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

Yıl 2019, Cilt: 17 Sayı: 4, 68 - 80, 30.12.2019

Hüseyin Çevik , Kerem Yıldırım Şimşek , Gizem Turhan

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

Cited By: 1

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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