Hizmet Kalitesinin Müşteri Memnuniyeti Üzerine Etkisi: Fitness Merkezlerinde Ampirik Bir Uygulama

Yıl 2018, Cilt: 3 Sayı: 1, 1 - 8, 30.01.2018

Süleyman Murat Yıldız Mehdi Duyan İlker Günel

https://doi.org/10.25307/jssr.344971

Cited By: 10

Öz

Bu çalışmada fiziksel
etkinlik hizmetleri sunan fitness merkezlerinde hizmet kalitesinin müşteri
memnuniyetine etkisinin incelenmesi amaçlanmıştır. Veri toplama aracı olarak,
hizmet kalitesine yönelik Yıldız ve Kara’nın (2012) geliştirdiği QSport-14
ölçeği, müşteri memnuniyetine yönelik ise Cronin, Brady ve Hult’un (2000) geliştirdiği memnuniyet ölçeği
kullanılmıştır. Veriler Antalya ilinde ticari olarak faaliyet gösteren 3 farklı
fitness merkezinin müşterilerinden (n=227)
elde edilmiştir. Ölçeklerin
güvenirliklerini belirlemek amacıyla yapılan güvenirlik testi sonucunda
QSport-14 ölçeğinin Cronbach Alpha değeri 0,849, müşteri memnuniyeti ölçeğinin
Cronbach Alpha değeri ise 0,743 olarak bulunmuştur. Hizmet kalitesinin müşteri
memnuniyeti üzerine etkisini belirleyebilmek için hiyerarşik regresyon analizi
uygulanmıştır. QSport-14 ölçeğinin alt boyutları olan “personel”, “fiziksel
özellikler” ve “program” değişkenlerinin müşteri memnuniyeti üzerine etkisi
ayrı ayrı değerlendirilmiştir. Analizler sonucunda, fitness merkezlerindeki
hizmet kalitesinin (ve alt boyutları olan personel, fiziksel özellikler ve
program değişkenlerinin) müşteri memnuniyeti üzerinde anlamlı ve pozitif etkisi
bulunmuştur (p<0,001). Bu alt boyutlardan, müşteri memnuniyeti üzerine en
yüksek etki personel (β=,492) alt
boyutudur, ardından program (β=,444)
ve fiziksel özellikler (β=,432)
gelmektedir. Diğer taraftan demografik değişkenlerin müşteri memnuniyeti
üzerine herhangi bir anlamlı etkisi ise görülmemiştir. Bu sonuçlara göre,
fiziksel egzersiz hizmeti sunan fitness merkezlerinde müşteri memnuniyeti
sağlayabilmenin yolu (başta personel olmak üzere, program ve fiziksel
özellikler yönüyle) hizmet kalitesini arttırmaktan geçtiği söylenebilir.

Anahtar Kelimeler

Hizmet kalitesi, müşteri memnuniyeti, fitness merkezi

The Effect of Service Quality on Customer Satisfaction: An Empirical Study on Fitness Centers’ Customers

Öz

In this study, it is aimed to examine the effect of
service quality on customer satisfaction in fitness centers offering physical
activity services. As data collection tool, QSport-14 scale developed by Yildiz
and Kara (2012) for service quality, and satisfaction scale developed by
Cronin, Brady and Hult (2000) were used customer satisfaction. Data were obtained from 3 different fitness centers
(n=227) operating in Antalya province. As a result of the reliability test to
determine the reliability of the scales, the Cronbach Alpha value of QSport-14
was found as 0,849 and the Cronbach Alpha value of customer satisfaction scale
was found as 0,7443. Hierarchical regression
analysis was applied to determine the effect of service quality on customer
satisfaction. The impact of the
"staff", "installations" and "programme"
variables on the customer satisfaction, which are the subscales of the
QSport-14 scale, were evaluated separately. As a result of the analyzes, the
quality of service in the fitness centers (and sub-dimensions of staff,
installations and program variables) had significant and positive effect on
customer satisfaction (p <0.001). From these sub-dimensions, the highest effect on customer satisfaction is the staff (β=,492), followed
by the program (β=,446) and installations (β=,433). On the other hand, demographic variables have no
meaningful affection on customer satisfaction. According to these results, it
can be said that the way of providing customer satisfaction in fitness centers
offering physical exercise services has gone through increasing the service
quality (mainly staff, program and installations).

Anahtar Kelimeler

Service quality, Customer satisfaction, Fitness center

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