Investigating the Effect of Market Orientation and Service Quality on the Competitiveness of Sports Clubs according to the to the Mediating Role of Market Performance

The purpose of this study is to determine the impact of market orientation and service quality on the development of competitiveness of sports clubs in northwestern Tehran with regard to the mediating role of market performance. This research is applied in terms of purpose and descriptive-survey in terms of data collection. Data collection tools were also a questionnaire that was used to compile book and field studies. The statistical population of the present study is 474 people who are managers and coaches of sports clubs in the northwest of Tehran. Using the Cochran's sample size formula, 213 people were selected as the statistical sample. The sampling method was also stratified random. In this study, market orientation and service quality were considered as independent variables, market performance was considered as a mediating variable and competitiveness was considered as a dependent variable. The questionnaire was also of the standard type, which was distributed among the members of the statistical population after confirmation of validity (formality and content) and reliability (Cronbach's alpha). The results of using structural equation modeling in the software environment of Lisrel software, showed the positive and significant effect of market orientation and service quality on the development of competitive ability of clubs directly and indirectly (through the mediating role of market performance).