Evaluate the effect of competitive intelligence, customer satisfaction sports shop in Kermanshah
Poster Presentation XML
Paper ID : 1527-11THCONF
1کارشناسی ارشد مدیریت بازاریابی ورزشی دانشگاه رازی
2Assistant Professor of Sport Management/ Razi university
3کارشناسی تربیت بدنی دانشگاه شهید رجایی
Introduction: In recent years, competitive intelligence has become one of the key concepts of management and has been developed with big companies. An intelligent firm understands competitors' strategy better and faster, lessons learned from failure and success, and enables managers to compete firms. The purpose of this study was to evaluate the effect of competitive intelligence, customer satisfaction sports shop in Kermanshah.
Methodology: The present research is based on the purpose and nature of an applied research. Data collection is descriptive survey. This research is descriptive - survey the population consisted of 30 prestigious stores and sports stores were 100 customers. Data gathering tools In this research, competitive intelligence was used based on the Dashmaps and Nayak (1995) model, which included four dimensions of market intelligence, analytical intelligence of competitors, technology intelligence and social intelligence including 29 questions in 4 dimensions and customer satisfaction questionnaire consisting of 23 questions. In order to analyze the data, correlation and regression tests were used.
Results: The findings of the study suggest that aspects of competitive intelligence on effective customer satisfaction and awareness of the situation of the competitors have the greatest impact on customer satisfaction.
Discussion: The findings of the research show that there is a positive and significant relationship between competitive intelligence and customer satisfaction in sport shops in Kermanshah (r = 0.799). The results show that in the first step, knowledge of competitors (Beta = 0.814) and then social-strategic awareness (Beta = 805), market awareness (Beta = 0.786), and finally awareness Technological and technical (Beta = 761) is effective on customer satisfaction.