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SPOR MERKEZLERİNDE TÜKETİCİ TATMİNİ ve SADAKAT

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CUSTOMER SATISFACTION AND LOYALTY IN SPORT CENTERS

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Sayfa Aralığı:: 
90-100

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Abstract (Original Language): 
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.
Abstract (2. Language): 
Meeting the demands of customer satisfaction is the one of the important tasks facing sport managers today. Researches have shown that satisfaction is a multi-dimensional 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.

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