تاثیر کیفیت خدمات ادراک شده بر رفتار شهروندی مشتریان باشگاه های ورزشی شهر اصفهان با نفش میانجی تعهد مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیریت ورزشی دانشگاه ازاد اسلامی بروجرد

2 مدیریت ورزشی دانشکده تربیت بدنی دانشگاه خوارزمی ،تهران ،ایران

3 مدیریت ورزشی دانشگاه بروجرد

چکیده

هدف از این تحقیق تاثیر کیفیت خدمات ادراک شده بر رفتار شهروندی مشتریان باشگاه های ورزشی شهر اصفهان با نفش میانجی تعهد مشتری بود. روش پژوهش حاضر توصیفی پیمایشی از نوع همبستگی و به لحاظ هدف کاربردی بود. جامعه آماری شامل همه مشتریان باشگاه های ورزشی شهر اصفهان می باشد. نمونه اماری 390 نفر بر اساس جدول مورگان براورد شد. ابزار استفاده شده در پژوهش حاضر پرسشنامه سنجش کیفیت ادراک شده خدمات سروکوال که توسط پاراسورامان و همکارانش (1988)و پرسشنامه رفتار شهروندی مشتری گروت ( (2005و پرسشنامه سنجش تعهد مشتری بیتسون و همکاران (2006) برای ارزیابی متغیرهای تحقیق بود که روایی صوری و محتوایی هر یک از پرسشنامه ها به تأیید 15 تن از اساتید مدیریت ورزشی در حوزه ی رفتار سازمانی رسید. برای تجزیه و تحلیل یافته های پژوهش از روش ضریب همبستگی و روش بوت استراپ و معادلات ساختاری و نرم افزارهای pls, Spss استفاده شد. نتایج نقش تعهد مشتریان باشگاه‌های ورزشی شهر اصفهان به عنوان نقش میانجی جزئی مورد تأیید قرار گرفت.

کلیدواژه‌ها


Abbasi, A. Moosavi, M. Bagheri, M, (2012) Investigating the Factors and Results of Customer-Delegation Behaviors Services Marketing Management Magazine, 13, 57-7. (in Persian)
Abbasi, A., moghbeli, Z. & Ebrahimi, A. (2014). Survey impact bank reputation in customer citizenship behavior, Case Study of Customer Agri Bank of Kerman (Iran): appraisal and Testing of model by Amos Graphics. Technical Journal of Engineering and Applied Sciences, 4 (4), pp. 359-369. (in Persian)
Abdolvand, M. & NickFar, F. (2011). Examine the relationship between product involvement & commitment to the brand (Case study: Islamic Azad University of Tehran Branch), Marketing Management, 13: 75- 94. (in Persian)
Abolfathi, A., Tollabi, Z., & Pourashraf, Y. A. (2013). The study of the relationship between perceived quality of electronic services and Melli bank customers’ citizenship behavior in Ilam Province. European Online Journal of Natural and Social Sciences, 2 (3), 1159-1168. (in Persian)
Aggarwal, N. (2013). Revisiting dimensions of customer citizenship behavior: a survey in Indian context. Pacific Business Review International, 6(3), pp. 5-13.
Aggarwal, N. (2013). Revisiting dimensions of customer citizenship behavior: a survey in Indian context. Pacific Business Review International, 6(3), pp. 5-13.
Alexanderis K, Zahariadis P, Tsorbatzoudis C, & Grouios S. 2004. An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context. European Sport Management Quarterly. 4:36–52.
Alkilani, K., Ling, K. C. & Abzakh, A. A. (2012). The impact of experiential marketing and customer satisfaction on customer commitment in the world of social networks, Asian Social Science, 9(1): 262- 270.
Balaji, M. S. (2014). Managing customer citizenship behavior: a relationship perspective. Journal of Strategic Marketing, 22(3), pp. 222-239.
Bartikowski, B., & Walsh, G. (2011). Investigating mediators between corpoate reputation and customer citizenship behaviors. journal of business research, 39-44.
Bitner, M. (1995). Building service relationships: It’s all about promises. Journal of the Academy of Marketing Science, 23(4), 246-251.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of business research, 32 (3), 213-223.
Bove, L. L., Pervan, S. J., Beaty, S. E., & Shiu, E. (2009). Service Worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62, 698-705.
Bove, L. L., Pervan, S. J., Beaty, S. E., & Shiu, E. (2009). Service Worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62, 698-705.
Chung, T. W. (2007). The moderating effects of involvement on the relationships among perceived service quality, customer satisfaction, and customer citizenship behavior. The Florida state university, 396-445.
Cronin, J. J., Brady, M. K., & Hult, G. T. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral
Garbarino, E., & Johnson, M. S. (1999). the different role of satisfaction, trust and commitment in customer relationships. journal of marketing, 70-88.
Groth, M. (2005). Customers as Good Soldiers: Extending Organizational Citizenship Behaviors in Internet Service Deliveries. journal af management, 31 (1), 7-27.
Hak Lee J. The influence of service quality on satisfaction and Intention: A gender segmentation strategy”. Sport Management Review xxx, 2010.
Halbesleben, J., & Buckley, M. (2004). Managing Customer as Employees of the Firm. Personnel Review, 33 (3), 351-372.
Kordshouli, H. R., Jafarpour, Y., & Bouzanjani, A. A. (2016). An analysis of the pro-social behaviors of customers in response to the firms’ service quality. Iranian Journal of Management Studies, 9 (1), 21-41.
Liu, Y. C. (2008). “An analysis service quality, customer satisfaction and customer loyalty of commercial swim clubs in Taiwan”. Dissertation, United States Sports Academy, pp: 1-115.
Liu, Y. (2009). Perceived Organizational Support and Expatriate Organizational Citizenship Behavior, the Mediating Role of Affective Commitment Towards the Parent Company. Personnel Review ,3 (38), 307-31.
Meyer, J. P., & Allen, N. J. (1997). Commitment in theWorkplace: Theory, Research, and Application. CA: Thousand Oaks.
Mohammadi Rouhollah. the link between service quality and perceived value, customer satisfaction and return Isfahan indoor pools, Master Thesis, Allameh Tabatabai University, Faculty of Psychology and Educational Sciences, 2011. (in Persian)
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), 20-38.          
Najafzadeh .M, Shiri F. The Relationship between Service Quality and Perceived Value with Customer Loyalty and Aerobic Fitness Clubs in Tabriz International Journal of Physical Education, Sports and Health 2015; 1(6): 69-73(in Persian).
Nicholas D, Sevastia Avourdiadou. The development of loyalty among novice and experienced customers of sport and fitness centres. Sport Management Review, 2014; 419-431.
Oh H, & Parks S. 1997. Customer satisfaction and service quality: Critical review of the literature and research implications for the hospitality industry. Hospitality Research Journal. 20:35-64.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1), 12-40.
Ramazani. N. (1383), Factors Affecting the Satisfaction of Customers of Private Gym Bodies in Women in Tehran Master's Thesis, Faculty of Physical Education, University of Tehran
Sajadi. N, Mahmodi A. Godarzi M. (2011) Comparison of the quality of services provided in private and public sports clubs (physical fitness and fitness) in Tehran from the viewpoint of customers. Organizational Behavior Management in Sport Studies: 2. 33-48
Samad, A. (2014). Examining the Impact of Perceived Service Quality Dimensions on Repurchase Intentions and Word of Mouth: A Case from Software Industry of Pakistan. Journal of Business and Management, 16 (1), 37-41.
Seyyed Javadein, Seyyed Reza, Khanlari, Amir, Esniri Mehrdad. Model the impact of service quality on customer loyalty of Sports, Olympic Journal, 2010, 40
Shojaei Soheila. the relationship between service quality, perceived value and customer loyalty and satisfaction in pools of Tehran, MA thesis Payam Noor University of Tehran, Faculty of Educational Sciences, 2012.
Swift, R. S. (2001). Accelerating Customer Relationship: using CRM and technologies. New Jersey: Prentice Hall.
Yuan J, Jang SC. Expectations, satisfaction and loyalty in health and Fitness clubs, international journal of sport management and marketing 2013; 5(4):450-464.
Zeihaml VA, Berry LL, & Parasuraman A. 1990. The behavioral consequences of service quality. Organizational Behavior Management in Sport Studies . 60(2):31-46.