Designing the Model of Effect of Customer Relationship Management (CRM) on Customer Satisfaction from Service Quality Based on ServQual in Bodybuilding and Aerobics Clubs
Author(s):
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
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.
Keywords:
Language:
Persian
Published:
Sport Physiology &Management Investigations, Volume:10 Issue: 2, 2018
Pages:
69 to 82
magiran.com/p1871642
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یکساله به مبلغ 1,390,000ريال میتوانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.
In order to view content subscription is required
Personal subscription
Subscribe magiran.com for 70 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!