The Relationship among service quality, customer satisfaction, and customer loyalty: An empirical investigation of sports and physical activity sector

Year 2019, Volume: 2019 Issue: 1, 17 - 30, 15.01.2019

Süleyman Murat Yıldız , Mehdi Duyan

Abstract

This study examined the hierarchical relationship among service
quality, customer satisfaction and customer loyalty for sports and physical
activity sector. Considering the service characteristics and heterogeneous
nature of sports services, it is conceptualized that customer satisfaction will
play a mediating role between service quality and customer loyalty. Using
previously developed and tested instruments in the literature, the relationship
among these constructs were empirically tested using primary data collected
(n=172) from current customers of a large sports and physical activity center,
which specializes service offerings in the area of water sports and exercises. Consequently, it was
revealed that customer satisfaction played a partially mediating role in the
relationship between service quality and customer loyalty.

Keywords

service quality, customer satisfaction, customer loyalty

References

• Alexandris, K., Zahariadis, C., Tsorbatzoudis, C. and Grouios, G., 2004. An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context. European Sport Management Quarterly, 4(1), 36–52.
• Anderson, E.W., Fornell, C. and Lehmann, D.R., 1994. Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66.
• Asubonteng, P., McCleary, K.J. and Swan, J.E., 1996. SERVQUAL revisited: A critical review of service quality. Journal of Services Marketing, 10(6), 62–81.
• Babakus, E. and Boller, G.W., 1992. An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24(3), 253–268.
• Baker, D.A. and Crompton, J.L., 2000. Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804.
• Brady, M.K., Voorhees, C.M., Cronin, J.J. and Bourdeau, B.L., 2006. The good guys don’t always win: The effect of valence on service perceptions and consequences. Journal of Services Marketing, 20(2), 83–91.
• Bernhardt, K.L., Donthu, N. and Kennett, P.A., 2000. A longitudinal analysis of satisfaction and profitability. Journal of Business Research, 47(2), 161–171.
• Bitner, M.J., 1990. Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69–82.
• Bitner, M.J. and Hubbert, A.R., 1994. Encounter satisfaction versus overall satisfaction versus quality: The customer's voice. In: Rust, R. T. and Oliver, R. L., Editors, 1994. Service Quality: New Directions in Theory and Practice. Sage, Beverley Hills, CA, 72–94.
• Bloemer, J., Ruyter, K. and Wetzels, M., 1999. Linking perceived service quality and service loyalty: A multi-dimensional perspective. European Journal of Marketing, 33(11/12),1082–1106.
• Bolton, R.N. and Drew, J.H., 1991. A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1–9.
• Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A., 1993. A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7–27.
• Bowen, J.T. and Chen, S.L., 2001. The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213–217.
• Brady, M.K., Cronin, J.J. and Brand, R.R., 2002. Performance-only measurement of service quality: A replication and extension. Journal of Business Research, 55(1), 17–31.
• Brady, M.K. and Cronin, J.J., 2001. Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34–49.
• Browne, M.W. and Cudeck, R., 1993. Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (pp. 136–162). Newbury Park, CA: Sage.
• Buttle, F., 1996. SERVQUAL: Review, critique, research agenda. European Journal of Marketing, 30(1), 8–32.
• Byrne, B.M., 2001. Structural equation modeling with AMOS–Basic concepts, applications, and programming. Mahwah, NJ: Lawrence Erlbaum Associates.
• Carman, J.M., 1990. Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33–55.
• Caruana, A., 2002. Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811–828.
• 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(2), 193–218.
• Cronin, J.J. and Taylor, S.A., 1992. Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
• 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.
• Cevik, H., Simsek, K.Y. and Yilmaz, I., 2017. The evaluating of service quality in recreational sport events: Kite festival sample. Pamukkale Journal of Sport Sciences, 8(1), 73–93.
• Dabholkar, P., 1995. A contingency framework for predicting causality between customer satisfaction and service quality. Advances in Consumer Research, 22, 101–108.
• Dabholkar, P., Shepher, D.C. and Thorpe, D.I., 2000. A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2), 139–173.
• Dick, A.S. and Basu, K., 1994. Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113.
• Ekmekçi D.Y.A., Ekmekçi R., İrmiş A. (2013). Globalization and the sport industry. Pamukkale Journal of Sport Sciences, 4(1), 91–117.
• Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J. and Bryant, B.E., 1996. The American Customer Satisfaction Index: Nature, purpose, and findings. Journal of Marketing, 60 (October), 7–18.
• Grandzol, J.R. and Gershon, M., 1998. A survey instrument for standardizing TQM modeling research. International Journal of Quality Science, 3(1), 80–105. Grönroos, C., 1984. A service quality model and its marketing implementations. European Journal of Marketing, 18(4), 36–44.
• Hair, J.F.Jr., Anderson, R.E., Tatham, R.L. and Black, W.C., 1995. Multivariate data analysis with readings. Prentice Hall, NJ. Howat, G., Crilley, G. and McGrath, R., 2008. A focused service quality, benefits, overall satisfaction and loyalty model for public aquatic centers. Managing Leisure, 13(3/4), 139–161.
• Howat, G., Murray, D. and Crilley, G., 1999. The relationships between service problems and perceptions of service quality, satisfaction, and behavioral intentions of Australian public sports and leisure center customers. Journal of Park and Recreation Administration, 17(2), 42–64.
• International Health, Racquet and Sportsclub Association (IHRSA), 2006. European Market Report.
• Jacoby, J. and Chestnut, R.W., 1978. Brand loyalty: Measurement and management. New York: John Wiley & Sons, Inc.
• Koo, G.Y., Andrew, D.P.S. and Kim, S., 2008. Mediated relationships between the constituents of service quality and behavioural intentions: A study of women's college basketball fans. International Journal of Sport Management and Marketing, 4(4), 390–411.
• Kuenzel, S. and Yassim, M., 2007. The effect of joy on the behavior of cricket spectators: The mediating role of satisfaction. Managing Leisure, 12, 43–57.
• Lam, E.T.C., Zhang, J.J. and 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.
• Lawrence, A.C., 1993. Measuring customer satisfaction. in: Scheuing, E.E. and Christopher, W.F., (Eds), The Service Quality Handbook, AMACOM, New York.
• Lenka, U., Suar, D. and Mohapatra, P.K.J., 2009. Service quality, customer satisfaction, and customer loyalty in Indian commercial banks. The Journal of Entrepreneurship, 18(1), 47–64.
• Lovelock, C., 2000. Services marketing: People, technology, strategy. 4th Edition, Prentice Hall, New Jersey.
• MacIntosh, E. and Doherty, A., 2007. Reframing the service environment in the fitness industry. Managing Leisure, 12(4), 273–289.
• Motallabi, N. and Najafzade, M.R., 2015. The effect of services quality on loyalty and satisfaction of sport customers in Orumyah (based on servqual model). Indian Journal of Fundamental and Applied Life Sciences, 5(2), 1101–1105.
• Murray, D. and Howat, G., 2002. The relationships among service quality, value, satisfaction, and future ıntentions of customers at an Australian sports and leisure centre. Sport Management Review, 5(1), 25–43.
• Oliver R.L., 1997. Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
• Oliver, R.L., 1999. Whence customer loyalty?. Journal of Marketing, 63, 33–44.
• Olsen, S.O., 2002. Comparative evaluation and the relationship between quality, satisfaction and repurchase loyalty. Journal of the Academy of Marketing Science, 30(3), 240–249.
• 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.
• 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.
• Parasuraman, A., Zeithaml, V.A. and Berry, L.L., 1994. Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111–124.
• Pilzer, P., 2007. The New Wellness Revolution, 2nd Ed., USA: John Wiley & Sons, Inc.
• Rahmati, T. and Honari, H., 2013. Analysis of relationship among service quality, members’ satisfaction and loyalty in aerobic clubs. International Journal of Academic Research in Business and Social Sciences, 3(3), 27–32.
• Reichheld, F.F., 2001. Lead for loyalty. Harvard Business Review, July/August, 79, 76–84.
• Robinson, L., 2006. Customer expectations of sport organizations. European Sport Management Quarterly, 6(1), 67–84.
• Rust, R.T. and Oliver, R.L., 1994. Service quality: Insights and managerial implications from the frontier. In Service quality: New directions in theory and practice, Roland T. Rust and Richard L. Oliver, Eds. Thousand Oaks, CA: Sage Publications, 1–19.
• Saravanan, R. and Rao, K.S.P., 2007. Measurement of service quality from the customer's perspective-an empirical study. Total Quality Management & Business Excellence, 18(3&4), 435–449.
• Sekendiz, B., Kocak, M.S. and Korkusuz, F., 2009. The status of the professional development programmes of the health and fitness industry in Turkey. International Journal Sport Management and Marketing, 5(4), 465–476.
• Shonk, D.J. and Chelladurai, P., 2008. Service quality, satisfaction, and intent to return in event sport tourism. Journal of Sport Management, 22(5), 587–602.
• Szymanski, D.M. and Henard, D.H., 2001. Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(16), 16–35.
• Simsek, K.Y., 2016. Quality perception of the 2012 world indoor athletics championships. Journal of Human Kinetics, 54(1), 181–194.
• Taylor, S.A., Sharland, A., Cronin, J.J. and Bullard, W., 1993. Recreational service quality in the international setting. International Journal of Service Industry Management, 4(4), 68–86.
• Tsuji, Y., Bennett, G. and Zhang, J., 2007. Consumer satisfaction with an action sports event. Sport Marketing Quarterly, 16(4), 70–81.
• Wantara, P., 2015. The relationships among service quality, customer satisfaction, and customer loyalty in library services. International Journal of Economics and Financial Issues, 5(1S), 264–269.
• Yildiz, S.M., 2009. Service quality models in participant sports services. Ege Academic Review, 9(4), 1213–1224.
• Yildiz, S.M., 2012. Instruments for measuring service quality in sport and physical activity services. Collegium Antropologicum, 36(2), 689–696.
• Yildiz, S.M. and Kara, A., 2012. A re-examination and extension of measuring perceived quality in physical activity and sports centers: The QSport-14 scale. International Journal of Sports Marketing & Sponsorship, 13(3), 189–208.
• Yoshida, M. and James, J.D., 2010. Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of Sport Management, 24(3), 338–361.
• Zeithaml, V.A., Berry, L.L. and Parasuraman, A., 1996. The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.