Determining the mediating role of perceived risk on the relationship between the perceived service quality and citizenship behavior of customers in Isfahan sports centers

The purpose of this study was to determine the mediating role of perceived risk on the relationship between the perceived service quality and citizenship behavior of customers in Isfahan sports centers

The method of the present study was this descriptive correlation with structural equation approach and applied in terms of  purpose. The statistical population of  the study included all customers of sports centers in Isfahan. cluster random sampling method was used to select the sample. demographicchracteristics form. Parasuraman et al. (1988) perceived service quality assessment questionnaire. (groth,2005) Customer Citizenship Behavior Questionnaire , Carole et al., 2014 Perceived Risk Questionnaire werw use to collect data.the face and content validityof the questionnairewere confirmed by sport management experts in the field of sports marketing the  reliability of the questionnaire was obtained through Cronbach's alpha (α)for perceived service quality of (0.821), customer's citizenship behavior of (0.912), and perceived risk of (0/832). The Kolmogorov-Smirnov test was use to check the normality  of data distribution, and Spearman correlation coefficient, muitiple linear regression and Bootstrap method and structural equations and PLS and spss software were used to analyze the research data.

The results showed that the quality of perceived services has significant effect on citizenship behavior(β = 0.852 ,P <0.01);there is also a significant relationship between  the quality of perceived service  and  perceived risk(β = 0.315,P <0.01); the effect of perceived quality and citizenship behavior significantmodolates (β = -0.027,P <0.01)and have level of modle itadesirable

perceived risk also has a positive effect on customer citizenship behavior and finally the effect of service quality on customer citizenship behavior due to perceived risk was direct and positive