The Relationship Between Service Quality and Customer Satisfaction in Sports Facilities
Keywords:
Service Quality, Customer Satisfaction, Sports FacilitiesAbstract
The primary purpose of this research was to examine the impact of service quality on customer satisfaction in sports facilities. Additionally, whether service quality perception and customer satisfaction differ according to participants' demographic characteristics was also investigated. The research, designed according to the relational survey model, was conducted using quantitative methods. The sample of the research consists of a total of 414 customers who receive services from various sports facilities in Istanbul and were reached through convenience sampling method. Data were collected using the Personal Information Form, Service Quality Scale, and Customer Satisfaction Scale. Statistical techniques such as correlation, multiple regression, t-test, and one-way analysis of variance were utilized in the analysis of the obtained data. As a result of the research, it was determined that service quality generally affects customer satisfaction positively and significantly. When the effects of service quality sub-dimensions were examined, it was observed that the dimension with the strongest effect on customer satisfaction was tangibles. This was followed by reliability and responsiveness dimensions, respectively. However, it was concluded that assurance and empathy dimensions did not have a statistically significant effect on customer satisfaction. Furthermore, it was determined that participants' service quality perceptions and satisfaction levels showed significant differences according to gender, age, education, and financial status variables. Male participants, the 24-29 age group, university graduates, and those with better financial status were found to have higher scores. These findings reveal that sports facility managers need to focus particularly on the physical conditions of the facility, consistency of service, and staff helpfulness to increase customer satisfaction.
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