مقدمه و هدف: هدف از مطالعه حاضر شناسایی و بررسی عوامل مؤثر بر رضایتمندی تماشاگران ورزشی با بهرهگیری از مدل اهمیت-عملکرد میباشد. روششناسی: جامعه آماری این پژوهش را کلیه تماشاگران اولین المپیاد ورزش همگانی استان کرمانشاه تشکیل دادند که از بین آنها 385 نفر بهصورت در دسترس بهعنوان نمونه آماری انتخاب شدند. ابزار مورداستفاده جهت گردآوری دادهها، پرسشنامه محقق ساختهای است که در قالب 8 عامل و 53 سؤال طراحی شد. یافتهها: نتایج پژوهش نشان داد از 8 عامل مؤثر بر رضایتمندی مشتریان، 1 عامل در تماشاگران مرد در ناحیه اتلاف منابع، 2 عامل در تماشاگران مرد و 2 عامل در بانوان در ناحیه اولویت کم، 2 عامل در تماشاگران مرد و 2 عامل در تماشاگران زن در ناحیه تمرکز بر آن و 3 عامل در تماشاگران مرد و 4 عامل در بانوان در ناحیه حفظ عملکرد قرار گرفتند. نتیجهگیری: عواملی که در ناحیه اولویت کم قرارگرفتهاند برای عملکرد سیستم تهدیدکننده نیستند و نیازمند اصلاح فوری نمیباشند. عوامل در ناحیه تمرکز بر آن نیازمند اصلاحی فوری بوده و از این لحاظ در اولویت بالایی قرار دارند. در نهایت، عوامل قرارگرفته در ناحیه حفظ عملکرد از نظر مشتریان مهم بوده و از عملکرد آنها نیز رضایت دارند.
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