بررسی انتظارات مشتریان در ابعاد ایمنی و بهداشتی از اماکن ورزشی به منظور افزایش وفاداری و حضور مجدد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت ورزشی،واحد کرمانشاه،دانشگاه آزاد اسلامی ،کرمانشاه،ایران

2 دانشجوی دکتری گروه مدیریت ورزشی،واحد کرمانشاه،دانشگاه آزاد اسلامی ،کرمانشاه،ایران

3 دانشجوی دکتری،مدیریت ورزشی دانشگاه کردستان،سنندج،ایران

چکیده

هدف پژوهش حاضر، تحلیل و بررسی انتظارات مشتریان در ابعاد ایمنی و بهداشتی از اماکن ورزشی به منظور افزایش وفاداری و حضور مجدد می‌باشد.جامعه آماری این پژوهش را مشتریان اماکن ورزشی شهر نیشابور تشکیل می دهند. به توجه به جدول مورگان 384 به عنوان نمونه به صورت تصادفی از بین مشتریان اماکن ورزشی چند منظوره انتخاب شدند. روش نمونه گیری تحقیق حاضر، تصادفی و به روش خوشه ای انجام پذیرفت، که از هر منطقه یک سالن به صورت تصادفی انتخاب شده و پرسشنامه در آن سالن توزیع شد. ابزار پژوهش شامل پرسشنامه حضور مجدد مشتری لیم(2006)، پرسشنامه وفاداری مشتریان آلن (1990) و پرسشنامه محقق ساخته شناخت انتطارات مشتریان ورزشی بود. از شاخص‌های آمار توصیفی (فراوانی، میانگین، انحراف معیار، رسم نمودارها). از آزمون کلموگروف- اسمیرنوف برای بررسی توزیع داده ها استفاده شد. برای آزمون فرضیه ها، با توجه به بررسی طبیعی بودن توزیع داده ها از آزمون ضریب همبستگی پیرسون استفاده شد. برای فرضیه های پیش بینی از آزمون رگرسیون ساده استفاده شد. سطح معنی‌داری در این پژوهش 05/0 ≥ P تعیین شد. محاسبات آماری به وسیله نرم‌افزار آماری SPSS(نسخه 22) انجام گرفت. نتایج نشان داد که بین انتظارات مشتریان در دو بعد ایمنی و بهداشتی با وفاداری و قصد حضور مجدد از نظرآماری رابطه مستقیم و معنی‌داری مشاهده گردید. نتایج پژوهش همچنین نشان داد که آمیخته انتظارات مشتریان ، 8/20 درصد از متغیر وفاداری مشتریان در اماکن ورزشی را پیش‌بینی می‌کند و همچنین آمیخته انتظارات مشتریان ، 1/24 درصد از متغیر حضور مجدد مشتریان در اماکن ورزشی را پیش‌بینی می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

Examining customers' expectations in terms of safety and health of sports venues in order to increase loyalty and re-attendanceloyalty and re-attendance

نویسندگان [English]

  • Shahab Bahrami 1
  • mohammad saeid kiani 2
  • leila nazari 3
1 Assistant Professor, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
2 PhD student in Sports Management, Kermanshah Branch, Azad University, Kermanshah, Iran
3 PhD Student, Sports Management, Kurdistan University, Sanandaj, Iran
چکیده [English]

The purpose of this study is to analyze the expectations of customers in terms of safety and health of sports venues in order to increase loyalty and re-presence.The statistical population of this study consists of customers of sports venues in Neishabour. According to the Morgan 384 table, multi-purpose sports venues were randomly selected as customers. The sampling method of the present study was random and clustered, in which one hall was randomly selected from each area and the questionnaire was distributed in that hall. The research instruments included the Customer Lyme Return Questionnaire (2006), the Allen Customer Loyalty Questionnaire (1990), and the Research Questionnaire for Recognizing Sports Customer Expectations. Descriptive statistical indicators (frequency, mean, standard deviation, graph diagram). The Clomogrov-Smirnov test was used to investigate data distribution. Pearson correlation coefficient test was used to test the hypotheses, considering the natural distribution of the data. For regression hypotheses, a simple regression test was used. The level of significance in this study was determined as P 0 0.05. Statistical calculations were performed by SPSS statistical software (version 22). The results showed that there was a direct and significant relationship between customer expectations in the two dimensions of safety and health with loyalty and the intention to reappear statistically. The results also showed that the mixed expectation of customers predicts 20.8% of the customer loyalty variable in sports venues and also the mixed customer expectations predict 24.4% of the customer re-presence variable in sports venues. It does.

کلیدواژه‌ها [English]

  • Customer expectations
  • health
  • sports venues
  • customer loyalty
  • re presence
Alamdari, Hassanzadeh. (1399). Investigating customer satisfaction and customer orientation in Kohgiluyeh and Boyer-Ahmad private and public sports complexes. First National Conference on New Achievements in Physical Education and Sports, Chabahar, Chabahar International University, http://www.civilica.com/Paper-IUCSPORT01-IUCSPORT01_343.html(Persian)
Ali Doost Ghahfarkhi, Ebrahim; Koozehchian, Hashem; Jalali Farahani; Turki, Maryam (2018). Assessing and comparing the satisfaction of female customers of private and public bodybuilding clubs in Tehran. Sports Management Magazine. No. 5, pp. 140-127. (Persian)
Allen, J. (1990). Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions. Journal of Retailing, pp. 33-55.
Barshan, Mohsen, Ehsani, Mohammad, Kozehchian, Hashem, Honari, Habib. (1399). The effect of service quality on satisfaction, loyalty and willingness of Alborz province pool customers. Sports Management Studies, Year 6, Issue 26, 37-58. (Persian(
Blumer et al. (2013)and Mau, L.H. The impact of ethical sales behavior on customer loyalty in the life insurance industry.The Service Industries Journal, 29, pp. 59-74.
Broner P., Bahamonde, R., & Bellido, I. (2014). A new approach for measuring corporate reputation. RAE, São Paulo, 1(54), 53-66.
Cange, T. n.-z., & Chen, S.-j. (1998). Market orientation, service quality and business profitability: a conceptual model and empirical evidence. The journal of service marketing, pp. 246-264.
chan Ma. Shnanghog, Qi, (2018). Customer satisfacation and service system based on Motive- hygiene throry, Social and Behavior Scienes.
Chandon (2015) ‘Mcasuring customer loyalty with Multiitem scales: a case for caution’, International Journal of Service Industry Management, vol. 17, no. 1, pp. 76- 98.
Chandon (2015) ‘Mcasuring customer loyalty with Multiitem scales: a case for caution’, International Journal of Service Industry Management, vol. 17, no. 1, pp. 76- 98.
Chiu, L.Kh., Radzuwan, R.B., Ting, C.S.(2017). Assessing Sport and Recreation Programmes’ Service Quality at Hotels and Resorts: Towards Enhancing Customer Participation. Journal of Tourism and Hospitality Management, ISSN 2328-2169. January 2014, Vol. 2, No. 1, 6-17.
Durandish, Abdolmajid, Elahi, Alireza, Poursoltani Zarandi, Hossein. (1395). Predicting customer satisfaction and willingness to re-enter by service quality components in sports clubs: Study of bodybuilding clubs. Quarterly Journal of Research in Sports Management and Motor Behavior, 6 (14): 39-29 (Persian(
Ebrahimi, Behzad (2011), A Study of the Safety Status of Indoor Sports Places in Zanjan Province, M.Sc. Thesis, Guilan University. (Persian)
Egget, A., Ulga, W. (2016) “Customer perceived value: a substitute for satisfaction in business markets?”, Journal of Business & Industrial Marketing, Vol. 17 , No. 2/3pp 107-18.
Feldner, S., & Berg, K. (2014). How corporations manage industry and consumer expectations via the CSR report. Relations Journal, 8(3), Available at: http://www.prsa.org/Intelligence/PRJournal/Vol8/No3 (Accessed 1-jun-2014).
Ghaffari, Zahra, (2011), A Study of the Factors Affecting Electronic Loyalty (e-Loyalty) of Customers (Case Study of Bank Mellat Customers in Tehran), M.Sc. Thesis, University of Tehran. (Persian)
Ghobadi Yeganeh, Akram. Zardashtian, Shirin. (1397). The effect of well-known value with the expectations of customers of sports clubs Sports management studies. 10 (47). 84-147. (Persian)
Hamidreza Goharrostami and her colleagues (1398). The relationship between safety and efficiency of sports venues and facilities from the students' point of view with the prevalence of sports injuries. Sports Management Studies, 21: 194-173. (Persian)
Ismaili, Mohammad Hadi., Moin Fard, Mohammad Reza., Shushi Nasab, Parvin., Bansbardi, Ali. (1393). The relationship between the dimensions of service quality and the loyalty of sports tourists in Mashhad water sports parks. Studies of the basics of management in sports. First Year, Vol. 3, 101-112. (Persian)
Jafari, Alireza, Nazarian Madovani, Abbas. (2009). The relationship between safety and efficiency of sports venues and facilities from the students' point of view with the prevalence of sports injuries. Sports Management Studies, 21: 194-173. (Persian)
Jamal Vanastaziado (2009)he Relationships between Service Quality, Satisfaction, and Behavioral Intentions of Malaysian Spa Center Customers. International Journal of Business and Social Science Vol. 3 No. 1; January 2009.
Koo and Lin (2016)"Measuring service quality in sport services". Total quality management. Vol. 17, No. 5, PP: 623-631.
Lee, J. H. Kim, H. D. KO, Y. and Sagas, M. (2018). The Influence of Service Quality on Satisfaction and Intention: A Gender Segmentation Strategy, Sport Management Review. 1, (10), 96-108.
Lim, S. J. (2006). “The influence of service quality on customer satisfaction, attitudinal loyalty, and behavioral future intentions for participation of fitness centers in South Korea: A structural equation modeling approach”. Dissertation, United States Sports Academy, p: 6.
Liu, Y-Ch. (2008). an Analysis Service Quality, Customer Satisfaction and Customer Loyalty of Commercial Swim Clubs in Taiwan. A Dissertation Project Submitted to the Faculty of the United States Sports Academy in Partial Fulfillment of the Requirements for the degree of Doctor of Sports Management.
McCormack,G.R., Rock,M.,  Toohey, A.M., Hignell, D.(2018). Characteristics of urban parks associated with park use and physical activity: A review of qualitative research. Health & Place Volume 16, Issue 4, July 2018, Pages 712–726.
Moreira , A.C. Silva, P.(2016). Complaint behaviour by third parties: exploring service quality, customer satisfaction and word-of-mouth in health clubs. Int. J. Sport Management and Marketing, Vol. 16, Nos. 3/4/5/6, 2016.
NUVIALA, AlbertoGRAO-CRUCES, AlbertoFERNANDEZ -OZCORTA, Eduardo and  NUVIA, Román. (2015). Association between Sports Service Quality, Value and User Satisfaction in Spain. Univ. Psychol. [online]. 2015, vol.14, n.2, pp.589-598. ISSN 1657-9267.  
Pashapour, Behnaz. (1398). Investigating the safety status of indoor and outdoor sports venues in East Azerbaijan Province. Master Thesis. Azad University Central Tehran Branch. (Persian)
Pedragosa & Correia K., and Coyte G. Cooper. "sport FaciLitY and event management." Contemporary Sport Management, 5E (2014): 385.
Pedragosa, V., Correia, A. (2009). "Expectations, satisfaction and loyaltyin health and fitness clubs", international journal of sport management and marketing, Vol. 5, No. 4, PP: 450-464.
Pedragosa, V., Correia, A. (2009). "Expectations, satisfaction and loyaltyin health and fitness clubs", international journal of sport management and marketing, Vol. 5, No. 4, PP: 450-464.
Ramezani, Alireza, Nazarian Madovani, Abbas. (2013). The relationship between safety and efficiency of sports venues and facilities from the students' point of view with the prevalence of sports injuries. Sports Management Studies, 21: 194-173. (Persian)
Ramezani, Alireza, Theory of Madwani, Abbas (2013). Relationship between safety and efficiency of sports facilities from students' point of view with the prevalence of sports injuries. Sports Management Studies, 21: 194-173. (Persian)
Rotundo, M & Sackett, P 2016, 'The relative importance of task, citizenship, and counterproductive performance to global ratings of job performance: a policy capturing approach', Journal of Applied Psychology, vol. 87, pp. 66−80.
Saeedi, Roghayeh, Hosseini, Seyed Emad, Farzam, Farzan (1399). Relationship between service quality and customer satisfaction and loyalty of women's clubs in Mazandaran province. Journal of Sports Management and Motor Behavior, 11 (22): 38-29. (Persian)
Safari, Mojtaba. (1396). Assessing the quality of services of sports clubs from the customers' point of view using the ServoCoal model, the 8th International Conference on Accounting and Management and the 5th Conference on Entrepreneurship and Open Innovation, Tehran, Mehr Ishraq Conference Conference Company. (Persian)
Safari, Somayeh and Alireza Omidi. (2016). Investigating the safety status of indoor sports venues in Chaharmahal and Bakhtiari province, the first international conference on sports management, Shiraz, Narun Expert Managers Educational Institute. (Persian)
Sawyer and Smith (2009)Consumer's perception of price quality and value: a means-end model and synthesis of evidence, journal of Marketing, Vol. 77, pp.203-220.
Seyed Javadin, Seyed Reza., Khanlari, Amir., Estiri, Mehrdad. (1398). A model of service quality assessment on customer loyalty of sports services. Physical Education (Olympic). Sh 52, 41-54. (Persian)
Sharifian, Ismail, Saatpian, Vahid, Yamini Firooz, Massoud, Firoozi, Mansour, Mohammad Ali Nasab, Zeinab. (1393). The relationship between the quality of swimming pool services with satisfaction and loyalty with the aim of their future presence (a case study of Mazandaran province. Two Quarterly Journal of Sports Management and Development, 2: 90-77. (Persian)
Slickden and Christine (2008)Testing Perceived relationsal benefits as satisfaction and behavioral outcomes drives. International Journal of Bank Marketing. Vol. 28 No. 4, 2008, pp 297-313.
Suha and Tinji (2009),Impacts of Socio-Economic Background on Participation inVarious Sport Types. International Society for the Social Studies/ University of Central Florida. Availabe at
Yazdanpanah, Seyed Mohsen (1397). Investigating the effect of equipment, personnel and environment of sports clubs on customer attraction, 4th National Conference on Sports Science and Physical Education of Iran, Tehran,: Association for the Development and Promotion of Basic Sciences and Techniques(Persian)