The Relationship between the Sporting Services Quality Provided by Mashhad Municipality and Female Citizen's Satisfaction on the Basis of SERVQUAL Model

The aim of this study was to determine the relationship between the sporting services quality provided by Mashhad Municipality and the satisfaction of female citizens based on SERVQUAL model. The statistical population included all women older than 18 years old going to sport facilities of Mashhad municipality (N=9236 based on the statistics of the management of sport for all in Mashhad municipality). Using Cochran's sample size formula, 417 subjects were randomly selected. For data collection, Liu Yi China's Service Quality and Satisfaction Questionnaire (2008) was used which was designed on the basis of SERVQUAL model of Parasvrman et al. (1988). The face and content validity of the questionnaire was determined by the corrective comments of sport management professors. The reliability of the questionnaire was obtained 0.94 by g Cronbach's alpha test. The research methodology was a survey carried out as a field study. For data analysis, statistical tests of Kolmogorov–Smirnov, Spearman correlation coefficient and regression analysis in SPSS software were used. The results showed a positive and significant relationship between sporting services quality and its different aspects and women’s satisfaction. Also, the results of regression analysis showed that features of tangibility, reliability, responsibility and service assurance could predict satisfaction.