The Study of Customer's Satisfaction from Fitness Clubs in Ahwaz

The aim of this research was to identify customer's satisfaction from Ahwaz fitness clubs. This research was survey which was conducted by field method. The statistical population consisted of male and female customers of fitness clubs in Ahwaz in 2011 (N=950). Using the Kerjesy and Morgan’s table and convenience sampling method, the statistical sample was determined (n=273). A researcher-made customer satisfaction questionnaire containing 61 questions in 5 sections was used to collect data. Construct validity of the questionnaire was calculated via factor analysis (0.90), and reliability was estimated as 0.96 using Cronbach’s alpha method. For data analysis, descriptive and inferential statistics (binominal test, Mann- Whitney test) were employed and the significance level for testing hypotheses was determined (α=0.05). The findings showed that the customers were generally satisfied with the physical fitness clubs of Ahwaz (M=3.99). Although there was no significant difference in the amount of satisfaction between male and female customers regarding social relationships, physical-mental health, the quality of staff services and exercise programs, there was a significant difference in the satisfaction from equipment and physical environment of fitness clubs between male and female customers, that is to say men hadhigher satisfaction than women. Considering the results of this research, it is recommended that fitness clubs pay more attention to quality of services and standards of their equipment and facilities in addition to customers’ needs and favorite sport fields especially for females.