EXAMINATION OF CONSUMER SATISFACTION OF PARENTS PARTICIPATING IN BABY SWIMMING ACTIVITY ACCORDING TO DEMOGRAPHIC VARIABLES

Year 2019, Volume: 17 Issue: 4, 68 - 80, 30.12.2019

Hüseyin Çevik , Kerem Yıldırım Şimşek , Gizem Turhan

https://doi.org/10.33689/spormetre.534448

Cited By: 1

Abstract

Baby-swimming programme that children
participate together with their parents is one of the recently popular
recreational sports activities ensuring the development of their cognitive,
affective and psychomotor abilities. Program designers and businesses should
measure the satisfaction level of parents to ensure continuity in the program,
improve the program, and develop a strategy for the market segment. In this
research, the satisfaction level of parents who participate in baby-swimming
programme was examined according to demographics variables, which are used for
market segmentation. Research data were collected from the baby-swimming
program participants in Eskişehir, Bursa, Aydın, and İstanbul in the spring and
summer of 2017. A total of 304 participants selected by the convenience
sampling method were included in the study. The data were obtained by
questionnaires using face-to-face interview method. In the first part of the
questionnaire, “Sports Consumer Satisfaction Scale” developed by Alexandris and
Palialia, (1999) and adapted to the Turkish by Şimşek and Mercanoğlu (2014) was
taken place. In the second part, the demographic questions were given.
Descriptive statistics, t-test and ANOVA analysis were used to interpret the data.
The results of the analysis revealed that there was a statistically significant
difference in the satisfaction levels of the participants according to gender,
education and occupational demographicvariables. The research findings revealed
that there was a statistically significant difference in the satisfaction
levels of participants according to the gender, education and occupational
group demographic variables. It has been understood that female participants
were satisfied with the individual/psychological, educated parents were
satisfied with social, and workers were satisfied with health/fitness
dimensions about baby swimming programme. As a result, research
reveals that the satisfaction level of baby swimming programs varies according
to the demographic characteristics of the participants and provides opportunity
program managers to evaluate their program.  

Keywords

Recreational sport, baby swimming activity, consumer, satisfaction

BEBEK YÜZME AKTİVİTESİNE KATILAN EBEVEYNLERİN TÜKETİCİ TATMİNİNİN DEMOGRAFİK DEĞİŞKENLERE GÖRE İNCELENMESİ

Abstract

Çocukların ebeveynleri ile beraber katıldıkları bebek
yüzme programları bilişsel, duyuşsal ve psikomotor becerilerini gelişimine
katkı sağlayan, son zamanların popüler rekreasyonel spor aktiviteleri arasında
yer almaktadır. Program tasarlayıcılar ve işletmeler sunulan programa
devamlılığı sağlamak, programı iyileştirmek ve pazar bölümüne yönelik strateji
geliştirmek için, ebeveynlerin tatmin düzeyini ölçmelidir. Bu araştırmada da bebek
yüzme programına katılan ebeveynlerin tatmin düzeyleri demografik değişkenler
açısından incelenmiştir. Araştırma verileri 2017 yılı bahar ve yaz döneminde Eskişehir,
Bursa, Aydın ve İstanbul illerinde bebek yüzme programına katılanlardan
toplanmıştır. Araştırmaya kolayda örnekleme yöntemi ile seçilen 304 kişi dahil
edilmiştir.   Veriler yüz yüze görüşme tekniği kullanılarak anket
aracılığı ile elde edilmiştir. Anketin birinci bölümünde Alexandris ve Palialia, (1999) tarafından
geliştirilen, Türkçe uyarlaması Şimşek ve Mercanoğlu (2014) tarafından yapılan
“Spor Tüketicisi Tatmin Ölçeği” yer almaktadır. İkinci bölümde ise demografik
sorulara yer verilmiştir”. Verilerin yorumlanmasında tanımlayıcı
istatistik, t-testi ve ANOVA analizleri kullanılmıştır.   Analiz
sonuçlarına göre katılımcıların tatmin düzeylerinde cinsiyet, eğitim ve meslek
grubu demografik değişkenlerine göre istatistiki olarak anlamlı fark olduğu
tespit edilmiştir. Bebek yüzme programları konusunda kadın katılımcıların
tüketici tatminini etkileyen “bireysel/psikolojik”, eğitimli ebeveynlerin “sosyal”
ve işçi meslek grubundan olanların ise “sağlık/fitnes” boyutlarında tatmin
olduğu anlaşılmıştır. Sonuç olarak araştırma bebek yüzme programlarından
duyulan tatmin düzeyinin, katılımcıların demografik özelliklerine göre
farklılaştığını ortaya koymakta ve programla ilgili yöneticilere değerlendirme
fırsatı sunmaktadır.   

Keywords

Rekreasyonel spor, bebek yüzme aktivitesi, tüketici, tatmin

References

• Alexandris K., Palialia E. (1999). Measuring customer satisfaction in fitness centres in Greece: an exploratory study. Managing Leisure, 4(4), 218-228.
• Amelia S. E. (2012). Methodology of learning swimming in the first part of life through a positive approach. Ovidius University Annals, Series Physical Education and Sport/Science, Movement and Health, 12(1), 88-96.
• Ayçiçeği-Dinn A., Caldwell-Harris, C.L. (2013). Vertical collectivism, family-consciousness and urbanization in Turkey. Elektronik Sosyal Bilimler Dergisi, 12(47), 232-251.
• Barcelona R. J., Wells M.S., Arthur-Banning S. (2016). Recreational sport program design, delivery and management. Champaign: Human Kinetics.
• Brady M. K., Cronin Jr J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing, 65(3), 34-49.
• Breuer, C., Wicker, P. (2008). Demographic and economic factors influencing inclusion in the German sport system–a microanalysis of the years 1985 to 2005. European Journal for Sport and Society, 5(1), 33-42.
• Buda, R., Sengupta, K., Elkhouly, S. E. (2006). Employee and organizational perspectives of service quality: A cross-cultural Study in Kuwait, United States and Saudi Arabia. International Journal of Management, 23(3), 430–435.
• Casper J. M., Stellino M.B. (2008). Demographic predictors of recreational tennis participants' sport commitment. Journal of Park & Recreation Administration, 26(3), 93-115.
• Cho B.H., Lee C., Chon T.J. (2004). Effect of customers’ service quality satisfaction for repurchase of golf range user. Korean Journal of Physical Education, 42(2), 179–188.
• Cronin Jr J.J., Brady M.K., 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 Jr J.J., Taylor S.A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
• Dabholkar P.A., Shepherd C.D. 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.
• Demir Ş. Ş., Kozak M. (2013). Tüketici davranışları. Ankara: Detay Yayıncılık.
• Dewan, M., Mahajan, S. (2014). Customer Satisfaction and the moderating effect of Demographics in Public Sector Banks. Journal of Business and Management, 16(3), 29-35.
• Erikson E.H. (1968). Identity: Youth and crisis. New York: Norton.
• Farrell, L., Shields, M. A. (2002). Investigating the economic and demographic determinants of sporting participation in England. Journal of the Royal Statistics Society, 165(2), 345-358.
• Font-Ribera L., Villanueva C.M., Nieuwenhuijsen M.J., Zock J.P., Kogevinas M., Henderson J. (2011). Swimming pool attendance, asthma, allergies, and lung function in the Avon Longitudinal Study of Parents and Children cohort. Am J Respir Crit Care Med, 183(5), 582-588. García-Fernández J., Gálvez-Ruíz P., Fernández-Gavira J., Vélez-Colón L., Pitts B., Bernal-García A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250-262.
• Greenwell T.C. (2007). Expectations, industry standards, and customer satisfaction in the student ticketing process. Sport Marketing Quarterly, 16(1), 7-14.
• Haines D.J., Fortman T. (2008). The college recreational sports learning environment. Recreational Sports Journal, 32(1), 52-61.
• Hair J.F., Black W.C., Babin B.J., Anderson R. E. (2013). Multivariate data analysis (Seventh Edition). Harlow: Pearson.
• Hatcher L. (1994). A step-by-step approach to using the SAS(R) system for factor analysis and structural equation modeling. Cary, NC: SAS Institute.
• Holman T., Epperson A. (1984). Family leisure: A review of the literature with research recommendations. Journal of Leisure Research, 16(4), 277–294.
• Kağıtçıbaşı C. (2010). Benlik, aile ve insan gelişimi-kültürel psikoloji. İstanbul: Koç Üniversitesi Yayınları.
• Karaküçük, S. (2014). Rekreasyon: Boş zamanları değerlendirme (7. Baskı). Ankara: Gazi Kitapevi.
• Klopotan, I., Vrhovec-Žohar, K., Mahič, E. (2016). Impact of Income on Customers' Loyalty: Are Customers with Higher Income more Loyal?. Business Systems Research Journal: International Journal of the Society for Advancing Business & Information Technology (BIT), 7(1), 81-88.
• Kotler P. (1994). Marketing management: Analysis, planning, implementation and control (8th ed.). New York: Prentice-Hall.
• Kotler P. (2001). Marketing management millennium edition. Upper Saddle River: Prentice-Hall.
• Kline, R. B. (2011). Principles and practice of structural equation modeling (Third Edition). New York: Guilford Press.
• Kwon H.H., Trail G.T., Anderson D.S. (2005). Are multiple points of attachment necessary to predict cognitive, affective, conative, or behavioral loyalty? Sport Management Review, 8(3), 255–270.
• Liang Z. (2018). A Marketing and management analysis about the swim-ming market in Guangzhou. Becholar’s Thesis, Haaga-Helia University of Applied Sciences, Helsinki
• Mankongvanichkul W. (2010). Passenger satisfaction with service quality: a case study of Thai Airways International’s Domestic Flights, Master Thesis, Srinakharinwirot University, Thailand.
• Martins J. M., Brooks G. (2010). Teaching consumer demographics to marketing students. Population Research and Policy Review, 29(1), 81-92.
• Melnyk V., Van Osselaer S.M., Bijmolt T.H. (2009). Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers. Journal of Marketing, 73(4), 82-96.
• Mittal, V., Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131-142.
• Nunnally, J. C. ve Bernstein, I. H. (1994). Psychometric Theory, McGraw-Hill. New York.
• Oliver R.L. (1997) Satisfaction: A behavioral perspective on the consumer, New York, NY: McGraw-Hill.
• Orthner D. K., Mancini J.A. (1991). Benefits of leisure for family bonding. In B. L. Driver, P. J. Brown, & G. L. Peterson (Eds.), Benefits of leisure (215–247). State College, PA: Venture.
• Salkind N. J., Green S. B. (2005). Using SPSS for Windows and Macintosh: Analyzing and understanding data. Pearson Prentice Hall.
• Scott, D., Shieff, D. (1993). Service quality components and group criteria in local government. International Journal of Service Industry Management, 4(4), 42-53.
• Sigmundsson H., Hopkins B. (2010). Baby swimming: Exploring the effects of early intervention on subsequent motor abilities. Child: Care, Health and Development, 36, 428–430.
• Snipes R. L., Thomson N. F., Oswald S. (2004). Gender bias in customer evaluations of service quality: An empirical investigation. Journal of Service Marketing, 20(4), 274–284.
• Şimşek K.Y., Mercanoğlu A.O. (2014). Spor tüketicisi tatmin ölçeğinin Türkçe uyarlaması: Rekreatif spor tüketicisi örneği. Spor Bilimleri Dergisi, 25(4), 159-171.
• Tabachnick B. G. and Fidel L. S. (2013). Using multivariate statistics (6. Edition). Boston: Pearson.
• Tsiotsou, R., Vasioti, E. (2006). Using demographics and leisure activities to predict satisfaction with tourism services in Greece. Journal of Hospitality & Leisure Marketing, 14(2), 69-82.
• Yoshida M., James J.D. (2010). Customer satisfaction with game and service experiences: antecedents and consequences. Journal of Sport Management, 24(3), 338–361.
• Zabriskie R.B., Aslan N., Williamson M. (2018). Turkish family life: A study of family leisure, family functioning, and family satisfaction. Journal of Leisure Research, 49(1), 8-27.
• Zabriskie R.B., McCormick B.P. (2003). Parent and child perspectives of family leisure involvement and satisfaction with family life. Journal of Leisure Research, 35(2), 163-189.