Designing the Model of Effect of Customer Relationship Management (CRM) on Customer Satisfaction from Service Quality Based on ServQual in Bodybuilding and Aerobics Clubs

The aim of this study was to design the model of effect of customer relationship management (CRM) on customer satisfaction from service quality based on Servqual model in bodybuilding and aerobic clubs in Birjand city. The study method was descriptive - survey. 214 customers of bodybuilding and aerobic clubs in Birjand city completed two questionnaires: 1. Customer Relationship Management Questionnaire and 2. Servqual Questionnaire which respectively assessed customer relationship management and customer satisfaction in bodybuilding and aerobic clubs. For data analysis, the Kolmogorov-Smirnov test, descriptive statistics and structural equation were used. All data were analyzed using SPSS and LISREL software at a significance level (P≤0.05). The findings showed that physical condition (t=2.14, β=0.18), responsiveness (t=4.43, β=0.36), confidence (t=1.04, β=0.28), guarantee (t=3.07, β=0.28) and empathy (t=2.13, β=0.19) had significant effects on customer satisfaction. Regarding these results, it is suggested that club managers should profit from customer satisfaction to develop their competitive position and to gain a competitive advantage and use all satisfaction components equally.