The Effect of Service Quality on Customer Satisfaction and Loyalty and Promoting Brand Strategic Position of Private Clubs: Providing a Model

The aim of this study was to provide a model the effect of service quality on customer satisfaction and loyalty and to promote brand strategic position of the private clubs. This study was application, descriptive in terms of strategy and a survey. The data were collected by field method using a questionnaire. The population consisted of all customers of Isfahan private clubs (5 years of membership) in 2016 (N=750). 254 subjects were selected as sample by Cochran formula. To collect data, Service Quality Questionnaire (Mahmudi, 2016),Customer Satisfaction (Malekakhlagh, 2011) and Promoted Brand Strategic Position Questionnaire (Ghavami, 2016) were used.Face and content validity of these questionnaires were confirmed by professionals while their reliability was calculated by Cronbach's alpha (respectively 0.90, 0.91, 0.92). Path analysis of structural equation was used to analyze data.The results showed that service quality had an effect on customer satisfaction and loyalty and the promotion of brand strategic position. The implementation of models of measuring the effect of strategies of service quality on customer satisfaction and loyalty and promotion of brand strategic position of private clubs showed good fit and confirmed the conceptual model of the study.Therefore, it is recommended that the club managers should consider those services tailored to the interests and demands of customers to promote brand position in the competitive market.