social responsibility and perceived quality on the response of customers of physical fitness clubs in Mashhad
Poster Presentation
Paper ID : 2066-SSRC
Authors
1Master of sports management, Sanabad Golbahar Institute Of Higher Education , Iran
2Assistant Professor of Sports Management, Ferdowsi University of Mashhad, Iran
3Full Professor of Sports Management, Ferdowsi University of Mashhad, Iran
4PhD student of Sports Management, Ferdowsi University of Mashhad, Iran
Abstract
Purpose: The purpose of the present study was to investigate the role of social responsibility and perceived quality on the response of customers (satisfaction, loyalty, trust) of Mashhad aerobic fitness clubs.
Methodology: This research is applied in terms of purpose and causal-correlational in terms of method and nature. The statistical population of the current research consists of all clients of physical fitness and aerobics clubs in Mashhad city (men and women) in 2016. In this research, using simple cluster-random sampling method with proportional allocation and according to Cochran's sample size formula for infinite societies, 384 people were selected as the research sample. In order to collect information from Carroll's (1999) social responsibility questionnaires, Kumar et al.'s (2009) perceived quality, Morgan and Hunt's (1994) customer loyalty to services, Fornell et al.'s (1996) customer satisfaction, and Morgan and Hunt's (1996) customer trust in services provided. 1994) was used to evaluate the validity and reliability of the research instrument. All stages of description and statistical analysis were done by SPSS version 24 and Amos version 24 software.
Findings: The inferential results of the research indicated that the final research model had a good fit at the significance level of 0.05. Also, the results showed that social responsibility and perceived quality have a significant effect on the response of customers (satisfaction, loyalty, trust) of aerobic fitness clubs.
Conclusion: Therefore, first of all, it is recommended to the owners of sports clubs and secondly to the decision-makers in the field of sports to provide the opportunity for more people to participate in sports by studying the suggestions presented in this research and similar research.
Methodology: This research is applied in terms of purpose and causal-correlational in terms of method and nature. The statistical population of the current research consists of all clients of physical fitness and aerobics clubs in Mashhad city (men and women) in 2016. In this research, using simple cluster-random sampling method with proportional allocation and according to Cochran's sample size formula for infinite societies, 384 people were selected as the research sample. In order to collect information from Carroll's (1999) social responsibility questionnaires, Kumar et al.'s (2009) perceived quality, Morgan and Hunt's (1994) customer loyalty to services, Fornell et al.'s (1996) customer satisfaction, and Morgan and Hunt's (1996) customer trust in services provided. 1994) was used to evaluate the validity and reliability of the research instrument. All stages of description and statistical analysis were done by SPSS version 24 and Amos version 24 software.
Findings: The inferential results of the research indicated that the final research model had a good fit at the significance level of 0.05. Also, the results showed that social responsibility and perceived quality have a significant effect on the response of customers (satisfaction, loyalty, trust) of aerobic fitness clubs.
Conclusion: Therefore, first of all, it is recommended to the owners of sports clubs and secondly to the decision-makers in the field of sports to provide the opportunity for more people to participate in sports by studying the suggestions presented in this research and similar research.
Keywords