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

Öz

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.  

Anahtar Kelimeler

• Recreational sport,baby swimming activity,consumer,satisfaction

BEBEK YÜZME AKTİVİTESİNE KATILAN EBEVEYNLERİN TÜKETİCİ TATMİNİNİN DEMOGRAFİK DEĞİŞKENLERE GÖRE İNCELENMESİ

Öz

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.   

Anahtar Kelimeler

• Rekreasyonel spor,bebek yüzme aktivitesi,tüketici,tatmin

Kaynakça

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