عنوان پایان‌نامه
تبیین رابطه کیفیت خدمات با رضایتمندی و وفاداری مشتریان استخرهای شهر قم
- رشته تحصیلی
- مدیریت ورزشی
- مقطع تحصیلی
- کارشناسی ارشد
- محل دفاع
- کتابخانه پردیس قم شماره ثبت: 002597;کتابخانه مرکزی -تالار اطلاع رسانی شماره ثبت: 78707;کتابخانه پردیس قم شماره ثبت: 002597;کتابخانه مرکزی -تالار اطلاع رسانی شماره ثبت: 78707
- تاریخ دفاع
- ۲۸ شهریور ۱۳۹۵
- دانشجو
- سمیرا صادقی
- استاد راهنما
- قدرت اله باقری راغب, ابراهیم علی دوست قهفرخی
- چکیده
- امروزه در سازمان های خدماتی ورزشی برآورده نمودن کیفیت خدمات مورد انتظار مشتریان به رضایتمندی بالاتر مشتریان منجر می شود و باعث می گردد تا به خدمات وفادار بمانند و حتی آن را به دیگر مشتریان نیز پیشنهاد دهند. این پژوهش با هدف تبیین رابطه کیفیت خدمات و رضایتمندی و وفاداری مشتریان استخرهای شهر قم انجام شد . روش پژوهش حاضر،توصیفی و از نوع همبستگی بوده که به شکل میدانی انجام شد. جامعه آماری پژوهش، شامل کلیه مشتریانی بود که طی ماه های فروردین تا تیر 1395 از استخرهای شهر قم استفاده نمودند. با استفاده از روش نمونه گیری تصادفی خوشه ای، 8 استخر از بین مناطق 10گانه شهر قم انتخاب شد که 4 سانس به طور تصادفی انتخاب شد. تجزیه و تحلیل آماری بر روی 364 پرسشنامه که به طور کامل پاسخ داده شده بود، انجام شد. برای گرد آوری اطلاعات از پرسشنامه یی چین لیو(2008) استفاده شد و جهت تعیین روایی محتوا در اختیار 10 تن از متخصصان ورزشی قرار گرفت و پایایی ابزار از طریق ضریب آلفای کرونباخ ( ?=0.84) بدست آمد . برای تجزیه و تحلیل داده ها در سطح آمار توصیفی برای تعیین فراوانی، درصد و میانگین و در سطح آمار استنباطی، از آزمون تحلیل عاملی، کلموگراف اسمیرنوف، ضریب همبستگی پیرسون و رگرسیون چند گانه استفاده شد. بررسی یافته های پژوهش نشان داد میزان کیفیت خدمات، رضایتمندی در استخرهای شهر قم مطلوب و وفاداری مشتریان نامطلوب است. همچنین بین کیفیت خدمات استخرها و ابعاد آن با رضایتمندی و وفاداری مشتریان ارتباط معناداری وجود دارد. به این معنا که با بهبود کیفیت خدمات، رضایتمندی و وفاداری مشتریان افزایش می یابد. نتایج آزمون ویلکاکسون نشان داد بین ابعاد کیفیت خدمات، اطمینان در رتبه اول و همدلی و ملموس بودن در رتبه دوم قرار دارند. تمایل به ارائه خدمات با کیفیت، نقش مهمی در بقا و سودآوری سازمان های خدماتی ایفا می کند. بنابر این مسئولان و مدیران استخرهای شنا علاوه بر افزایش کمی و کیفی نحوه ارائه خدمات، باید در جهت حفظ مشتریان، وفاداری فعلی و جذب گروه های جدید تلاش کنند.
- Abstract
- Today, meeting the quality of services expected by customers in sport services organizations leads to higher satisfaction of customers and makes them stay loyal to services and even suggest them to other customers. This study was conducted in order to determine the relationship between the quality of services and the satisfaction and the loyality of customers of pools in Qom city. The current study method was descriptive and correlative which was conducted in the field format. The statistical society of this research was included all customers who used pools in Qom during the months of April to July 2016. Using the random sampling method, 8 pools were selected among 10 regions of Qom city and 4 times were selected randomly. Statistical analysis was conducted on 364 questionnaires which have been completely filled. To collect the data the questionnaire of Yi-Chen Liu (2008) was used and evaluated by 10 sport experts to determine the content validity and the tool reliability was obtained by Cronbach's alpha coefficient (? = 0.84). To analyze the data at the descriptive statistics level in order to determine the frequency, percent and average and at the inferential statistics level the factor analysis and Kolmogorov-Smirnov tests, the Pearson correlation coefficient and the multiple regression were used. Investigation of the survey findings showed that the quality of services and satisfaction in pools of Qom city are desirable and the loyality of customers is undesirable. Furthermore, there is a significant relationship between the quality of services in pools and their dimensions with the satisfaction and loyality of customers. On the other words, the customers' loyality and satisfaction increase by improving the quality of services. The Wilcoxon test results showed that among the dimensions of service quality, the reliability ranked first and the empathy and the tangibility are in the second place. The desire to provide quality services plays an important role in the survival and profitability of service organizations. Thus, officials and managers of swimming pools in addition to increase the quality and quantity of services, should try to maintain current customers' loyality and attract new groups.and Loyalty of customers in pools of Qomservices organizations leads to higher satisfaction of customers and makes them stay loyal to services and even suggest them to other customers. This study was conducted in order to determine the relationship between the quality of services and the satisfaction and the loyality of customers of pools in Qom city. The current study method was descriptive and correlative which was conducted in the fi eld format. The statistical society of this research was included all customers who used pools in Qom during the months of April to July 2016. Using the random sampling method, 8 pools were selected among 10 regions of Qom city and 4 times were selected ra ndomly. Statistical analysis was conducted on 364 questionnaires which have been completely filled. To collect the data the questionnaire of Yi - Chen Liu (2008) was used and evaluated by 10 sport experts to determine the content validity and the tool reliab ility was obtained by Cronbach's alpha coefficient (? = 0.84). To analyze the data at the descriptive statistics level in order to determine the frequency, percent and average and at the inferential statistics level the factor analysis and Kolmogorov - Smirn ov tests, the Pearson correlation coefficient and the multiple regression were used. Investigation of the survey findings showed that the quality of services and satisfaction in pools of Qom city are desirable and the loyality of customers is undesirable. Furthermore, there is a significant relationship between the quality of services in pools and their dimensions with the satisfaction and loyality of customers. On the other words, the customers' loyality and satisfaction increase by improving the quality o f services. The Wilcoxon test results showed that among the dimensions of service quality, the reliability ranked first and the empathy and the tangibility are in the second place. The desire to provide quality services plays an important role in the survi val and profitability of service organizations. Thus, officials and managers of swimming pools in addition to increase the quality and quantity of services, should try to maintain current customers' loyality and attract new groups. Keywords: Quality of Services, Satisfaction, Loyality
