Comparison of the loyalty model of new and experienced customers of health clubs in Isfahan

The purpose of this study is to provide a model of loyalty to new customers with a history of sports and entertainment complexes in Isfahan. The method of conducting this research was causal-comparative and in the classification of research according to the purpose, this research is placed in the category of applied research. The statistical population included customers using the services of sports and recreation complexes in Isfahan. According to Morgan's table, the maximum sample size of 384 people was selected. The questionnaire used in this study had 5 sections including personal information, service quality questionnaire, customer satisfaction, customer loyalty and return questionnaire. In this study, descriptive statistical methods including central tendency indices and dispersion indices and inferential statistical methods including Pearson correlation and structural equations at the alpha level of 0.05 were used. SPSS22 software was used for data analysis and AMOS22 software was used for structural equation modeling. The results showed that there is a significant causal relationship between perceived service quality with satisfaction and willingness to return in both groups of new and experienced customers. Loyalty also plays a more effective role in the tendency of new customers to return. Finally, the communication model of perceived quality of sports services, satisfaction, willingness to return and loyalty of new and experienced customers of Isfahan sports entertainment complexes has a good fit. It seems that all groups of customers, both new and experienced, should be considered by club owners, and improving the quality of service and satisfaction are the main goals of club managers. Also, due to the greater impact of loyalty on the repurchase of clubs in new customers than experienced customers, special attention should be paid to creating satisfaction by improving the quality of service to new customers.