A Model of Strategic Management for Sports and Fitness Businesses under Pandemic Crisis

Abstract

The objectives of this research are to 1) investigate the ways in which innovativeness, market orientation, and service quality influencing the strategic management under the pandemic crisis, 2) evaluate how the innovativeness, market orientation, service quality, and strategic management of the sports and fitness businesses affecting the operational efficiency under the pandemic situation through strategic management, and 3) use the study’s findings to create a strategic management model that sports and fitness businesses may use under the pandemic crisis. This study used a mixed-research methods of quantitative and qualitative techniques for data analysis. The purposive sampling method was used to choose 300 samples. The questionnaire was used as a quantitative research instrument. Furthermore, in terms of the qualitative research method, the in-depth interviews with 30 menber service recipients from sports and fitness businesses were conducted. The data received were analyzed using descriptive analysis, Pearson’s Correlation Coefficient Analysis, and Structural Equation Modelling (SEM) by statistical software package. The results received from the quantitative analysis were summarized into the statistical model. Furthermore, the statistical software package was used to analyze the content from the in-depth interview to confirm the findings. The study's quantitative methodology findings showed that the innovativeness had impact on both strategic management and operational efficiency under pandemic crisis. The market orientation had impact on both strategic management and the operational efficiency under pandemic crisis. And the results of qualitative research found that service innovation capabilities Marketing focus on collecting marketing data and service quality in knowing.