Services Market Segmentation in Sport Private Complex Customer Perceived Quality Base

Management in sport services centers can obtain high efficiency, which attract more audience participation. Higher efficiency is important when offering services adapted to the needs of the customer and productivity of the organization. The purpose of this study was services market segmentation of sport private complex based on customer perception of quality. The Research was conducted by descriptive- survey method. The statistical population was customers of sport complex of Gas national corporate that used services for 6 months. A survey on 156 users of the services offered at private gyms. Standard survey of Sport Serve by Theodorakis et al 2001) was used and content validity of that was approved by panel of experts, including 5 university professors in sports management and in this study reliability was 0/95(p<0/005). For data analysis, the Kolmogorov Smirnov, t independently and T2 Hotelling test were used. To determine and clustering the items of the questionnaire, exploratory factor analysis was used with KMOindex and the Bartlett test was used to assess the goodness of fit model. The percentage of varianceexplained by each factor and the model were used as a predictive index (p <0/05). The results showthat the demographic characteristics of age, sex, marital status, number of years ofmembership, can be used for market segmentation. However, segmenting the number of use at a month and customer income variables were not significant (p>0/005). Thereby, managers would enjoy the benefits of these results.