cause, and competency at a charity sport event. Journal of Sport Management, 23, 361–387.
• Funk D., Jordan J., Ridinger L. & Kaplanidou K., (2011). Capacity of mass participant sport events for the development of activity commitment and future exercise intention. Leisure Sciences, 33(3), 250-268.
• Gladden J. & Funk D., (2001). Understanding brand loyalty in professional sport: Examining the link between brand association and brand loyalty. International Journal of Sports Marketing & Sponsorship, 3(1), 67-94.
• Gladden J. & Funk D. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16, 54-81.
• Gummesson E., (1994). Making relationship marketing operational. International Journal of Service Industry Management, 5(5), 5-20.Helliker K., (2011). Marathoners Run U.S. Races in Record Numbers. Haziran 21 2017, https://www.wsj.com/articles/SB10001424052748704261504576205293958557186.
• Higgins JW. & Lauzon L., (2003). Finding the funds in fun runs: Exploring physical activity events as fundraising tools in the nonprofit sector. International Journal of Nonprofit and Voluntary Sector Marketing, 84(4), 363-377.
• Hover P. & Romijn D. (2010). Evenementenlopers Winnen Terrein: Onderzoek naar de succesfactoren van middelgro- te loopevenementen op grond van de motivatie, beleving en waardering van de deelnemers. Den Bosch: Mulier Instituut. Utrecht.
• Hu L. & Bentler PM., (1999). Cut-off criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Model: A Multidisciplinary Journal, 6(1), 1–55.
• Iwasaki Y. & Havitz ME., (2004). Examining relationships between involvement, psychological commitment and loyalty to a recreation agency. Journal of Leisure Research, 36(1), 45-72.
• Kandampully J., (1998). Service quality to service loyalty: A relationship which goes beyond customer services. Total Quality Management, 9(6), 431-443.
• Kaplanidou K. & Gibson HJ., (2010). Predicting behavioral intentions of active event sport tourists: The case of a small-scale recurring sports event. Journal of Sport & Tourism, 15(2), 163-179.
• Kim J., Dattilo J. & Heo J., (2011). Taekwondo participation as serious leisure for life satisfaction and health. Journal of Leisure Research, 43(4), 545–559.
• Kunkel T., Funk D. & 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.
• Kuvvetli Ü., Firuzan AL., Alpaykut S. & Gerger A., (2016). Determining six sigma success factors in Turkey by using structural equation modeling. Journal of Applied Statistics, 43(4), 738-753.
• Kwon H. & Trail G., (2005). The feasibility of single-item measurement in sport loyalty research. Sport Management Review, 8(1), 69-88.
• Lee JS. & Kang J., (2015). Effects of sport event satisfaction on team identification and revisit intent. Sport Marketing Quarterly, 24(4), 225-234.
• Leedy MG., (2000). Commitment to distance running: Coping mechanism or addiction? Journal of Sport Behavior, 23(3), 255–270.
• Lomax RG. & Schumacker RE. (2010). A Beginner’s Guide to Structural Equation. New York: Routledge.
• Madrigal R., (2001). Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship. Psychology & Marketing, 18(2), 145-165.
• Mcdonald MA., Miline RG. & Hong JB., (2002). Motivational factors for evaluating sport spectator and participant markets. Sport Marketing Quarterly, 11(2), 100-113.
• Oliver R., (1999). Whence consumer loyalty. Journal of Marketing, 63, 33-44.
• Parasuraman A., Zeithaml VA. & Berry LL., (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58, 111-123.
• Petrick JF., Morais DD. & Norman WC., (2001). An examination of the determinants of entertainment vacationers’ intentions to revisit. Journal of Travel Research, 40(1), 41–48.
• Ridinger L., Funk D., Jordan J. & Kaplanidou K., (2012). Marathons for the masses: Exploring the role of negotiation-efficacy and involvement on running commitment. Journal of Leisure Research, 44(2), 155–178.
• Pitts BG., (1999). Sports tourism and niche markets: Identification and analysis of the growing lesbian and gay sports tourism industry. Journal of Vacation Marketing, 5(1), 31-50.
• Singh SN. & Rothschild ML., (1983). The effect of recall on recognition an empirical investigation of consecutive learning measures. Advances in Consumer Research, 10, 271-276.
• Steenkamp JEM. & Baumgartner H., (2000). On the use of structural equation models for marketing modeling. International Journal of Research in Marketing, 17(2–3), 195-202.
• Swan JE. & Comb LJ., (1976). Product performance and consumer satisfaction: A new concept. Journal of Marketing, 40, 25-33.Taylor R. & Shanka T. (2008). Cause for event: Not-For-Profit marketing through participant sports events. Journal of Marketing Management, 24 (9-10) 945-958.
• Theodorakis ND., Kaplanidou K. & Karabaxoglou I., (2015). Effect of event service quality and satisfaction on happiness among runners of a recurring sport event. Leisure Sciences: An Interdisciplinary Journal, 37(1), 87-107.
• Tsuji Y., Bennett G. & Zhang JJ., (2007). Consumer satisfaction with an action sports event. Sport Marketing Quarterly, 16(4), 199-208.
• Vos S., Walravens R., Hover P., Borgers J. & Scheerder J., (2014). Voor De Pret of Prestatie? Eindhoven: Nrit Media.
• Zeithaml VA., Berry LL. & Parasuraman A., (1988). Communication and control process in the delivery of service quality. Journal of Marketing, 52, 35-48.
• Zeithaml VA., Berry LL. & Parasuraman A., (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46.