A Study of the Relationship between Market Orientation and Customer Satisfaction with Service Quality in Kerman's Body Building Gyms1

The aim of the present research was to investigate the relationship between market orientation and customer satisfaction with the quality of service of fitness clubs in Kerman. The current research method is a descriptive one that was carried out by the correlation method, and in terms of its purpose, it is considered applied research; The statistical population of this research is the customers of fitness clubs in the city of Kerman, and the statistical sample was selected as available, and about 240 people were selected from the customers of fitness clubs in the city of Kerman. The tools of the current research are market orientation questionnaires by Narur and Slater (1999) and customer satisfaction questionnaires by Rajabi et al. (2009). The validity of the research questionnaires was confirmed by 11 sports management professors and its reliability was obtained using Cronbach's alpha coefficient test of 0.76 and 0.84. Data analysis was done using the Kolmogorov-Smirnov test, Pearson correlation coefficient test, and regression analysis test with the help of SPSS version 23 software. The results of the research showed that there is a positive and significant relationship between the dimensions of market orientation with customer satisfaction; Therefore, the managers of the clubs can set goals in order to create value for the customers by understanding the needs and desires of the customers and by providing services such as providing suitable physical and environmental equipment, correct behavior of employees, providing training programs and easy access to services. Constantly seek to measure customer satisfaction.