The Moderator Role of Social Media in Relation Between the Services Quality and Satisfaction with the Customer Behavioral Intention in Swimming Clubs

The purpose of this study was to determine the moderating role of social media in relationship between service quality, customer satisfaction and customers' behavioral intention in swimming clubs.This research is applied, descriptive and correlational. The statistical population of this research was the customers of swimming clubs in Tehran. Sample size was determined by Cochran formula. Cluster and random sampling was performed to select 384 persons. The ervice quality questionaire (Liu, 2008), customer satisfaction questionaire (Chen, 2005), customers' behavioral intention questionaire (Parasuman, 1991) and researcher-made social media role questionnaire were used for data collection. The validity of the questionnaires was confirmed by the supervisor and a number of experts in the field of research. The reliability of the questionnaires was evaluated by factor loadings, Cronbach's alpha, composite reliability, and mean extracted variance. The results of Spearman correlation test showed that the quality of service has a significant direct relationship with customer satisfaction and customers' behavioral intention. Customer satisfaction also had a significant direct relationship with customers' behavioral intention. The results of the structural equation method showed that social media moderates the relationship between service quality and customer satisfaction. . Social media also moderates the relationship between customer satisfaction and customers' behavioral intention.