تبيين ابعاد و مدلسازي روابط ميان عوامل ملموس كيفيت خدمات و نيات رفتاري مشتريان

Explain dimensions and modeling of the relationship between Tangible Factors of service quality and Behavioral Intentions of customers Case Study: Fitness Complexes of Tehran's Municipality

هدف از اين تحقيق مدلسازي عوامل ملموس كيفيت خدمات و نيات رفتاري مشتريان بود. تحقيق به ‌روش توصيفي- پيمايشي انجام گرفت. نمونه‌ها 193 تن از مشتريان مجموعه‌هاي بدنسازي شهرداري تهران بودند. ابزار تحقيق دو پرسشنامۀ محقق‌ساخته شامل 44 و 9 سؤال بود كه روايي آنها توسط پنج نفر از استادان مديريت ورزشي تأييد. پايايي پرسشنامه‌ها نيز به‌ترتيب 0/944و 0/872 به‌دست آمد (0/001

The aim of this study was to model the tangible factors of service quality and behavioral intentions of customers. The method was descriptive - survey. The sample consisted of 193 customers of the bodybuilding clubs in Tehran Municipality. 2 researcher-made questionnaires (44 and 9 items) were used. Their validity was confirmed by 5 sport management professors and their reliability was calculated as 0.944 and 0.872 (P<0.001). In the proposed model, organization and price were identified as independent factors and behavioral intentions as reply factor. Organization affected behavioral intentions through the path of these factors: facility with impact factor 0.426, signs 0.423, equipment 0.588, environmental conditions 0.578, access 0.454 and color and decoration 0.317 (P<0.001). Price affected behavioral intentions through these factors: facility with impact factor -0.022, signs 0.137, equipment 0.288, environmental conditions 0.278, access 0.202 and color and decoration 0.282. In addition, organization and price (respectively 0.31 and -0.156) influenced behavioral intentions (P<0.001). An optimal management of tangible factors of service quality such as physical elements is helpful to develop customers' behavioral attention to managers