ارتباط کیفیت خدمات با رضایتمندی و وفاداری مشتریان باشگاه های بانوان استان مازندران

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناس ارشد تربیت بدنی و علوم ورزشی،گروه مدیریت ورزشی،دانشگاه مازندران، بابلسر، ایران

2 استادیار تربیت بدنی و علوم ورزشی،گروه مدیریت ورزشی،دانشگاه شهید بهشتی تهران،تهران،ایران

3 استادیار تربیت بدنی و علوم ورزشی،گروه مدیریت ورزشی،دانشگاه مازندران، بابلسر، ایران

چکیده

مقدمه و هدف: امروزه با شکل گیری رویدادهای جدید ورزشی فرصت مناسبی برای پرداختن به ورزش های مدرن برای بانوان ایجاد شده است. بنابراین اداره باشگاه های بانوان مستلزم تخصص بالایی است.باشگاه ها باید به نیازهای مشتریان توجه کنند و جهت دست یابی به اهداف بازاریابی،پیوسته کیفیت خدمات را ارتقا دهند. باشگاه بانوان زمانی خواهد توانست مشتریان بیشتری را جذب کند و به حفظ آنها امیدوار باشد که به کیفیت خدمات و ارتقای آن در جنبه های مختلف از شرایط فیزیکی گرفته تا توجه به مشکلات مشتریان، پاسخگویی به نیازهای آنها و به کارگیری کارکنان معتمد اهمیت بدهد.هدف از پژوهش حاضر تعیین ارتباط کیفیت خدمات با رضایتمندی و وفاداری مشتریان باشگاه های بانوان استان مازندران بود.
روش شناسی: این پژوهش از نوع توصیفی پیمایشی می باشد و محققان با پرسشنامه های استاندارد کیفیت خدمات و رضایتمندی و وفاداری به گردآوری داده ها پرداختند.تجزیه و تحلیل داده ها با استفاده از آمار توصیفی برای توصیف متغیرها درجامعه تحقیق انجام شد.از روش­های آماری کولموگروف اسمیرنف،اسپیرمن و رگرسیون چندگانه نیزبرای تحلیل داده ها در سطح معناداری p≤./05 استفاده گردید.جامعه آماری شامل کلیه بانوان باشگاه های استان مازندران بود که حداقل دارای شش ماه سابقه فعالیت ورزشی در آن باشگاه بودند نمونه آماری به صورت تصادفی طبقه ای ـ خوشه ای 341 نفر تعیین گردید.
یافته ها: بین همه ابعاد کیفیت خدمات باشگاهای ورزشی بانوان استان مازندران و میزان رضایت‌مندی و وفاداری مشتریان،ارتباط معنی‌دار و مثبتی وجود داشت. همچنین،هر یک از ابعاد کیفیت خدمات به تنهایی، مقداری از تغییرات رضایت‌مندی و وفاداری مشتریان را پیش بینی می کنند؛ به نحوی که عوامل ملموس (6/31%)، قابلیت اعتماد (6/57 %)، اطمینان (1/53%)، پاسخگویی (2/52 %) و همدلی (5/54 %) تغییرات رضایت‌مندی مشتریان را توصیف می‌نمایند.
بحث و نتیجه گیری: بر اساس یافته های پژوهش حاضرکیفیت خدمات در رضایت مندی و وفاداری مشتریان باشگاه­های بانوان استان مازندران نقش مهمی دارد.

کلیدواژه‌ها


عنوان مقاله [English]

The relationship of service quality to the customer`s satisfaction and loyalty in women`s sport clubs: case of Mazandaran province

چکیده [English]

Background & Purpose: Literature and objective: Nowadays, with the formation of the new sports events, a great opportunity in modern sports has been created for women. So, the administration of women sports clubs requires specialty and great knowledge. Clubs should pay attention to their customers' needs and also they should promote service quality continuously to attain their marketing objectives. Women sports clubs will continue to have more clients if they put more emphasis on service quality and its promotion in different aspects form physical conditions to the customers' problems, meeting their needs and employing trustworthy staff. The purpose of this research is to determine the relevance of service quality to the customers' acceptability and loyalty of mazandaran female sports clubs.
Methodology: This research is based on description and measurement and the authors have collected data with the help of a standard questionnaire for service quality, satisfaction and loyalty rate. The analysis of data was done by the use of descriptive statistics to examine and describe variables in research team. Kalmograf – Smirnov and spear mans statistical methods and also multiple regressions were used to analyze the data in a meaningful level p≤. /05.  Statistical community (group) included all women in mazandaran sports clubs who had a six-month sports activity experience. Statistical sample with a number of 341 persons was selected randomly classified and clustered.
Findings: There was a significant and positive relation between all dimensions of mazandaran women sports clubs service quality and the customers' loyalty and acceptability. Also, each of the service quality dimensions predicts some of the changes in customers consent and fidelity in such a way that visible physical factors (31.6 %), trustfulness (57.6%), certainty (53.1%), responsiveness (52.2%) and confidence describe and explain the customers' changes.
conclusion:On the basis of the present research findings, the service quality plays an important role in customers' satisfaction and loyalty in mazandaran female sports clubs.

کلیدواژه‌ها [English]

  • service quality
  • consent
  • customers' loyalty
  • women sport
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