The Role of Service Infrastructure Management in Customer's Behavioral Intentions: A Case Study of National Gas Co. Sport Complexes

In today's challenging environment, managers emphasize sustainable and profitable relationships with customers. Moreover, the issue of customer's behavioral intentions (like loyalty) and the identification of the effective factors have a double significance. The aim of this study was to investigate the role and relationship of the management of servicescape and service infrastructures with behavioral intentions of customers. The study was a descriptive survey. The statistical sample consisted of 200 users of the services offered at the National Gas Company sport complexes in 2013. A researcher-made questionnaire with 59 items was used in this study. The reliability of this questionnaire was 0.96 (P<0.01). In the fit model with 8 factors which showed a good consistency with the current models, customer's involvement, servicescape and employees were independent factors; waiting time, service quality, value and satisfaction were the related factors and the behavioral intentions was the answer factor of the model. Also, the managers should notice the bivariate correlations of the factors. Customer's involvement was the key factor that affected customer's satisfaction and loyalty. Service quality, servicescape, employees and customer's satisfaction were important factors, but value must receive more attention.