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SPOR MERKEZLERİNDE TÜKETİCİ TATMİNİ ve SADAKAT

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

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.

Kaynakça

  • 1. Aga, M., & Safaklı, O. V. (2007). An empirical investigation of service quality and customer satisfaction in professional accounting firms: Evidence from north Cyprus. Problems and Perspectives in Management, 5(3), 84-98.
  • 2. Alexandris, K., & Palialia, E. (1999). Measuring customer satisfaction in fitness centers in Greece: An exploratory study. Managing Leisure, 4, 218-228.
  • 3. Argan, M., & Katırcı H. (2002). Spor Pazarlaması. Nobel Yayın Dağıtım:Ankara.
  • 4. Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of SERVQUAL dimensions. Journal of Retailing, 66(1), 33-66.
  • 5. Caro, L. M., & Garcia, J. A. M. (2007). Consumer satisfaction with a periodic reoccurring sport events and the moderating effect of motivations. Sport Marketing Quarterly, 16(2), 70-81.
  • 6. Chelladurai, P. (1999). Human resource management in sport and recreation. Champaign: Human Kinetics.
  • 7. Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-69.
  • 8. Cole, S. T., & Cromption, J. L. (2003). Conceptualization of the relationship between service quality and customer satisfaction, and their links to destination selection. Leisure Studies, 22, 65-80.
  • 9. Dabholkar, P. A. (1995). A contingency framework for predicting causality between customer satisfaction and service quality. Advances in Customer Research, 22, 101- 108.
  • 10. Dikolli, S. S., Kinney, W. R. Jr., & Sedatole, K. L. (2007). Measuring customer relationship value: The role of switching cost. Contemporary Accounting Research, 24(1), 93-132.
  • 11. Flood, S., & Hellstedt, J. C. (1992). Gender differences in motivation for intercollegiate athletic participation. Journal of Sport Behavior, 14(3), 159-168.
  • 12. Frederick, C. M., & Ryan, R. M. (1993). Differences in motivation for sport and exercise and their relations with participation and mental health. Journal of Sport Behavior, 16(3), 124-147.
  • 13. Greenwell, T. C. (2007). Expectations, industry standards, and customer satisfaction in the student ticketing process. Sport Marketing Quarterly, 16(1), 7-14.
  • 14. Harris, M., & Harrington, H. J. (2000). Service quality in the knowledge age huge opportunities for the twenty-first century. Measuring Business Excellence, 4(4), 31-35.
  • 15. Ismail, H., & Khatibi, A. (2004). Study of the relationship between perception of value and price and customer satisfaction: The case of Malaysian telecommunications industry, Journal of American Academy of Business, 4(1-2), 309-313.
  • 16. Iwaarden, J., & Wiele, T. (2002). A study on the applicability of SERVQUAL dimensions for web sites. Erasmus Research Institute of Management: Report Series Research in Management, Rotterdam, Holland: Erasmus University, 3-4.
  • 17. Keillor, B. D., Hult, T. M., & Kandemir, D. (2004). A study of the service encounter in eight countries. Journal of International Marketing, 12(1), 9-35.
  • 18. Kennett, P. A., Sneath, J. Z., & Henson, S. (2001). Fan satisfaction and segmentation: A case study of minor league hockey spectators. Journal of Targeting, Measurement and Analysis for Marketing, 10(2), 132-142.
  • 19. Kim, C., & Kim, S. Y. (1998). Segmentation of sport center members in Seoul based on attitudes toward service quality. Journal of Sport Management, 12, 273-287.
  • 20. Ko, Y. J., & Pastore, D. L. (2004). Current issues and conceptualizations of service quality in the recreation sport industry. Sport Marketing Quarterly, 13(2), 158-166.
  • 21. Kurtuluş, K. (1998). Pazarlama Araştırmaları. Genişletilmiş 6.Baskı, Avcıol:İstanbul.
  • 22. Kuusik, A. (2007). Affecting customer loyalty: Do different factors have various influences in different loyalty levels? Faculty Of Economic and Business Administration Working Paper Series, Tartu: University Of Tartu, 58, 3-27.
  • 23. Naylor, G., & Kleiser, S. B. (2002). Exploring the differences in perceptions of satisfaction across lifestyle segments. Journal of Vacation Marketing, 8(4), 343-351.
  • 24. Theodorakis, N., Kambitsis, C., Laios, A., & Koustelios, A. (2001). Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality, 11(6), 431-439.
  • 25. Theodorakis, N., Alexandris, K., Rodriguez, P., & Sarmento, P. J. (2004). Measuring Customer Satisfaction in The Context of Health Clubs in Portugal. International Sport Journal, Winter, 44-53.
  • 26. Papadimitriou, D. A., & Karteroliotis, K. (2000). The service quality expectations in private sport and fitness centers: A reexamination of the factor structure. Sport Marketing Quarterly, 9(3), 157-164.
  • 27. Park, S. (2001). A further exploration of the involvement profiles in selected recreational sport activities: Results from a study in Korea. Sport Marketing Quarterly, 10(2), 77- 82.
  • 28. Spreng, R. A., and Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of Retailing, 72(2), 201-215.
  • 29. Taylor, S. A. (1997). Assessing regressionbased importance weights for quality perceptions and satisfaction judgements in the presence of higher order and/or interaction effects. Journal of Retailing, 73(1), 135-160.
  • 30. Trembath, E. M., Szabo, A., & Baxter, M. J. (2002). Participation motives in leisure center physical activities. The Online Journal of Sport Psychology, 4(3).
  • 31. Trail, G. T., Anderson, D. F., & Fink, J. S. (2005). Consumer satisfaction and identity theory: a model of sport spectator conative loyalty. Sport Marketing Quarterly, 14(2), 98- 111.
  • 32. Triado, X. M., Aparicio, P., & Rimbau, E. (1999). Identification of factors of customers satisfactions in municipal sport centers in Barcelona: Some suggestions for satisfaction improvement. Cyber Journal of Sport Marketing, 13, 34-61.
  • 33. Zeithaml, V. A. & Bitner, M. J. (2003). Services marketing: integrating customer focus across the firm (3rd ed.). Boston: McGraw-Hill/Irwin.

CUSTOMER SATISFACTION AND LOYALTY IN SPORT CENTERS

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

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

Kaynakça

  • 1. Aga, M., & Safaklı, O. V. (2007). An empirical investigation of service quality and customer satisfaction in professional accounting firms: Evidence from north Cyprus. Problems and Perspectives in Management, 5(3), 84-98.
  • 2. Alexandris, K., & Palialia, E. (1999). Measuring customer satisfaction in fitness centers in Greece: An exploratory study. Managing Leisure, 4, 218-228.
  • 3. Argan, M., & Katırcı H. (2002). Spor Pazarlaması. Nobel Yayın Dağıtım:Ankara.
  • 4. Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of SERVQUAL dimensions. Journal of Retailing, 66(1), 33-66.
  • 5. Caro, L. M., & Garcia, J. A. M. (2007). Consumer satisfaction with a periodic reoccurring sport events and the moderating effect of motivations. Sport Marketing Quarterly, 16(2), 70-81.
  • 6. Chelladurai, P. (1999). Human resource management in sport and recreation. Champaign: Human Kinetics.
  • 7. Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-69.
  • 8. Cole, S. T., & Cromption, J. L. (2003). Conceptualization of the relationship between service quality and customer satisfaction, and their links to destination selection. Leisure Studies, 22, 65-80.
  • 9. Dabholkar, P. A. (1995). A contingency framework for predicting causality between customer satisfaction and service quality. Advances in Customer Research, 22, 101- 108.
  • 10. Dikolli, S. S., Kinney, W. R. Jr., & Sedatole, K. L. (2007). Measuring customer relationship value: The role of switching cost. Contemporary Accounting Research, 24(1), 93-132.
  • 11. Flood, S., & Hellstedt, J. C. (1992). Gender differences in motivation for intercollegiate athletic participation. Journal of Sport Behavior, 14(3), 159-168.
  • 12. Frederick, C. M., & Ryan, R. M. (1993). Differences in motivation for sport and exercise and their relations with participation and mental health. Journal of Sport Behavior, 16(3), 124-147.
  • 13. Greenwell, T. C. (2007). Expectations, industry standards, and customer satisfaction in the student ticketing process. Sport Marketing Quarterly, 16(1), 7-14.
  • 14. Harris, M., & Harrington, H. J. (2000). Service quality in the knowledge age huge opportunities for the twenty-first century. Measuring Business Excellence, 4(4), 31-35.
  • 15. Ismail, H., & Khatibi, A. (2004). Study of the relationship between perception of value and price and customer satisfaction: The case of Malaysian telecommunications industry, Journal of American Academy of Business, 4(1-2), 309-313.
  • 16. Iwaarden, J., & Wiele, T. (2002). A study on the applicability of SERVQUAL dimensions for web sites. Erasmus Research Institute of Management: Report Series Research in Management, Rotterdam, Holland: Erasmus University, 3-4.
  • 17. Keillor, B. D., Hult, T. M., & Kandemir, D. (2004). A study of the service encounter in eight countries. Journal of International Marketing, 12(1), 9-35.
  • 18. Kennett, P. A., Sneath, J. Z., & Henson, S. (2001). Fan satisfaction and segmentation: A case study of minor league hockey spectators. Journal of Targeting, Measurement and Analysis for Marketing, 10(2), 132-142.
  • 19. Kim, C., & Kim, S. Y. (1998). Segmentation of sport center members in Seoul based on attitudes toward service quality. Journal of Sport Management, 12, 273-287.
  • 20. Ko, Y. J., & Pastore, D. L. (2004). Current issues and conceptualizations of service quality in the recreation sport industry. Sport Marketing Quarterly, 13(2), 158-166.
  • 21. Kurtuluş, K. (1998). Pazarlama Araştırmaları. Genişletilmiş 6.Baskı, Avcıol:İstanbul.
  • 22. Kuusik, A. (2007). Affecting customer loyalty: Do different factors have various influences in different loyalty levels? Faculty Of Economic and Business Administration Working Paper Series, Tartu: University Of Tartu, 58, 3-27.
  • 23. Naylor, G., & Kleiser, S. B. (2002). Exploring the differences in perceptions of satisfaction across lifestyle segments. Journal of Vacation Marketing, 8(4), 343-351.
  • 24. Theodorakis, N., Kambitsis, C., Laios, A., & Koustelios, A. (2001). Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality, 11(6), 431-439.
  • 25. Theodorakis, N., Alexandris, K., Rodriguez, P., & Sarmento, P. J. (2004). Measuring Customer Satisfaction in The Context of Health Clubs in Portugal. International Sport Journal, Winter, 44-53.
  • 26. Papadimitriou, D. A., & Karteroliotis, K. (2000). The service quality expectations in private sport and fitness centers: A reexamination of the factor structure. Sport Marketing Quarterly, 9(3), 157-164.
  • 27. Park, S. (2001). A further exploration of the involvement profiles in selected recreational sport activities: Results from a study in Korea. Sport Marketing Quarterly, 10(2), 77- 82.
  • 28. Spreng, R. A., and Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of Retailing, 72(2), 201-215.
  • 29. Taylor, S. A. (1997). Assessing regressionbased importance weights for quality perceptions and satisfaction judgements in the presence of higher order and/or interaction effects. Journal of Retailing, 73(1), 135-160.
  • 30. Trembath, E. M., Szabo, A., & Baxter, M. J. (2002). Participation motives in leisure center physical activities. The Online Journal of Sport Psychology, 4(3).
  • 31. Trail, G. T., Anderson, D. F., & Fink, J. S. (2005). Consumer satisfaction and identity theory: a model of sport spectator conative loyalty. Sport Marketing Quarterly, 14(2), 98- 111.
  • 32. Triado, X. M., Aparicio, P., & Rimbau, E. (1999). Identification of factors of customers satisfactions in municipal sport centers in Barcelona: Some suggestions for satisfaction improvement. Cyber Journal of Sport Marketing, 13, 34-61.
  • 33. Zeithaml, V. A. & Bitner, M. J. (2003). Services marketing: integrating customer focus across the firm (3rd ed.). Boston: McGraw-Hill/Irwin.
Toplam 33 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Hakan Katırcı Bu kişi benim

Mine Oyman Bu kişi benim

Yayımlanma Tarihi 1 Ağustos 2011
Yayımlandığı Sayı Yıl 2011 Cilt: 5 Sayı: 2

Kaynak Göster

APA Katırcı, H., & Oyman, M. (2011). SPOR MERKEZLERİNDE TÜKETİCİ TATMİNİ ve SADAKAT. Beden Eğitimi Ve Spor Bilimleri Dergisi, 5(2), 90-100.

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