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تبیین ابعاد و مدلسازی روابط میان عوامل ملموس کیفیت خدمات و نیات رفتاری مشتریان مطالعه موردی: مشتریان مجموعه‌های بدنسازی شهرداری تهران

نوع مقاله : مقاله پژوهشی

نویسنده

دانشگاه الزهرا

چکیده

هدف از این تحقیق مدلسازی عوامل ملموس کیفیت خدمات و نیات رفتاری مشتریان بود. تحقیق به ‌روش توصیفی- پیمایشی انجام گرفت. نمونه‌ها 193 تن از مشتریان مجموعه‌های بدنسازی شهرداری تهران بودند. ابزار تحقیق دو پرسشنامۀ محقق‌ساخته شامل 44 و 9 سؤال بود که روایی آنها توسط پنج نفر از استادان مدیریت ورزشی تأیید. پایایی پرسشنامه‌ها نیز به‌ترتیب 944/0و 872/0 به‌دست آمد (001/0p <). در مدل حاضر، سازماندهی و قیمت به‌عنوان عوامل مستقل و  نیات رفتاری به‌عنوان عامل پاسخ شناسایی شدند. سازماندهی از مسیر عامل‌های تسهیلات با ضرایب اثر 426/0، علائم راهنما 423/0، تجهیزات 588/0، شرایط محیطی 578/0، دسترسی 454/0 و رنگ و دکوراسیون 317/0، بر نیات رفتاری تأثیر می‌گذارد (001/0p <). قیمت نیز با عامل‌های تسهیلات با ضرایب اثر 022/0−، علائم راهنما 137/0، تجهیزات 288/0، شرایط محیطی 278/0، دسترسی 202/0 و رنگ و دکوراسیون 282/0 بر نیات رفتاری تأثیر می‌گذارد. علاوه‌بر آن عامل‌های سازماندهی و قیمت به‌ترتیب معادل 31/0 و 156/0− بر نیات رفتاری اثرگذارند (001/0p <). مدیریت بهینۀ عوامل ملموس کیفیت خدمات از جمله عناصر فیزیکی از راهکارهای مفید برای توسعۀ توجه رفتاری مشتریان به مدیران است.

کلیدواژه‌ها

عنوان مقاله [English]

Explain dimensions and modeling of the relationship between Tangible Factors of service quality and Behavioral Intentions of customers Case Study: Fitness Complexes of Tehran's Municipality

نویسنده [English]

  • zhaleh Memari

چکیده [English]

The aim of this study was to model the tangible factors of service quality and behavioral intentions of customers. The method was descriptive - survey. The sample consisted of 193 customers of the bodybuilding clubs in Tehran Municipality. 2 researcher-made questionnaires (44 and 9 items) were used. Their validity was confirmed by 5 sport management professors and their reliability was calculated as 0.944 and 0.872 (p < /em><0.001). In the proposed model, organization and price were identified as independent factors and behavioral intentions as reply factor. Organization affected behavioral intentions through the path of these factors: facility with impact factor 0.426, signs 0.423, equipment 0.588, environmental conditions 0.578, access 0.454 and color and decoration 0.317 (p < /em><0.001). Price affected behavioral intentions through these factors: facility with impact factor -0.022, signs 0.137, equipment 0.288, environmental conditions 0.278, access 0.202 and color and decoration 0.282. In addition, organization and price (respectively 0.31 and -0.156) influenced behavioral intentions (p < /em><0.001). An optimal management of tangible factors of service quality such as physical elements is helpful to develop customers' behavioral attention to managers.

کلیدواژه‌ها [English]

  • behavioral intentions
  • customers
  • sport gyms of Tehran Municipality
  • tangible factors of service quality
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نشریه مدیریت ورزشی
دوره 10، شماره 2
تیر 1397
صفحه 337-313
فایل ها
سابقه مقاله
  • تاریخ دریافت: 04 خرداد 1395
  • تاریخ بازنگری: 14 دی 1397
  • تاریخ پذیرش: 15 بهمن 1395
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