A Study of the Relationship between Market Orientation and Customer Satisfaction with Service Quality in Kerman's Body Building Gyms

Subject Areas : Sports Science and Healthy

Milad Eskandari Damaneh ^{1 *} , Majid Jalali Farahani ² , Amin Dehghan Ghahfarokhi ³

1 - Master's Degree, Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran
2 - Associate Professor, Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran. [e-mail] Amin Dehghan Ghahfarokhi
3 - Assistant Professor, Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran

Received: 2023-06-06 Accepted : 2023-07-23 Published : 2023-06-22

Keywords: Customer Satisfaction, Customer Orientation, Kerman, Service Quality, Body Building Gyms, Market Orientation,

Abstract :

The purpose of the present study is to review the relationship between market orientation and customer satisfaction with service quality of Kerman's body building gyms. The research method is descriptive and it is considered practical research in terms of purpose. The research population consists of all customers in Kerman’s body building gyms among whom 250 members were chosen by convenience sampling. The research instruments were 2 questionnaires including Narver & Slater Market Orientation (1999) and Rajabi et al. Customer Satisfaction (2003). The questionnaires' validity was confirmed by 11 professors in sport management and their reliability was determined to be 0.76 and 0.84 by Cronbach's Alpha Coefficient Test.  Data analysis was conducted by Kolmogorov Smirnov Test, Pearson Correlation Test, and Regression analysis using SPSS 23. The results showed that there is a significantly positive relation between components of market orientation (customer orientation, competitor orientation, and inter-functional coordination) and customer satisfaction. Therefore, gym managers can set goals to value their customers and assess their satisfaction by providing suitable services such as physical and environmental equipment, good staff, trustworthy coaches, regular workout plans, and easy access to the services.

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