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

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

Abstract

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).

Keywords

• Service quality,Customer satisfaction,Fitness center

References

1. Adil, M. (2013). The relationship between service quality and customer satisfaction in India’s rural banking sector: An item analysis and factor-specific approach. The Lahore Journal of Business, 1(2), 43–63.
2. Babakus, E., and Boller, G.W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24, 253–268.
3. Buttle, F. (1996). Servqual: Review, critique, research agenda. European Journal of Marketing, 30(1), 8–32.
4. Carman, J.M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33–55.
5. Cevik, H., and Simsek, K.Y. (2017). The quality of five-star hotel animation services in Turkey with regard to tourists'demographics. Tourism, 65(3), 280–293.
6. Cronin, J.J., Brady, M.K., and Hult, G.T.M. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76, 193–218.
7. Cronin, J.J., and Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
8. Cronin, J.J., and 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.

9. Göksel, A., and Ekici, S. (2013). Research on customer satisfaction in enterprises providing water sports service. The Online Journal of Recreation and Sport, 2(4), 29-41.
10. Grönroos, C. (1984). A service quality model and its marketing implementations. European Journal of Marketing, 18(4), 36–44.
11. Karasar, N. (2005). Bilimsel araştırma yöntemleri. 15. Baskı, Ankara: Nobel Yayınevi.
12. Kotler, P., and Armstrong, G. (2004). Principles of Marketing. Pearson Prentice Hall.
13. Lovelock, C. (2000). Services marketing: People, technology, strategy. 4th Edition, New Jersey: Prentice Hall.
14. Mercanoğlu, A.O., Çevik, H., ve Şimşek, K.Y. (2015). Kampüs rekreasyonu kapsamında düzenlenen sportif rekreasyon etkinliklerinin hizmet kalitesinin değerlendirilmesi: Anadolu Üniversitesi Örneği. Akademik Sosyal Araştırmalar Dergisi, 3(9), 256-267.
15. Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
16. Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
17. Parasuraman, A, Zeithaml, V.A., and Berry, L.L. (1994). Reassessment of expectations as a comparison standard on measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111–124.
18. Savaş, N., and Yildiz, S.M. (2014). The Relationships between Service Quality, Customer Satisfaction and Customer Loyalty: An Empirical Investigation of Fitness Center. 13th International Sport Sciences Congress, Selcuk University, 7-9 November, Konya, Turkey.
19. Saygın, Ö. (2015). Long-term walking exercise may affect some physical functions in the elderly. Ethno Medicine, 9(3), 379–384.
20. Serarslan, M.Z., ve Kepoğlu, A. (2006). Spor örgütlerinde toplam kalite yönetimi. İstanbul: Morpa Kültür Yayınları.
21. Simsek, K.Y. (2016). Quality perception of the 2012 world indoor athletics championships. Journal of Human Kinetics, 54, 181–194.
22. Sureshchandar, G.S., Rajendran, C., and Anantharaman, R.N. (2002). The relationship between service quality and customer satisfaction – a factor specific approach. Journal of Services Marketing, 16(4), 363–379.
23. Teas, R.K., and DeCarlo, T.E. (2004). An examination and extension of the zone-of-tolerance model: A comparison to performance-based models of perceived quality. Journal of Service Research, 6, 272–286.
24. Thamnopoulos, Y., Tzetzis, G., and Laios, S. (2012). The impact of service quality and satisfaction on customers’ future intentions, in the sport spectators’ context. The Sport Journal, 15. (http://thesportjournal.org/article/the-impact-of-service-quality-and-satisfaction/).
25. Theodorakis, N., Kambitsis, C., and Laios, A. (2001). Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality: An International Journal, 11(6), 431–438.
26. Yerlisu Lapa, T., ve Baştaç, E. (2012). Antalya’da fitness merkezlerine devam eden bireylerin yaş, cinsiyet ve eğitimlerine göre bu merkezlere yönelik hizmet kalitesi değerlendirilmelerinin incelenmesi. Pamukkale Spor Bilimleri Dergisi, 3(1), 42–52.
27. Yıldız, K., Polat, E., Sönmezoğlu, U., ve Çokpartal, C. (2016). Fitness merkezi üyelerinin algıladıkları hizmet kalitesinin belirleyicileri üzerine bir analiz. Niğde Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi, 10(3), 453–464.
28. Yildiz, S.M., and Tüfekçi, Ö. (2010). Assessment of expectations and perceptions of fitness center customers for service quality. Balikesir University The Institute of Social Sciences, 13(24), 1–11.
29. Yildiz, S.M., and Kara, A. (2012). A re-examination and extension of measuring perceived quality in physical activity and sport centers: The QSport-14 scale. International Journal of Sports Marketing & Sponsorship, 13(3), 189–208.
30. Yildiz, S.M. (2012). Instruments for measuring service quality in sport and physical activity services. Collegium Antropologicum, 36(2), 689–696.