Effect of quality Service to Loyalty and Attending again for Customers of Female Bodybuilding of shahriar.
Subject Areas : Sport Management
Alireza Zand
1
*
,
Reza Eimanzadeh
2
,
Zinab Safari
3
1 - Department of Physical Education, ShQ.C., Islamic Azad University, Tehran, Iran
2 - Department of Physical Education, ShQ.C., Islamic Azad University, Tehran, Iran
3 - Department of Physical Education, ShQ.C., Islamic Azad University, Tehran, Iran
Keywords: Quality Service, Loyalty, Attending again, Bodybuilding, Shahriar city.,
Abstract :
Objective: The quality of services provided can be one of the most important factors affecting customer loyalty and repeat visits. Fitness clubs compete to attract customers and also provide a platform for customers to reuse their services and gain profitability compared to other sports centers. The aim of the present study was to investigate the effect of service quality on customer loyalty and repeat visits of fitness clubs in Shahryar city.
Methods: The research method is a correlation-descriptive type that has been implemented with an applied purpose and in the field. Its statistical population was all customers of licensed fitness clubs in Shahryar city who have had at least 6 months of membership in these clubs. The statistical sample size was selected based on the number of questions in the questionnaires.In this way, 5 people are selected for each question, and considering that the number of questions in the questionnaires is 53 in total, the number of samples will be 265. Therefore, considering the possibility of attrition in the research samples, 300 people were distributed. Of the distributed questionnaires, 260 questionnaires were returned for review. The measurement tools of this study were 3 standard questionnaires: for measuring service quality, the Liu (2008) questionnaire, which has 5 items and 22 questions, the Randall-Tille (2005) questionnaire, which has 5 items and 26 questions, and for measuring customer loyalty, the Rio-Whan (2010) questionnaire, which has 5 questions, were used. Its content and face validity were confirmed by sports management expert professors, and the reliability of the tools was through Cronbach's alpha coefficient to training (89%, 74%, 82%).SPSS and PLS software were used to analyze the data.
Results: The results of the study also showed that service quality has an impact of 1.12 on customer loyalty and 0.41 on customer repeat visits to fitness clubs in Shahriar city.
Conclusions: Based on the results obtained, it is recommended to fitness club managers and owners that quality services can have an impact on customer repeat visits and loyalty.
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