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Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama

Year 2021, Volume: 16 Issue: 2, 101 - 111, 31.12.2021
https://doi.org/10.33459/cbubesbd.1005150

Abstract

Bu çalışmanın amacı su sporları hizmeti sunan işletmelerdeki hizmet kalitesinin müşteri sadakatine olan etkisinin incelenmesidir. Çalışmanın verileri Muğla ilinde su sporları hizmeti sunan ticari işletmelerin müşterilerinden elde edilmiştir. Veri toplama araçları olarak; hizmet kalitesini ölçmek amacıyla Yıldız ve Kara (2012) tarafından geliştirilen QSport-14 Ölçeği, müşteri sadakatini ölçmek amacıyla Zeithaml, Berry ve Parasuraman (1996) tarafından geliştirilen Müşteri Sadakati Ölçeği kullanılmıştır. Bu çalışmadaki verilerin değerlendirilmesinde tanımlayıcı istatistik, geçerlik ve güvenirlik analizi, korelasyon ve hiyerarşik regresyon analizi kullanılmıştır. Analiz sonuçları hizmet kalitesinin müşteri sadakati üzerinde güçlü etkisinin olduğunu göstermiştir (β=0,713; p<0,01). Ayrıca hizmet kalitesinin üç alt boyutunun müşteri sadakatine olan etkisi ayrı ayrı incelenmiştir. Benzer şekilde personel (eğitmenler) (β=0,542; p<0,01), fiziksel özellikler (β=0,691; p<0,01) ve program (β=0,597; p<0,01) alt boyutları da müşteri sadakatini anlamlı ve pozitif olarak etkilemiştir. Bu sonuçlar hizmet kalitesinin müşteri sadakatini sağlamada önemli bir araç olduğunu ortaya koymuştur. Bu bağlamda bu çalışma işletme yöneticilerine belirli aralıklarla hizmet kalitesi ölçümlerini yapmalarını önermektedir. Böylece, ortaya çıkabilecek zayıf alanlar için iyileştirme ve gelişme fırsatı sağlanabilir. 

Supporting Institution

TUBİTAK - Üniversite Öğrencileri Araştırma Projeleri Destekleme Programı (2209-A)

Project Number

1919B012005597

References

  • Amman, M.T. (2000). Spor sosyolojisi. Ed: H.C. İkizler, Sporda Sosyal Bilimler. İstanbul: Alfa Basım.
  • Čáslavová, E. & Čmakalová, H. (2015). Competition and customer loyalty of fitness centres in the Prague region compared to the Prague-West area. Studia Sportiva, 1, 144-150.
  • Cizrelioğlu, M.N., Altun, Ö. & Barut, P. (2021). The relationship between service quality and customer satisfaction: Sport and health centers in North Cyprus. Special Issue on Managing Tourism Across Continents, Journal of Yasar University, 16 (Special Issue), 40-50.
  • Clow, K.E. & Vorhies, D.W. (1993). Building a competitive advantage for service firms: Measurement of consumer expectations of service quality. Journal of Services Marketing, 7(1), 22-32.
  • Cronin, J.J. & Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
  • Cronin, J.J. & Taylor, S.A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131.
  • Dam, S.M. & Dam, T.C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.
  • Fida, B.A., Ahmed, U., Al-Balushi, Y. & Singh, D. (2020). Impact of service quality on customer loyalty and customer satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 1-10.
  • Grönroos, C. (1984). A service quality model and its marketing implementations. European Journal of Marketing, 18(4), 36-44.
  • Innis, D.E. & Londe, B.J. (1994). Customer service: The key to customer satisfaction, customer loyalty, and market share. Journal of Business Logistics, 15(1), 1-27.
  • Lee, S.Y. (2017). Service quality of sports centers and customer loyalty. Asia Pasific Journal of Marketing and Logistics, 29(4), 870-879.
  • Nacar, E., Şimşek, A. & Devecioğlu, S. (2019). Fitness merkezlerinde hizmet kalitesi, müşteri tatmini ve müşteri sadakati üzerine bir çalışma. Akademik Sosyal Araştırmalar Dergisi, 7(88), 42-52.
  • Ndayisenga, J. (2019). Effect of service quality and rates on satisfaction and loyalty of customer behavior at fitness. International Journal of Human Movement and Sports Sciences, 7(2), 25-32.
  • Ngo, V.M. & Nguyen, H.H. (2016). The relationship between service quality, customer satisfaction and customer loyalty: An investigation in Vietnamese retail banking sector. Journal of Competitiveness, 8(2), 103-116.
  • Oliver R.L. (1999). Whence consumer loyalty? Journal of Marketing, Special Issue, 33-44.
  • Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  • Putro, K.H., Siswantoyo, & Aman, M.S. (2020). Analysis of effects of service quality and loyalty on interest rates of basketball athletes in Sahabat Basketball Club Yogyakarta. Holistica Journal of Business and Public Administration, 11(2), 151-160.
  • Saneva, D. & Chortoseva, S. (2020). Service quality, customer satisfaction and customer loyalty: Testing a structural equation model. Quality Management, 21(179), 124-128.
  • Setó-Pamies, D. (2012). Customer loyalty to service providers: Examining the role of service quality, customer satisfaction and trust. Total Quality Management & Business Excellence, 23(11-12), 1257-1271.
  • Schijns, J.M.C., Caniels, M.C.J. & Le Conte, J. (2016). The impact of perceived service quality on customer loyalty in sports clubs. International Journal of Sport Management Recreation and Tourism, 24, 43-75.
  • Tanrıkulu, G. & Ekici, S. (2020). Yerel yönetimlerin spor tesislerinden faydalanan yöre halkının hizmet kalitesi beklentisi ve algısına yönelik bir inceleme: Keçiören Belediyesi örneği. Spor Bilimleri Araştırmaları Dergisi, 5(1), 15-26.
  • Theodorakis, N., Kambitsis, C. & Laios, A. (2001). Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality: An International Journal, 11, 431-438.
  • Wong, A. & Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of Services Marketing, 17(5), 495-513.
  • Yıldız, K., Polat, E. & Güzel, P. (2018). A study investigating the perceived service quality levels of sport center members: A kano model perspective. Journal of Education and Training Studies, 6(4), 177-188.
  • Yıldız, S.M. (2010). Spor ve fiziksel etkinlik hizmetleri pazarlaması. Ankara: Detay Yayınevi.
  • Yildiz, S.M. & Tüfekçi, Ö. (2010). Assessment of expectations and perceptions of fitness center customers for service quality. Balikesir University The Institute of Social Sciences, 13(24), 1-11.
  • Yildiz, S.M. (2011). An importance-performance analysis of fitness center service quality: Empirical results from fitness centers in Turkey. African Journal of Business Management, 5(16), 7031-7041.
  • Yildiz, S.M. & Kara, A. (2012). A re-examination and extension of measuring perceived quality in physical activity and sports centers: The QSport-14 scale. International Journal of Sports Marketing & Sponsorship, 13(3), 189-208.
  • Yildiz, S.M. & Duyan, M. (2019). An empirical investigation of the relationship among service quality, customer satisfaction, and customer loyalty in sports and physical activity centers. Pamukkale Journal of Sport Sciences,10(1), 17-30.
  • Zeithaml, V.A., Berry, L.L. & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.

The Effect of Service Quality on Customer Loyalty: A Study on Water Sports Organizations’ Customers

Year 2021, Volume: 16 Issue: 2, 101 - 111, 31.12.2021
https://doi.org/10.33459/cbubesbd.1005150

Abstract

The purpose of this study was to examine the effect of service quality on customer loyalty in water sports services organizations. The data of the study were obtained from the customers of commercial organizations providing water sports services in Mugla province in the west of Turkey. As data collection tools; the QSport-14 Scale developed by Yildiz and Kara (2012) was used to measure service quality, and the customer loyalty scale developed by Zeithaml, Berry, and Parasuraman (1996) was used to measure customer loyalty. Descriptive statistics, validity and reliability analysis, correlation, and hierarchical regression analysis were used in the evaluation of the data. Analysis results showed that service quality had a strong effect on customer loyalty (β=0.713; p<0.01). This result revealed that one of the means of ensuring customer loyalty was service quality. In addition, the effect of the 3 sub-dimensions of service quality on customer loyalty was examined separately. Similarly, staff (trainer) (β=0.542; p<0.01), installations (β=0.691; p<0.01), and programme (β=0.597; p<0.01) sub-dimensions also significantly and positively affected customer loyalty. These results revealed that service quality is an important tool in ensuring customer loyalty. In this context, this study suggests that organization managers should make service quality measurements at regular intervals. In this way, if weak areas emerge of the service, improvement strategies can be developed for them. This can play an active role in ensuring customer loyalty.

Project Number

1919B012005597

References

  • Amman, M.T. (2000). Spor sosyolojisi. Ed: H.C. İkizler, Sporda Sosyal Bilimler. İstanbul: Alfa Basım.
  • Čáslavová, E. & Čmakalová, H. (2015). Competition and customer loyalty of fitness centres in the Prague region compared to the Prague-West area. Studia Sportiva, 1, 144-150.
  • Cizrelioğlu, M.N., Altun, Ö. & Barut, P. (2021). The relationship between service quality and customer satisfaction: Sport and health centers in North Cyprus. Special Issue on Managing Tourism Across Continents, Journal of Yasar University, 16 (Special Issue), 40-50.
  • Clow, K.E. & Vorhies, D.W. (1993). Building a competitive advantage for service firms: Measurement of consumer expectations of service quality. Journal of Services Marketing, 7(1), 22-32.
  • Cronin, J.J. & Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
  • Cronin, J.J. & Taylor, S.A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131.
  • Dam, S.M. & Dam, T.C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.
  • Fida, B.A., Ahmed, U., Al-Balushi, Y. & Singh, D. (2020). Impact of service quality on customer loyalty and customer satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 1-10.
  • Grönroos, C. (1984). A service quality model and its marketing implementations. European Journal of Marketing, 18(4), 36-44.
  • Innis, D.E. & Londe, B.J. (1994). Customer service: The key to customer satisfaction, customer loyalty, and market share. Journal of Business Logistics, 15(1), 1-27.
  • Lee, S.Y. (2017). Service quality of sports centers and customer loyalty. Asia Pasific Journal of Marketing and Logistics, 29(4), 870-879.
  • Nacar, E., Şimşek, A. & Devecioğlu, S. (2019). Fitness merkezlerinde hizmet kalitesi, müşteri tatmini ve müşteri sadakati üzerine bir çalışma. Akademik Sosyal Araştırmalar Dergisi, 7(88), 42-52.
  • Ndayisenga, J. (2019). Effect of service quality and rates on satisfaction and loyalty of customer behavior at fitness. International Journal of Human Movement and Sports Sciences, 7(2), 25-32.
  • Ngo, V.M. & Nguyen, H.H. (2016). The relationship between service quality, customer satisfaction and customer loyalty: An investigation in Vietnamese retail banking sector. Journal of Competitiveness, 8(2), 103-116.
  • Oliver R.L. (1999). Whence consumer loyalty? Journal of Marketing, Special Issue, 33-44.
  • Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  • Putro, K.H., Siswantoyo, & Aman, M.S. (2020). Analysis of effects of service quality and loyalty on interest rates of basketball athletes in Sahabat Basketball Club Yogyakarta. Holistica Journal of Business and Public Administration, 11(2), 151-160.
  • Saneva, D. & Chortoseva, S. (2020). Service quality, customer satisfaction and customer loyalty: Testing a structural equation model. Quality Management, 21(179), 124-128.
  • Setó-Pamies, D. (2012). Customer loyalty to service providers: Examining the role of service quality, customer satisfaction and trust. Total Quality Management & Business Excellence, 23(11-12), 1257-1271.
  • Schijns, J.M.C., Caniels, M.C.J. & Le Conte, J. (2016). The impact of perceived service quality on customer loyalty in sports clubs. International Journal of Sport Management Recreation and Tourism, 24, 43-75.
  • Tanrıkulu, G. & Ekici, S. (2020). Yerel yönetimlerin spor tesislerinden faydalanan yöre halkının hizmet kalitesi beklentisi ve algısına yönelik bir inceleme: Keçiören Belediyesi örneği. Spor Bilimleri Araştırmaları Dergisi, 5(1), 15-26.
  • Theodorakis, N., Kambitsis, C. & Laios, A. (2001). Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality: An International Journal, 11, 431-438.
  • Wong, A. & Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of Services Marketing, 17(5), 495-513.
  • Yıldız, K., Polat, E. & Güzel, P. (2018). A study investigating the perceived service quality levels of sport center members: A kano model perspective. Journal of Education and Training Studies, 6(4), 177-188.
  • Yıldız, S.M. (2010). Spor ve fiziksel etkinlik hizmetleri pazarlaması. Ankara: Detay Yayınevi.
  • Yildiz, S.M. & Tüfekçi, Ö. (2010). Assessment of expectations and perceptions of fitness center customers for service quality. Balikesir University The Institute of Social Sciences, 13(24), 1-11.
  • Yildiz, S.M. (2011). An importance-performance analysis of fitness center service quality: Empirical results from fitness centers in Turkey. African Journal of Business Management, 5(16), 7031-7041.
  • Yildiz, S.M. & Kara, A. (2012). A re-examination and extension of measuring perceived quality in physical activity and sports centers: The QSport-14 scale. International Journal of Sports Marketing & Sponsorship, 13(3), 189-208.
  • Yildiz, S.M. & Duyan, M. (2019). An empirical investigation of the relationship among service quality, customer satisfaction, and customer loyalty in sports and physical activity centers. Pamukkale Journal of Sport Sciences,10(1), 17-30.
  • Zeithaml, V.A., Berry, L.L. & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
There are 31 citations in total.

Details

Primary Language Turkish
Subjects Sports Medicine
Journal Section Articles
Authors

Gamze Nur Akbulut 0000-0002-3805-0842

Süleyman Murat Yıldız 0000-0001-7622-9870

Project Number 1919B012005597
Early Pub Date December 6, 2021
Publication Date December 31, 2021
Submission Date October 13, 2021
Acceptance Date December 6, 2021
Published in Issue Year 2021 Volume: 16 Issue: 2

Cite

APA Akbulut, G. N., & Yıldız, S. M. (2021). Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama. CBÜ Beden Eğitimi Ve Spor Bilimleri Dergisi, 16(2), 101-111. https://doi.org/10.33459/cbubesbd.1005150
AMA Akbulut GN, Yıldız SM. Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama. CBÜ BESBD. December 2021;16(2):101-111. doi:10.33459/cbubesbd.1005150
Chicago Akbulut, Gamze Nur, and Süleyman Murat Yıldız. “Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama”. CBÜ Beden Eğitimi Ve Spor Bilimleri Dergisi 16, no. 2 (December 2021): 101-11. https://doi.org/10.33459/cbubesbd.1005150.
EndNote Akbulut GN, Yıldız SM (December 1, 2021) Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama. CBÜ Beden Eğitimi ve Spor Bilimleri Dergisi 16 2 101–111.
IEEE G. N. Akbulut and S. M. Yıldız, “Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama”, CBÜ BESBD, vol. 16, no. 2, pp. 101–111, 2021, doi: 10.33459/cbubesbd.1005150.
ISNAD Akbulut, Gamze Nur - Yıldız, Süleyman Murat. “Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama”. CBÜ Beden Eğitimi ve Spor Bilimleri Dergisi 16/2 (December 2021), 101-111. https://doi.org/10.33459/cbubesbd.1005150.
JAMA Akbulut GN, Yıldız SM. Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama. CBÜ BESBD. 2021;16:101–111.
MLA Akbulut, Gamze Nur and Süleyman Murat Yıldız. “Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama”. CBÜ Beden Eğitimi Ve Spor Bilimleri Dergisi, vol. 16, no. 2, 2021, pp. 101-1, doi:10.33459/cbubesbd.1005150.
Vancouver Akbulut GN, Yıldız SM. Hizmet Kalitesinin Müşteri Sadakatine Etkisi: Su Sporları İşletmesi Müşterileri Üzerinde Bir Uygulama. CBÜ BESBD. 2021;16(2):101-1.