Exploring the Effect of Service Quality and Satisfaction on Customer Loyalty in Sport Clubs (Bodybuilding and Aerobic)

Mahmoudi, Ahmad; Sajadi, Seyed Nasrolah; Goudarzi, Mahmoud

doi:10.22059/jsm.2015.53644

Exploring the Effect of Service Quality and Satisfaction on Customer Loyalty in Sport Clubs (Bodybuilding and Aerobic)

Document Type : Research Paper

Authors

ahmad mahmoudi ¹

seyed Nasrolah Sajadi ²

mahmoud goudarzi ³

¹ . MSc. of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

² . Associate Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

³ 3. Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

https://doi.org/10.22059/jsm.2015.53644

Abstract

This study examined the effect of service quality and satisfaction on customer loyalty in sport clubs of Tehran city. The study was descriptive-correlation which was conducted as a field study. The statistical population consisted of customers who attended bodybuilding, fitness and aerobics sport clubs for at least 6 months in Tehran. 5 districts (out of 22) of Tehran city were selected by cluster sampling method and 8 clubs were selected randomly from each district and 10 subjects were selected randomly from each club. Finally, 384 subjects were selected as the sample using Morgan table. 450 questionnaires were distributed and 417 acceptable questionnaires were returned. To collect data, a questionnaire from the doctoral dissertation of Yi-Chin Liu (2008) was used. For demographic analysis, descriptive statistics were used and inferential statistics including confirmatory factor analysis test, Kolmogorov-Smirnov test, Pearson correlation coefficient and multiple regression were used as well. Findings showed a positive significant relationship between service quality and satisfaction with customer loyalty. Satisfaction was a stronger predictor of customer loyalty than service quality.

Keywords

customer

Loyalty

Satisfaction

Service quality

Sport Club

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