Exploring the Effect of SERVQUAL Model Aspects of Service Quality on Female Customer's Satisfaction in Sport Clubs

This study examined the effect of SERVQUAL aspects of service quality on female customers’ satisfaction in sport clubs. The study was descriptive-correlation conducted as a field. The research population consisted of all female customers of sport clubs in Sabzevar city who had at least 6 months of sport participation. The sample consisted of 154 customers. The questionnaire of Service Quality by Yi-Chin Liu (2008) and questionnaire of Customer Satisfaction by Jao-Chuan Lin (2008) were used to collect data. Descriptive statistics were used to analyze demographic features and inferential statistics including Kolmogorov-Smirnov test¡ Pearson correlation coefficient¡ multiple regression and confirmatory factor analysis were applied as well. Findings showed a positive significant relationship between service quality and female customers’ satisfaction. Among 5 SERVQUAL aspects of service quality¡ tangibles and empathy were stronger predictors of customer satisfaction. Confirmatory factor analysis showed that assurance (load=0.95) had the most importance and reliability (load=0.88) had the least importance in service quality priorities of sport clubs.