The relationship between service quality and behavior of customers toward physical fitness services centers and Suitable model

Document Type : Research Paper

Abstract

Todays, customer support is known for customer satisfaction as the main goal of any organization. So the purpose of this paper was to analyze the relationship between service quality and behavior of customers toward physical fitness services centers and Designing a suitable model.
Methodology: this paper is descriptive-survey study which held as field research. The Population include all of the customers of physical fitness service centers of Rasht that four hundreds of them are selected by random clustering method. The research tools are five questionnaires include: Demographic features, sport's services quality, customer's overall satisfaction, customer's loyalty and repurchase intention which are validated by management experts and its reliability is (α=0/96). Structural equation modeling was used to design the research model.
Results: The final model outputs indicate that all items related variables at a significance level of was significant (sig = 0/001, p= 0/000). Results showed that overall satisfaction on service quality, fitness centers (the regression weight 0/82) and customer loyalty (regression weight 0/11) is effective. The overall satisfaction on loyalty (regression weight 0/82) and repurchase intention of customers (regression weight 0/32) is effective as well as loyalty variable (regression weight 0/70) on the repurchase intention is effective. According to the paper model, overall satisfaction (regression weight 0/82) on the impact of service quality on customer loyalty, and loyalty (the regression weight 0/82) the impact of overall satisfaction and repurchase intention of customers have a strong mediating role.
 Conclusion:  physical Fitness centers can use certain analysis relationship between present research variables and do suitable shopping strategies in field sport services quality and make customers of cognitive behavior and cause creating satisfactory and loyalty and will be customer reactions return to the same club again.

Keywords


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