Publication: Müşteri beklentileri doğrultusunda tenis kulübünün pazarlama stratejisinin oluşturulması (caddebostan vakıf tenis kulübü örneği pilot çalışması)
Abstract
Araştırma kulüp üyeleri ve potansiyel üye adaylarının katılımıyla, pazarlama ilkelerinin spor tesisinde ne kadar uygulandığını, kulüpteki fiziki ve beşeri kaynakların kişinin beklentilerini ne kadar karşıladığını ve kişinin kulüple ilgili ileriye yönelik beklentilerini ortaya koymayı hedeflemektedir. Böylelikle yapılan bu çalışma ile kulüp sahipleri ve profesyonel yöneticilerine önerilerde bulunma imkanı sağlanabilecektir. Araştırma Caddebostan Vakıf Tenis Kulüpte üye olan ve üye olacakların tenis kulübüyle ilgili genel beklentilerini ortaya koyan düşünceyi yansıttığı varsayılmıştır. Araştırma uygulanan kişiler rasgele seçilmiş. uygulanan anket ve anketlerin istatistiksel değerlendirmesi yöntemi ile yapılmıştır.Araştırma tanımlayıcı araştırma modeli ile gerçekleştirilmiştir. Tanımlayıcı araştırma modeli, mevcut durumun analiz edilmesini ve araştırmada yer alan değişkenler arasındaki ilişkileri belirlemeyi amaçlamaktadır. Buna göre araştırmada Caddebostan Vakıf Tenis Kulübün üye ve aday üyelerinin beklentileri hakkında bilgi toplanmaya çalışılmıştır. Araştırmaya katılan 93 üye ve üye adayından 62’si erkek, 31’i kadın olduğunu görmekteyiz. Yapmış olduğumuz araştırma bizlere göstermiştir ki, bu kulübün mevcut üyeleri ve üye adayları arasından 93 kişiye yaptığımız ankette kişilerin genel anlamda kulüplerinden memnun oldukları anlaşılmaktadır. Ancak kulüp ve verdiği hizmetlerin bazı bölümlerinde memnuniyetsizlik bulunmaktadır. Örneğin, kulübün güvenlik, kapalı kort gibi hususlarında neredeyse ankete katılan kişilerin tamamının memnun olmadığı görülmektedir. Bu çalışma kulüp idarecilerinin bu konularda önlem almalarını sağlayabilir. Tenis kulübü, pazarlama, müşteri beklentisi
To Develop Marketing Strategies of The Tennis Club in Accordence With Member Expectations ( Example of Caddebostan Vakıf Tenis Kulübü Pilot Study ) This research, aims at first place, to state the members’ and member candidates’ expectations with the participation of the tennis club members and potential member candidates. This study plans on how much the marketing principles have place in the sport institution, how much the club’s physical and human sources correspond people’ expectations and persons’ multiple expectations from the club. In this way, it can be overtured helpful ideas to the club owners and its professional managers. This research’s subjects persons are randomly selected method which lean upon the before mentioned attainments. This research is developped by descriptive research model. Descriptive research model intends to analyze current situation in cosideration of the resaerch’ subject matter and to define the relations between the variables holding place at the research. This means that in this research it’s attempted to collect information about the Caddebostan Vakıf Tennis Club’ already members’ and candidate members’ satisfactions. We see that 62’s of 93 already members and candidate members who participated this research are men and the 31’s are women. This research that we developped pointed us out that the club’s physical and human structure corresponds the expectations of already members’ and candidate members’. Caddebostan Vakıf Tenis Kulübü will continue its activities over many years. Because in the questionnaire applied to the 93 persons randomly chosen between this club’s current members and candidate members, it’s understood that the people are generally satisfied with their club. Although, there’re some dissatisfactions among certain parts of the club and furnished services and avoidable proportion of deficiency for covering requests. E.g. Almost all of the questionnaire’s participants are not happy on the the said club’s security, indoor court etc. Matters. This study can push the club managers to take precautions about above mentioned subjects. Key words: Tennis club, marketing, member expectation.
To Develop Marketing Strategies of The Tennis Club in Accordence With Member Expectations ( Example of Caddebostan Vakıf Tenis Kulübü Pilot Study ) This research, aims at first place, to state the members’ and member candidates’ expectations with the participation of the tennis club members and potential member candidates. This study plans on how much the marketing principles have place in the sport institution, how much the club’s physical and human sources correspond people’ expectations and persons’ multiple expectations from the club. In this way, it can be overtured helpful ideas to the club owners and its professional managers. This research’s subjects persons are randomly selected method which lean upon the before mentioned attainments. This research is developped by descriptive research model. Descriptive research model intends to analyze current situation in cosideration of the resaerch’ subject matter and to define the relations between the variables holding place at the research. This means that in this research it’s attempted to collect information about the Caddebostan Vakıf Tennis Club’ already members’ and candidate members’ satisfactions. We see that 62’s of 93 already members and candidate members who participated this research are men and the 31’s are women. This research that we developped pointed us out that the club’s physical and human structure corresponds the expectations of already members’ and candidate members’. Caddebostan Vakıf Tenis Kulübü will continue its activities over many years. Because in the questionnaire applied to the 93 persons randomly chosen between this club’s current members and candidate members, it’s understood that the people are generally satisfied with their club. Although, there’re some dissatisfactions among certain parts of the club and furnished services and avoidable proportion of deficiency for covering requests. E.g. Almost all of the questionnaire’s participants are not happy on the the said club’s security, indoor court etc. Matters. This study can push the club managers to take precautions about above mentioned subjects. Key words: Tennis club, marketing, member expectation.