نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، ص. پ. 19395 -4697 ،تهران، ایران.
2 کارشناسی ارشد، دانشگاه پیام نور، ص. پ. 19395 -4697 ،تهران، ایران.
چکیده
هدف از پژوهش حاضر طراحی مدل ارتباطی مسئولیت‌اجتماعی و یادگیری‌سازمانی بر توسعه مشتریان (اعضاء و مخاطبان) فدراسیون ورزش سه‌گانه بود. روش تحقیق حاضر توصیفی- پیمایشی و از نوع همبستگی بود. جامعه آماری تحقیق شامل کلیه کارکنان فدراسیون ورزش سه‌گانه و هیات‌های استانی این فدراسیون بود (200=N) که نمونه‌گیری به روش تمام‌شمار انجام گرفت. ابزار گردآوری اطلاعات پرسشنامه‌های استاندارد مسئولیت‌اجتماعی، یادگیری‌سازمانی و توسعه مشتریان بود که برای تایید روایی صوری و محتوایی پرسشنامه از نظر 8 نفر از اساتید مدیریت‌ورزشی استفاده و برای تایید پایایی نیز با انجام مطالعه‌ای مقدماتی بر روی 30 نفر از جامعه، ضریب آلفای کرونباخ به ترتیب مسئولیت‌اجتماعی 81/0، یادگیری‌سازمانی 88/0 و توسعه مشتری 85/0 محاسبه و تائید شد. برای تجزیه‌وتحلیل داده‌ها از آزمون‌های چولگی و کشیدگی، همبستگی پیرسون و معادلات ساختاری با استفاده از SPSS 23 و Smart PLS3 استفاده شد. یافته‌ها نشان داد که مسئولیت اجتماعی و یادگیری سازمانی اثر مثبت و معنی‌داری بر توسعه مشتریان فدراسیون سه‌گانه دارند و یادگیری سازمانی علاوه بر اثر مثبت و مستقیم بر توسعه مشتریان، از طریق مسئولیت اجتماعی نیز تاثیر غیرمستقیم و معناداری بر توسعه مشتریان دارد. درنهایت الگوی مسئولیت‌اجتماعی و یادگیری‌سازمانی بر توسعه مشتریان فدراسیون ورزش سه‌گانه طراحی و برازش آن نیز مورد تائید قرارگرفت.
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