FİTNESS MERKEZİ MÜŞTERİLERİNİN HİZMET KALİTESİNE YÖNELİK BEKLENTİ VE ALGILARININ DEĞERLENDİRİLMESİ

Year 2010, Volume: 13 Issue: 24, 1 - 11, 01.12.2010

Süleyman Murat Yıldız Özlem Tüfekçi

Abstract

Araştırmanın Amacı: Bu çalışma, Fitness Merkezi müşterilerinin hizmet sunumuna yönelik algılamaları ile hizmetten beklentilerini tespit etmek ve bazı demografik özelliklere göre hizmet beklentilerinin farklılık gösterip göstermediğini incelemek amacıyla gerçekleştirildi. Yöntem: Veri toplama aracı olarak, Fitness Merkezlerinin hizmet kalitesini ölçmek amacıyla Lam, Zhang ve Jensen 2005 tarafından geliştirilen SQAS Service Quality Assessment Scale ölçeği kullanıldı. Araştırmada kullanılan veriler Türkiye’de faaliyet gösteren ticari bir Fitness Merkezi müşterilerinden n=203 elde edildi. Ölçeğin iç tutarlılığı Cronbach Alpha yöntemi ile test edildi ve boyutların güvenirlik katsayılarının 0.70’in üzerinde olduğu görüldü. Hizmet kalitesini değerlendirmede Boşluk Modeli Parasuraman, Zeithaml ve Berry, 1988 kullanıldı ve bu yöntemle algılama skorları beklenti skorlarından çıkarılarak arasındaki boşluklar tespit edildi. Gruplar arası farklılıkları bulmak için “eşleştirilmiş-örneklem t testi” ve “bağımsız-örneklem t testi” kullanıldı. Bulgular ve Sonuçlar: Elde edilen bulgular, algılanan hizmet ile beklenen hizmet arasında 0,24 birimlik bir boşluğun ve p

Keywords

Fitness merkezi, hizmet kalitesi, beklenti, algılama

Assessment of Expectations and Perceptions of Fitness Center Customers for Service Quality

Abstract

Purpose of the Study: This study was done to identify the perceptions and expectations of Fitness Center customers for service quality and to examine whether their service expectations differ or not with respect to some demographic variables. Method: SQAS Service Quality Assessment Scale instrument, which was developed by Lam, Zhang and Jensen 2005 , was used as a means to collect data to measure the service quality of Fitness Centers. The data used in the research were obtained from the customers n=203 of a Fitness Center in Turkey. Internal consistency of the measure was tested by Cronbach Alpha method and reliability coefficients of the dimensions were seen over 0.70. Gap Model Parasuraman, Zeithaml and Berry, 1988 was used to assess the service quality and thus the gaps were identified by subtracting the perception scores from the expectation scores. The inter-group differences were compared with paired-samples t test and independent-samples t test. Findings and Results: The findings obtained indicated a gap of 0,24 units between the service perceived and the service expected and a meaningful difference at p

Keywords

Fitness center, service quality, expectation, perception

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