Feasibility Study of Design and Implementation of Marketing Software in Sports Club Services

Document Type : Original Article

Authors

1 Assistant Professor of Sports Management, University of Mohaghegh Ardabili, Ardabil, Iran

2 Master of sports marketing management, University of Mohaghegh Adabili

3 Associate Professor of Sports Management, University of Mohaghegh Ardabili, Ardabil, Iran

Abstract

Background: The purpose of this study was to determine the feasibility of designing and implementing marketing software in sports club services in Ardabil province.
Methods:   This study is descriptive and the statistical population is 132 participants of managers and trainers of sports clubs and software designers in Ardabil province. Using a random stratified sampling method, the Cochran formula was used to determine the sample size and 99 participants were selected as samples. To collect information, a researcher-made questionnaire with 40 items and 6 dimensions was used. The validity of the questionnaire was confirmed by several sports management professors. Cronbach's alpha method was used to achieve the reliability of the questionnaire (stability coefficient for technical dimension; 0.81, Legal dimension; 0.87, financial dimension; 0.88, Human dimension; 0.89, operational dimension; 0.91 and for time dimension; 0.87). To test the normal distribution of variables, Skewness and Kurtosis tests, and to answer the research questions and to test the hypotheses, One sample T-Test was used using SPSS software version 24. All research hypotheses were analyzed at the significance level of 0.05.
Findings: According to the findings of the research in terms of human and operational dimensions, it is possible to run marketing software in sport club services in Ardabil province, but in terms of technical, legal, time and financial dimensions and legal aspects, it has less possible to run marketing software in the services of sports clubs in the Ardabil province.
Conclusion: The feasibility of designing and implementing of marketing software in sports clubs in Ardabil province is not suggested, due to lack of facilities and technical equipment, and also fewer Internet services, time and financial conditions, lack of specific rules for designing and implementing marketing software at the sport club services. However, it is inevitable that there are skilled persons and operational infrastructures according to the research results.

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