تاثیر کیفیت خدمات بر وفاداری و حضور مجدد مشتریان به باشگاه های بدنسازی شهرستان شهریار
محورهای موضوعی : مدیریت ورزش
علیرضا زند
1
*
,
رضا ایمان زاده
2
,
زینب صفری
3
1 - گروه تربیت بدنی، واحد شهر قدس، دانشگاه آزاد اسلامی، گرگان، ایران.
2 - گروه تربیت بدنی، واحد شهر قدس، دانشگاه آزاد اسلامی، گرگان، ایران.
3 - گروه تربیت بدنی، واحد شهر قدس، دانشگاه آزاد اسلامی، گرگان، ایران.
کلید واژه: كیفیت خدمات, وفاداری, حضور مجدد , باشگاه های بدنسازی.,
چکیده مقاله :
هدف: کیفیت خدمات ارائه شده میتواند یکی از مهمترین عوامل تاثیر گذار بر وفاداری و حضور مجدد مشتریان باشد، باشگاههای بدنسازی برای جذب مشتری و همچنین فراهم کردن زمینهای برای استفاده مجدد مشتریان از خدمات خود و کسب سودآوری در مقایسه با سایر مراکز ورزشی رقابت می کنند .هدف از پژوهش حاضر، بررسی تأثیر كیفیت خدمات بر وفاداری و حضور مجدد مشتريان باشگاههای بدنسازی شهرستان شهريار بود.
روش پژوهش: روش پژوهش از نوع همبستگي- توصیفي است كه با هدف كاربردی و به شکل میداني اجرا شده است. جامعه آماری آن تمامي مشتريان باشگاههای بدنسازی مجاز شهرستان شهريار بود كه حداقل دارای 6 ماه سابقه عضويت در اين باشگاهها را داشته اند. حجم نمونه آماری براساس تعداد سوالات پرسشنامه ها انتخاب گردیده ، در نظر گرفته شد. بدین صورت به ازای هر سوال 5 نفر انتخاب می گرددکه با توجه به اینکه تعداد سوالات پرسشنامه ها جمعا 53 می باشد ، تعدادنمونه ها 265 نفر خواهد بود . لذا با در نظر گرفتن احتمال ریزش در نمونه های تحقیق 300 نفر توزیع گردید. از بین پرسشنامه های توزیع شده تعداد 260 پرسشنامه قابل بررسی عودت داده شد.. ا بزار اندازه گیری این پژوهش 3 پرسشنامه استاندار که برای سنجش کیفیت خدمات از پرسشنامه لیو(2008 ( که دارای 5 گویه و 22 سوالی ، وفاداری مشتریان ازپرسشنامه راندل تیل(2005) که دارای 5 گویه و 26 سوالی وبرای سنجش حضور مجدد مشتریان از پرسشنامه ریو وهان(2010 ( سکه دارای 5سوال می باشد استفاده شد. که روایی محتوایی وصوری آن توسط اساتید متخصص مدیریت ورزشی تایید گردید و پایایی ابزارها از طریق ضریب آلفایی کرونباخ به تربیت (89%،74%،82%) بوده است .برای تجزیه و تحلیل اطلاعات از نرم افزار spss و pls استفاده شد .
یافته ها: نتايج تحقیق نشان داد كه كیفیت خدمات به میزان 12/1بر وفاداری مشتريان وهمچنین کیفیت خدمات به میزان 41/0بر حضور مجدد مشتریان در باشگاههای بدنسازی شهرستان شهریار تاثیر دارد.
نتیجه گیری: براساس نتایج بدست امده به مدیران و باشگاه داران باشگاههای بدنسازی پیشنهاد میگردد که خدمات ارائه شده با کیفیت می تواند بر حضور مجدد و وفاداری مشتریان تاثیرگذار می باشد.
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.
Aghili, Kh . Dehdashti Shahrokh, Z. (2014). The effect of service ease of use on word-of-mouth advertising and repeat purchase intention. Modern Marketing Research, 5 (2), 15-36
Ahmadi, A. Asgari Dehabadi, H. (2014). Investigating the relationship between service quality, satisfaction, trust and loyalty among customers (case study: passenger companies active in Tehran city terminals), Development and Transformation, (23): 11-2
Anderson, E. W., Fornell C., Lehmann D. R. (1994). “Customer satisfaction, market share, and profitability: Findings from Sweden”. Journal of Marketing, 58, pp: 53-66.
Atghia N. Comparison of Utilization of Sports Venues in Selected Universities in Iran and Canada. Journal of New Studies in Sport Management. 2022;3(1):370-88.
Brooks, R. F., Lings, I. N., Botschen, M. A. (1999). “Internal marketing and customer driven waverfronts”. Service Industries Journal, 4, pp: 49-67
Chen, T. (2008). «The Examination of Factors that Affect the Relationship between Employee-Customer Satisfactions in Recreational Sport/Fitness Clubs in Taiwan». PhD dissertation. The United States Sports Academy.
Fernández García, Jerónimo, Ruíz, PabloGálvez, Gavira, JesúsFernández, Colón, LuisaVélez, Pitts, Brenda , García , Ainara Bernal. (2018). “Show moreThe effects of serviceconvenience and perceived quality on perceived value, satisfaction and loyalty in
Low-cost fitness centers”. Sport Management Review, Volume 21, Issue 3, Pages 250-262
Ghorbani, A . Davoudi, A (2022). Investigating the effect of multi-channel integration, offline and online trust and loyalty on repeat purchase intention (case study: customers of the chain stores of Ofoq Korosh in Tehran). Bimonthly New Attitudes of Business Management, 3(3), 1-17
Granmayeh, , S. (2016) Investigating and evaluating factors affecting customer loyalty in banking services based on the efficiency model (case study:New Economy Bank, Master's Thesis, Faculty of Management, Shahid Beheshti University
Ha, H. Y., Muthaly, S. K., & Akamavi, R. K. (2010). Alternative explanations of online repurchasing behavioralintentions: A comparison study of Korean and UK young customers. European Journal of Marketi ng , 44 6
Hutt, M. D., Speh, T. W. (2007). “Business marketing management”. London: Thomson, p: 125
Ismaili, M; Ehsani, M, Koze Chian, H، Henry, H. (2013). Designing a model of the influence of service quality on loyalty, customer satisfaction, perceived value and future behavior of customers in water sports entertainment complexes, Sports Management Studies, (26): 37-58
Kano, N. (1996). “Guide T.Q.M in service industries, Singapore: Asianproductivity organization”. International Journal of Quality & ReliabilityManagement, 8(2), p: 78
Kordalo, H, Sohri, R and Elahi, A. (2015) The relationship between word-of-mouth advertising and the desire of customers to attend sports clubs: A study of Ilam bodybuilding clubs. Communication management in sports media, 3 (4), 25-34
Lee, J. H., Kim, H. D., Ko, Y. J., Sagas, M. (2023).” The influence ofservice quality on satisfaction and intention: A gender segmentation
Lennon M, Douglas O, Scott M. Urban green space for health and well-being: developing an ‘affordances’ framework for planning and design. Journal of urban design. 2017;22(6):778-95.
Liu, Y. C. (2008). “An analysis service quality, customer satisfaction andcustomer loyalty of commercial swim clubs in Taiwan”. Dissertation,Uited States Sports Academy, pp: 1-115
Mosavi Jad SM, Shafei R, Sharifi M, Mohammadi H. Investigating the effect of service quality and satisfaction on hotel customers' loyalty in Kurdistan province. Geographical Journal of Tourism Space. 2018;7(27):111-45.
Naibzadeh, S . Fatahi Zarch, M. (2009) Evaluation of service quality in police offices 10 using SERVQUAL method; Journal of Management marketing; Fourth year, number 7; pp. 115
Negahban, N and Wahabzadeh, S. (2017). Investigating the impact of service quality, customer satisfaction and customer value on customer loyalty through the mediation of customer relationship management quality (case study: Tehran Export Development Bank), National Conference of New and Creative Ideas in Management, Accounting, Legal and Social Studies
Oliver, R. L. (2004). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing Research, 19(November), 460-9.
Oriade, Ade & Schofield, Peter. (2018). “An examination of the role of service qualityand perceived value in visitor attraction experience”. Journal of Destination Marketing& Management, Volume 11, Pages 1-9
Sanampour,S. Mousavi Rad,T. (2023) The effect of service quality on the loyalty and frequent attendance of customers of sports halls in the 15th district of Tehran. The first international conference on sports science, physical education and strategic management in sports
Slack, N.J. and Singh, G. (2020), "The effect of service quality on customer satisfaction and loyalty and the mediating role of customer satisfaction: Supermarkets in Fiji", The TQM Journal, Vol. 32 No. 3, pp. 543-558. https://doi.org/10.1108/TQM-07-2019-0187
Seyed J, R; Khanleri, A and Stiri, M (2010). "A model of evaluating the effect of service quality on the loyalty of sports service customers". Olympic magazine, year 18, number 52, pp
Rahmani Tabar ,N, Zardashtian, S. Bahrami, S.(2021) Presenting the model of relational marketing effect on the quality of services provided with the mediating role of the organizational brand in the sports clubs of Kermanshah province - Strategic Quarterly of the Ministry of Sports and Youth - Number 5
Wang, J. P. (2003). ”The influence of service quality on customer satisfaction and repurchase intentions at fitness clubs in south Korea”. Dissertation, University of New Mexico, p: 38