Document Type : Research Paper
Authors
Abstract
The Survival of today’s organizations is affiliated to the changing expectations of customer, therefore, organizations are followed the successful organizations use of segmentations principles to directing their marketing strategies. The purpose of this study was services market segmentation in sport complex in private sector based on motivations and customer expectations. The method of research was descriptive- survey conducted. The population sample consisted of 163 users of the services offered at the Gas private gyms. Research tool was MISS- sport center questionnaire that Arocas et al build in 2007. Content validity of this questionnaire was approved by 3 sports management university professors. Research tool was questionnaire with 26 items based on Likert scale continuum value was set to 5. Reliability of tool confirm with factor analysis and 0/88(P<0/001). Reliability of factors concluded: positive affect 0/91, social contact 0/91, physical exercise 0/90, coping strategy 0/76, body image 0/87, competition 0/83, personal challenges 0/82, and entertainment 0/87(P<0/001). For data analysis, ANOVA, MANOVA and for segmenting questionnaire items, exploratory factor analysis with KMO index was used. Also, the Bartlett test was used to assess the goodness of fit model (p< 0/05). Results show that among the demographic characteristics only sex have significant correlation with motivations and customer expectations. Also, customer segmentation failed based on motivations and expectations. So, in organizations about those employees that have cultural and educational similarities, managers would rather than segmenting customers to increase productivity and employee satisfaction must improve their services.
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