TÜRKİYE’DE Kİ FİTNESS MERKEZLERİNİN HİZMET KALİTESİNE YÖNELİK DÜZEYLERİNİN İNCELENMESİ

Öz

Bu çalışmada; fitness merkezlerinin hizmet kalitesine yönelik düzeylerini belirlemek amacıyla, müşteriler tarafından algılanan ve beklenilen hizmet kalite seviyelerine 4 farklı boyut personel, program, soyunma odaları ve tesis altında değerlendirmeler yapılmıştır. Ölçek formunu gönüllü ve eksiksiz dolduran 219 fitness merkezi üyeleri değerlendirilmeye alınmıştır. Çalışmada fitness hizmet kalitesini ölçmek için Lam ve diğ. 2005 tarafından geliştirilen ve Türkçe uyarlaması Gürbüz ve diğ. 2005 tarafından yapılan Hizmet Kalitesi Değerlendirme Ölçeği SQAS kullanılmıştır. Hizmet Kalitesi Değerlendirme Ölçeği 4 boyut Personel, Program, Soyunma Odaları, Tesis ve 34 maddeden oluşmaktadır. Hizmet kalitesini değerlendirmede Gap Model Parasuraman, Zeithaml ve Berry, 1988 kullanıldı, bu yöntemle algılama skorları beklenti skorlarından çıkarılarak arasındaki boşluklar tespit edildi. Gruplar arası farklılıkları bulmak için “Paired-Samples "t" test”, “Independent Samples "t" test” ve “One way ANOVA” kullanıldı. Elde edilen sonuçlar; algılama ve beklenti skorları arasındaki farklar boyutlar açısından değerlendirildiğinde, tüm boyutların negatif yönde bir farka sahip olduğu tespit edilmiştir. İstatistiksel açıdan ise, personel, program, soyunma odaları ve tesis boyutlarının tamamında anlamlı bir farklılığa rastlanmıştır. Bunlar içerisinde en düşük kalite düzeyine sahip olan boyutun -0,564 birim ile “program” boyutu olduğu görülmüştür. Daha sonra sırasıyla, -0,509 birimlik fark ile “soyunma odası” boyutu, -0,487 birimlik fark ile “personel” boyutu, -0,481 birimlik fark ile “tesis” boyutu gelmektedir. Çalışmada demografik bakımdan değerlendirildiğinde, cinsiyete göre kadın müşterilerin algı ve beklenti birim ortalamaları erkek müşterilere göre daha yüksek bulunmuştur. Yaş durumuna göre 15-20 yaş arasında çalışmaya katılanların personel ve program skor ortalamaları 31-35 yaş arası çalışmaya katılanların skor ortalamalarına göre daha düşüktür. Eğitim durumuna göre lise ve üzeri eğitim durumuna sahip müşterilerin 4 boyutun hepsinde yüksek beklentiye sahip oldukları görülmüştür.

Anahtar Kelimeler

• Sağlık-Fitness Kulübü,Hizmet Kalitesi,Algı-Beklenti

INVESTIGATION OF INTENDED SERVICE QUALITY LEVELS IN HEALTH-FITNESS CENTERS IN TURKEY

Öz

In this study, assessments of the levels of service perceived and expected by the customers under four different dimensions staff, programme, locker rooms and facility were carried out in order to identify the levels of fitness centers in terms of service quality. The replies provided by 219 members of fitness center who filled out the scale form voluntarily and without skipping any parts were evaluated. In order to measure the service quality of fitness in the study, Service Quality Assessment Scale SQAS , which was developed by Lam et al. 2005 and whose Turkish adaptation was done by Gürbüz et al. 2005 , was used. The SQAS was composed of 4 dimensions staff, programme, locker rooms and facility and 34 items. In assessing the service quality, Gap Model Parasuraman, Zeithaml and Berry, 1988 was used; though this method, the gaps were identified by subtracting perception scores from expectation scores. In order to find the differences between the groups, “Paired-Samples "t" test”, “Independent Samples "t" test” and “One way ANOVA” were utilized. When the results obtained and the differences between perception and expectation scores were assessed in terms of dimensions, it was observed that all dimensions had a negative difference. In terms of statistics, it was discovered that there was a meaningful difference in all of staff, programme, locker rooms and facility. Among those, the lowest level of quality was observed to belong to “programme” dimension with the unit of -0.564. Later, with the -0.509-unit difference “locker rooms” dimension, with the -0.487-unit difference “staff” dimension and with the -0.481-unit difference “facility” dimension follow respectively. When it was evaluated according to demographic aspect in the study, it was found that the average of unit for female customers was higher compared with that of male ones according to the gender. According to age status, the average of staff and programme scores of those participating in the survey who are between 15 and 20 was lower than that of the people who are between 31 and 35. According to education status, it was understood that the customers with high school degree and over have more expectations in all of 4 dimensions

Anahtar Kelimeler

• Health-Fitness Club, Service Quality, Perception-Expectation

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