The Effect of Market Orientation on Job Attitudes of Employees in Sports Stores

Publish Year: 1402
نوع سند: مقاله ژورنالی
زبان: English
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تاریخ نمایه سازی: 20 اسفند 1401


The purpose of this study was to investigate the effect of market orientation on the job attitudes of employees in sports stores in Mazandaran, IRAN. This research was a descriptive-correlational and applied study. The statistical population consisted of all employees in Nike, Adidas, Reebok, Puma, and Majid sports store. Based on Structural Equation Modeling (SEM), the research sample included ۲۰۰ subjects. Standard questionnaires were used for data collection. Linear regression and structural equation modeling (SEM) with Spss۱۸ and Lisrel version ۸.۳ software have been used to investigate the research hypotheses. According to the research findings, market orientation affects employees' attitudes toward the sports stores and market orientation explains ۶۹ percent of the variance of job attitudes. Moreover, market orientation components were effective on job satisfaction, organizational commitment, role conflict, and turnover intention. Market orientation components were also effective on job attitudes of the sports store employees. Therefore, the special attention to market orientation in promoting productivity, satisfaction and increasing commitment of employees, can be critical in achieving the goals and strategies of sports stores.


Farnaz Fakhri

Assistant Professor, Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak, Iran

Ali Vafaei Moqadam

Postdoctoral student, Department of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Mazandaran, Babolsar, Iran.