Identify Assess Service Quality and Performance of Women's Health Clubs in Mashhad Using Combined Fuzzy AHP, QFD & BSC Method

One of the most important factors affecting customers’ satisfaction is the quality of services provided by sports clubs. The purpose of this research was to identify the s to assess service quality and performance of women’s health clubs in Mashhad using combined fuzzy AHP / QFD / BSC method. This study is a qualitative one and in terms of methodology, it is Grounded theory. Service quality measures and the performance of health clubs were identified by preliminary studies, interviews with managers and club officials, and final decision made by sports experts through coding, and after the final designing of the questionnaire, it was distributed between 13 sports experts. Then the collected data were analyzed using fuzzy AHP and the geometric mean in the framework of QFD method. The results showed that customer value strengthening standards and revenue-generating opportunities in financial perspective, offering special services for loyal customers, having modern attractive facilities from customer perspective, identifying strengths and weaknesses of the club and maintaining competency in educators from the perspective of internal processes, and ultimately strengthening management skills, coache's competency assessment, and the quality of their functioning in growth and learning have the highest rating compared to other measures in women’s health clubs.