Sport Management Journal

A Study of the Relationship between Market Orientation and Service Quality Provided in Bodybuilding Clubs of Kermanshah City

Document Type : Research Paper

Authors

Nasser Bai 1
Zahra Haji Anzehaie 2
Reza Soleymani Moghaddam 3
Mohammad Noor Mohayya 4

1 Assistant Professor, Department of Physical Education, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran

2 . Assistant Professor, Department of Physical Education, Central Tehran Branch, Islamic Azad University, Tehran, Iran

3 Ph.D.Student of Sport Management, University of Tehran, Tehran, Iran

4 MSc Student, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

https://doi.org/10.22059/jsm.2018.65872
Abstract
The aim of this study was to investigate the relationship between market orientation and service quality provided in bodybuilding clubs of Kermanshah city. The population consisted of all managers of bodybuilding clubs of Kermanshah city (N=153). 113 subjects were selected as the sample by simple random sampling method and Cochran Table and finally 103 questionnaires were returned. To collect data, Market Orientation Questionnaire developed by Ramayah et al. (2011) and Provided Service Quality Questionnaire developed by Lassar et al. (2002) were used. Descriptive and inferential statistics were used for data analysis. The findings showed no significant relationship between customer orientation and provided service quality. A positive and significant relationship was observed between competitor orientation and provided service quality. Also, a significant and positive relationship was observed between inter-functional coordination and provided service quality. Among dimensions of market orientation, competitor orientation and inter-functional coordination had the ability to predict provided service quality.

Keywords

Competitor orientation
customer orientation
Kermanshah City
market orientation
Service quality
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Sport Management Journal
Volume 9, Issue 4
Spring 2018
Pages 649-662

  • Receive Date 15 May 2018

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