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FİTNESS MERKEZİ MÜŞTERİLERİNİN HİZMET KALİTESİNE YÖNELİK BEKLENTİ VE ALGILARININ DEĞERLENDİRİLMESİ

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

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

References

  • Afthinos, Y., Theodorakis, N.D. ve Nassis, P. (2005). Customers' expectations of service in Greek fitness centers'. Managing Service Quality, 15(3), 245- 258.
  • Akgül, A. ve Çevik, O. (2003). İstatistiksel Analiz Teknikleri. Ankara: Emek Ofset Ltd.Şti.
  • Akgül, B.M., Sarol, H. ve Gürbüz, B. (2009). Rekreasyonel amaçlı hizmet veren spor işletmelerinin hizmet kalitesinin belirlenmesi. Gazi Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi, 14(3), 33-39.
  • Chang, K. ve Chelladurai, P. (2003). System-based quality dimensions in fitness services: development of the scale of quality. The Service Industries Journal, 23(5), 65-83.
  • Chelladurai, P., Scott, F. L. ve Haywood-Farmer, J. (1987). Dimensions of fitness services: development of a model. Journal of Sport Management, 1, 159- 172.
  • Cronin, J.J. ve Taylor, S.A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
  • Cronin, J.J. ve Taylor, S.A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131.
  • Grönroos, C. (1984). A service quality model and its marketing implementations. European Journal of Marketing, 18(4), 36-44.
  • Gurbuz, B., Kocak, S. ve Lam, T.C.E. (2005). The reliability and validity of the Turkish version of the service quality assessment scale. Education and Science, 30 (38), 70-77.
  • Lam, E.T.C., Zhang, J.J. ve Jensen, B.E. (2005). Service quality assessment scale (SQAS): an instrument for evaluating service quality of health–fitness clubs. Measurement in Physical Education And Exercise Science, 9(2), 79-111.
  • Papadimitriou, D. A. ve Karteliotis, K. (2000). The service quality expectations in private sport and fitness centers: a re-examination of the factor structure. Sport Marketing Quarterly, 9(3), 158-164.
  • Parasuraman, A., Zeithaml, V.A. ve Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Parasuraman, A., Zeithaml, V.A. ve Berry, L.L. (1988). SERVQUAL: A multiple- item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  • Rueangthanakiet, P. (2008). Members’ satisfaction of fitness service quality: a case study. A Master’s Project, Master of Arts Degree in Business English for International Communication at Srinakharinwirot University, California.
  • Yıldız, S.M. (2008). Spor hizmetleri kalitesini değerlendirmede kullanılabilecek hizmet kalitesi modelleri ve ölçüm araçları. Gazi Beden Eğitimi ve Spor Bilimleri Dergisi, 8(3), 38-48.
  • Yıldız, S.M. (2009). Service quality models in participant sports services. Ege Academic Review, 9(4), 1213-1224.
  • Yıldız, S.M. (2010). Spor ve Fiziksel Etkinlik Hizmetleri Pazarlaması. Ankara: Detay Yayınevi.

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

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

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

References

  • Afthinos, Y., Theodorakis, N.D. ve Nassis, P. (2005). Customers' expectations of service in Greek fitness centers'. Managing Service Quality, 15(3), 245- 258.
  • Akgül, A. ve Çevik, O. (2003). İstatistiksel Analiz Teknikleri. Ankara: Emek Ofset Ltd.Şti.
  • Akgül, B.M., Sarol, H. ve Gürbüz, B. (2009). Rekreasyonel amaçlı hizmet veren spor işletmelerinin hizmet kalitesinin belirlenmesi. Gazi Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi, 14(3), 33-39.
  • Chang, K. ve Chelladurai, P. (2003). System-based quality dimensions in fitness services: development of the scale of quality. The Service Industries Journal, 23(5), 65-83.
  • Chelladurai, P., Scott, F. L. ve Haywood-Farmer, J. (1987). Dimensions of fitness services: development of a model. Journal of Sport Management, 1, 159- 172.
  • Cronin, J.J. ve Taylor, S.A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
  • Cronin, J.J. ve Taylor, S.A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131.
  • Grönroos, C. (1984). A service quality model and its marketing implementations. European Journal of Marketing, 18(4), 36-44.
  • Gurbuz, B., Kocak, S. ve Lam, T.C.E. (2005). The reliability and validity of the Turkish version of the service quality assessment scale. Education and Science, 30 (38), 70-77.
  • Lam, E.T.C., Zhang, J.J. ve Jensen, B.E. (2005). Service quality assessment scale (SQAS): an instrument for evaluating service quality of health–fitness clubs. Measurement in Physical Education And Exercise Science, 9(2), 79-111.
  • Papadimitriou, D. A. ve Karteliotis, K. (2000). The service quality expectations in private sport and fitness centers: a re-examination of the factor structure. Sport Marketing Quarterly, 9(3), 158-164.
  • Parasuraman, A., Zeithaml, V.A. ve Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Parasuraman, A., Zeithaml, V.A. ve Berry, L.L. (1988). SERVQUAL: A multiple- item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  • Rueangthanakiet, P. (2008). Members’ satisfaction of fitness service quality: a case study. A Master’s Project, Master of Arts Degree in Business English for International Communication at Srinakharinwirot University, California.
  • Yıldız, S.M. (2008). Spor hizmetleri kalitesini değerlendirmede kullanılabilecek hizmet kalitesi modelleri ve ölçüm araçları. Gazi Beden Eğitimi ve Spor Bilimleri Dergisi, 8(3), 38-48.
  • Yıldız, S.M. (2009). Service quality models in participant sports services. Ege Academic Review, 9(4), 1213-1224.
  • Yıldız, S.M. (2010). Spor ve Fiziksel Etkinlik Hizmetleri Pazarlaması. Ankara: Detay Yayınevi.
There are 17 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Süleyman Murat Yıldız This is me

Özlem Tüfekçi This is me

Publication Date December 1, 2010
Published in Issue Year 2010 Volume: 13 Issue: 24

Cite

APA Yıldız, S. M., & Tüfekçi, Ö. (2010). FİTNESS MERKEZİ MÜŞTERİLERİNİN HİZMET KALİTESİNE YÖNELİK BEKLENTİ VE ALGILARININ DEĞERLENDİRİLMESİ. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(24), 1-11.

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