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بررسی رابطه ابعاد زیباشناختی و کیفیتخدمات با وفاداری در مشتریان استخرها | |
مطالعات مدیریت ورزشی | |
مقاله 5، دوره 7، شماره 34، اسفند 1394، صفحه 91-112 اصل مقاله (243.18 K) | |
نوع مقاله: مقاله پژوهشی | |
نویسندگان | |
محمدباقر فرقانی اوزرودی* 1؛ مهدی معصومی شوب2؛ مجید صادقی2 | |
1آموزگار تربیت بدنی/آموزش و پرورش بابل | |
2دبیر تربیت بدنی/ آموزش و پرورش بابل | |
چکیده | |
هدف از پژوهش حاضر، بررسی رابطه ابعاد زیباشناختی و کیفیت خدمات با وفاداری مشتریان استخرهای دولتی و خصوصی استان مازندران بود. روش پژوهش توصیفی و از نوع پژوهشهای همبستگی که به صورت میدانی انجام شده است. 380 نفر از مشتریان استخرهای دولتی و خصوصی به عنوان نمونه آماری به روش نمونهگیری تصادفی ساده تعیین گردید. ابزار جمعآوری اطلاعات، پرسشنامه زیباشناسی سلیمانی با مقیاس پنج ارزشی لیکرت بود، پرسشنامه کیفیت خدمات لیو و پرسشنامه وفاداری لیم مورد استفاده قرار گرفت. برای تجزیه و تحلیل آماری دادهها از ضریب همبستگی پیرسون و آنتروپی به وسیله نرم افزار آماریاس. پی اس. اس نسخه 20 استفاده شد. تجزیه و تحلیل دادهها نشان داد بین زیباشناختی و زیر مجموعههای آن، کیفیتخدمات و زیرمجموعههای آن با وفاداری در جامعه تحت بررسی رابطه معنادار وجود دارد. بین سن آزمودنیها با وفاداری در جامعه تحت بررسی رابطه معنادار وجود ندارد. بین میزان وفاداری مشتریان زن و مرد در جامعه تحت بررسی اختلاف معناداری وجود دارد. بین میزان وفاداری مشتریان بر حسب میزان تحصیلات در جامعه تحت بررسی اختلاف معناداری وجود ندارد. بین ابعاد مختلف زیباشناختی در استخرهای سرپوشیده تفاوت معنیداری وجود ندارد. بین ابعاد مختلف کیفیت خدمات در استخرهای سرپوشیده تفاوت معناداری وجود ندارد. همچنین با توجه به وزن ابعاد مورد بررسی،کیفیت خدمات در وفاداری مشتریان به استخرهای ورزشی در مقایسه با ابعاد زیباشناختی در اولویت قرار ندارد. | |
کلیدواژهها | |
زیبایی شناختی؛ کیفیت خدمات؛ وفاداری مشتریان؛ استخر | |
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