The Effect of Service Quality on Customer Satisfaction of Swimming Pools in Tabriz City
Poster Presentation
Paper ID : 1705-SSRC
Authors
Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran.
Abstract
Introduction: Managers of service units often use the criteria and indicators of service quality and customer satisfaction to measure the level of satisfaction of customers' needs by the organization. One of the goals of marketing is to get customer satisfaction, and it is necessary to get customer satisfaction, to identify their needs, desires, preferences, ways of thinking, tendencies, abilities, and limitations. Therefore, the quality of services and customer satisfaction are the attention of marketers and academic researchers. Today, the goal of organizations is to provide quality services according to the needs and demands of customers. This issue can provide the basis for the return of customers to the organization and bring more profit to it, and finally ensure the survival of the organization in the highly competitive market. The purpose of this research is to investigate the effect of service quality on the customer satisfaction of swimming pools in Tabriz city.
Methods: 277 customers of swimming pools in Tabriz city, voluntarily filled out the Parasuraman et al (1977) service quality and the Oliver (1997) customer satisfaction questionnaires. Multiple regression analysis in SPSS software was used to analyze the data.
Results: The results of the one sample t test showed that from the point of view of sports customers, the quality of services and customer satisfaction of Tabriz swimming pools is above average. The results of multiple regression analysis indicated that service quality components explain 72.9% of the changes in the satisfaction variable and the greatest effect is related to the tangibles component (β=0.455, Sig=0.001).
Conclusion: In general, it can be said that if the customer's expectations are higher than her/his perceptions, she will be dissatisfied, but if the customer's perceptions of the service performance are higher than her/his expectations, customer satisfaction will follow.
Methods: 277 customers of swimming pools in Tabriz city, voluntarily filled out the Parasuraman et al (1977) service quality and the Oliver (1997) customer satisfaction questionnaires. Multiple regression analysis in SPSS software was used to analyze the data.
Results: The results of the one sample t test showed that from the point of view of sports customers, the quality of services and customer satisfaction of Tabriz swimming pools is above average. The results of multiple regression analysis indicated that service quality components explain 72.9% of the changes in the satisfaction variable and the greatest effect is related to the tangibles component (β=0.455, Sig=0.001).
Conclusion: In general, it can be said that if the customer's expectations are higher than her/his perceptions, she will be dissatisfied, but if the customer's perceptions of the service performance are higher than her/his expectations, customer satisfaction will follow.
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