UZUN MESAFE KOŞU ETKİNLİKLERİNDE KATILIMCILARIN SADAKATİNİ ETKİLEYEN UNSURLAR

Year 2019, Volume: 21 Issue: 4, 7 - 24, 30.12.2019

Cem Tınaz , Jelle Schoemaker Ümit Kuvvetli

Abstract

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.

Keywords

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

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