نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه صنعتی شاهرود
2 دانشگاه شاهرود
چکیده
هدف از مطالعه حاضر شناسایی و بررسی عوامل مؤثر بر رضایتمندی مشتریان اماکن ورزشی بر مبنای مدل اهمیت-عملکرد می‌باشد. جامعه آماری این پژوهش را کلیه مشتریان اماکن ورزشی شهر مشهد تشکیل دادند که از بین آن‌ها 396 نفر به‌صورت در دسترس به‌عنوان نمونه آماری انتخاب شدند. ابزار مورداستفاده جهت گردآوری داده‌ها، پرسشنامه محقق ساخته‌ای است که در قالب 13 عامل و 55 سؤال طراحی شد. نتایج پژوهش نشان داد از 13 عامل مؤثر بر رضایتمندی مشتریان، 6 عامل در مشتریان مرد و 7 عامل در بانوان در ناحیه اولویت کم، 6 عامل در مشتریان مرد و 2 عامل در مشتریان زن در ناحیه تمرکز بر آن و 1 عامل در مشتریان مرد و 4 عامل در بانوان در ناحیه حفظ عملکرد قرار گرفتند. 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. درنهایت عوامل قرارگرفته در ناحیه حفظ عملکرد ازنظر مشتریان نه‌تنها مهم هستند بلکه از عملکرد آن‌ها نیز رضایت دارند.
کلیدواژه‌ها
عنوان مقاله [English]
An Investigation of Effective Factors on Customers’ Satisfaction of Mashhad City Sport Places Based on Important- Performance Analysis Model
چکیده [English]
The purpose of this study was the investigation of effective factors on customers’ satisfaction of Mashhad city sports places based on IPA model. The population of this study included all Customers of Mashhad city sports facilities. Out of which 396 person were chosen by convenience sampling. The questionnaire that was designed by investigator used for data collection.This questionnaire included 13 factors and 55 questions. The research results showed 13 factors affecting on the customers’ satisfaction, 6 factors among males and 7 factors among females were in the lower priority area, 6 factors among males and 2 factors among females were in the concentrate here area and 1 factor among males and 4 factors among females were in the keep up the good work. The factors that have been in the lower priority area are not threatening for the system operation and don’t require immediate correction. The factors that have been in the concentrate here area, requires immediate reform and in this respect have high priority. Finally, the factors that have been in the keep up the good work area not only are important for the customers but also satisfied with their performance.
کلیدواژه‌ها [English]
- Customers’ satisfaction
- Importance- Performance Analysis
- Mashhad city
- sport facilities
- sport for all
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