The Effect of Service Quality in Sports Businesses on Customer Satisfaction

Year 2024, , 200 - 223, 30.09.2024

Ali Gürel Göksel , Mürüvvet Çoban , Aygün Akgül

https://doi.org/10.47778/ejsse.1518961

Abstract

Sports businesses need to improve their service quality to achieve their goals continuously. Enterprises that can achieve this will have a positive effect on customer satisfaction and will be able to sustain their existence and allow their businesses to grow. The problem statement of the research is "Is there a relationship between perceived service quality and customer satisfaction in sports businesses?". In this direction, the research aims to examine the relationship between service quality and customer satisfaction in enterprises in terms of different demographic variables. The population of the study consisted of 885 members who receive active service in Mugla Culture Art Sports Center and Trade LLC sports enterprises. The sample consisted of 375 people over the age of 18, 123 of whom were female and 252 of whom were male. To collect the data needed for the research, the personal information form prepared by the researchers, the Sports Facilities Customer Satisfaction Scale (SFCSS) developed by Yıldırım (2017), and the Fitness Centers Service Quality Scale (FCSQS) developed by Sevilmiş (2019) was used. The data were collected a face-to-face questionnaire technique. SPSS 26.0 package program was used to analyze the collected data. Frequency and percentage analyses were used to determine the demographic structure of the data. A T-test was used to investigate the relationship between two independent variables and a one-way analysis of variance (ANOVA) was used to examine the relationship between three or more variables. Statistical analyses were interpreted based on a p<0.05 significance level. The results of the analyses showed that the Cronbach Alpha values of the scales and sub-dimensions were highly reliable. The findings revealed a strong and positive relationship between service quality and customer satisfaction (r=0.613, p<0.01). This means that customer satisfaction increases with the increase in service quality in sports facilities.

Keywords

Sports businesses, Service quality, Customer satisfaction

Supporting Institution

TUBITAK 2209-A University Students Research Projects Support Program

Project Number

1919B012204451

Thanks

This study was supported by TUBITAK 2209/A University Students Research Projects Support Program with the project application number 1919B012204451 within the scope of the 1st Term of 2022. We would like to thank TUBITAK for their support.

Spor İşletmelerindeki Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi

Abstract

Spor işletmelerinin hedeflerine ulaşabilmeleri için hizmet kalitelerini sürekli geliştirmeleri gerekmektedir. Bunu başarabilen işletmeler müşteri memnuniyetine olumlu yönde etki ederek hem varlıklarını süründürebilecek hem de işletmelerinin büyümesine olanak tanıyacaktır. Araştırmanın problem cümlesi “spor işletmelerinde algılanan hizmet kalitesi ile müşteri memnuniyeti arasında bir ilişki var mıdır?” şeklindedir. Bu doğrultuda araştırmanın amacı, işletmelerdeki hizmet kalitesi ile müşteri memnuniyeti arasındaki ilişkinin farklı demografik değişkenler açısından incelenmesidir. Araştırmanın evrenini Muğla Kültür Sanat Spor Merkezi ve Ticaret LTD. ŞTİ spor işletmesinde aktif hizmet alan 885 üye oluşturmuştur. Örneklemi ise 18 yaşından büyük 123’ü kadın ve 252’si erkek toplamda 375 kişi oluşturmuştur. Araştırmanın ihtiyaç duyduğu verileri toplayabilmek için araştırmacılar tarafından hazırlanan kişisel bilgi formu, Yıldırım (2017) tarafından geliştirilen Spor Tesisleri Müşteri Memnuniyeti Ölçeği (STMMÖ) ve Sevilmiş (2019) tarafından geliştirilen Fitness Merkezleri Hizmet Kalitesi Ölçeği (FMKHÖ) kullanılmıştır. Veriler yüz yüze anket tekniğiyle toplanmıştır. Toplanan verilerin analizlerini gerçekleştirebilmek için SPSS 26.0 paket programı kullanılmıştır. Verilerin demografik yapısını tespit etmek için frekans ve yüzde analizleri kullanılmıştır. İki bağımsız değişken arasındaki ilişkiyi analiz etmek için t-testi, üç veya daha fazla değişkenin ilişkilerini incelemek için ise tek yönlü varyans analizi (ANOVA) yapılmıştır. İstatistiksel değerlendirmelerde p<0,05 anlamlılık düzeyi temel alınarak yorumlar yapılmıştır. Analiz sonuçları, ölçeklerin ve alt boyutlarının Cronbach Alpha değerlerinin yüksek güvenilirlikte olduğunu göstermiştir. Bulgular, hizmet kalitesi ile müşteri memnuniyeti arasında güçlü ve olumlu bir ilişki olduğunu ortaya koymuştur (r=0,613, p<0,01). Bu sonuçlar, spor tesislerindeki hizmet kalitesinin artmasıyla müşteri memnuniyetinin de arttığını ifade etmektedir.

Keywords

Spor işletmeleri, Hizmet kalitesi, Müşteri memnuniyeti

Ethical Statement

İlgili araştırma bilimsel etik kurallarına uygun olarak hazırlanmıştır.

Supporting Institution

TÜBİTAK 2209-A Üniversite Öğrencileri Araştırma Projeleri Destekleme Programı

Project Number

1919B012204451

Thanks

Bu çalışma TÜBİTAK 2209/A Üniversite Öğrencileri Araştırma Projeleri Destekleme Programı 2022 yılı 1. Dönem kapsamında 1919B012204451 proje başvuru numarası ile desteklenmiştir. Desteklerinden dolayı TÜBİTAK’a teşekkür ederiz.

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