SPOR MERKEZLERİNDE TÜKETİCİ TATMİNİ ve SADAKAT

Yıl 2011, Cilt: 5 Sayı: 2, 90 - 100, 01.08.2011

Hakan Katırcı Mine Oyman

Öz

Günümüz spor dünyasında spor yöneticilerinin en önemli görevlerinden biri spor tüketicilerinin beklentilerini karşılayarak tüketici tatmini oluşturmaktır. Yapılan çalışmalar tatminin çok boyutlu bir kavram olduğunu göstermektedir. Bu araştırma, spor merkezlerinde hizmet kalitesini ve tüketici tatminini etkileyen faktörleri belirlemeyi amaçlamaktadır. Çalışma, Eskişehir ilinde yedi spor merkezine üye yüz dokuz N= 109 birey ile gerçekleştirilmiştir. Sonuçlar tüketici tatmininin çok boyutlu yapısını desteklemekte ve spor merkezlerinde atmosfer, uzman personel, temizlik, diğer personel ve ulaşılabilirlik olmak üzere beş faktörün tüketici tatminini etkilediğini göstermektedir.

Anahtar Kelimeler

Hizmet kalitesi, Tüketici tatmini, Spor merkezi

CUSTOMER SATISFACTION AND LOYALTY IN SPORT CENTERS

Öz

Meeting the demands of customer satisfaction is the one of the important tasks facing sport managers today. Researches have shown that satisfaction is a multidimensional concept. The aim of this study was to develop and standardize a scale for fitness centers which is measuring service quality and customer satisfaction, based on a sample of Turk population. Research was applied based on a sample of two hundred N= 109 individuals, who were members of seven fitness centers in Eskişehir, Turkey. The results supported the multidimensionality of the concept of customer satisfaction and revealed the existence of five factors: atmosphere/access, communication, hygiene, cleanliness, facilities and personal

Anahtar Kelimeler

Service Quality, Customer Satisfaction, Sport Center

Kaynakça

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