نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی‌ارشد مدیریت ورزشی، دانشگاه خوارزمی تهران
2 استادیار مدیریت ورزشی، دانشگاه خوارزمی
چکیده
امروزه، توجه به نیازهای مشتریان و پاسخ‌گویی به خواسته‌های آنان در میادین ورزشی ازطریق بهبود کیفیت خدمات و جلب رضایت مشتریان، امری مهم و ضروری تلقی می‌شود. هدف پژوهش حاضر، تعیین ارتباط کیفیت خدمات (برمبنای مدل کیواسک) با رضایتمندی و تمایل به حضور مجدد دانشجویان در فعالیت‌های فوق‌برنامة ورزشی دانشگاه آزاد اسلامی واحد همدان بود. این پژوهش، توصیفی و ازنوع همبستگی بود. جامعة آماری پژوهش شامل آن دسته از دانشجویان دانشگاه آزاد اسلامی همدان شد که از برنامه‌های فوق‌برنامة ورزشی دانشگاه استفاده می‌کردند. با توجه به فرمول کوکران، 384 نفر به‌عنوان نمونة پژوهش انتخاب شدند. برای سنجش کیفیت خدمات از پرسش‌نامة کیواسک استفاده شد. میزان رضایت مشتریان با پرسش‌نامة رضایت مشتری او سی اس سنجیده شد و برای سنجش حضور مجدد از پرسش‌نامة رفتار آتی بی اف آی اس استفاده شد. داده‌های پژوهش با استفاده از آمارهای توصیفی و استنباطی نظیر آزمون همبستگی اسپیرمن، رگرسیون، ویلکاکسون و فریدمن تجزیه‌وتحلیل شدند. نتایج پژوهش نشان داد که بین کیفیت خدمات با رضایتمندی و تمایل به حضور مجدد رابطة مثبتی وجود داشت. همچنین، 5/7 درصد از تغییرات واریانس رضایتمندی، ازطریق کیفیت خدمات و 22 درصد از تغییرات واریانس تمایل به حضور مجدد، ازطریق کیفیت خدمات قابل‌تبیین بودند. با توجه به نتایج پژوهش پیشنهاد می‌شود به امر کیفیت خدمات در باشگاه‌های ورزشی توجهی ویژه شود تا با افزایش کیفیت خدمات، رضایتمندی و تمایل به حضور مجدد در افراد بیشتر شود.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Relationship between Service Quality (Based on QUESC Model) and Satisfaction and Future Intention Students in Extracurricular Sport Activities in Azad University of Hamedan
نویسندگان [English]
- Peyman Kalhory 1
- Hossein Akbari Yazdi 2
1 M.Sc. in Sport Management, Kharazmi University
2 Assistant Professor of Sport Management, Kharazmi University
چکیده [English]
Now days attention to the customer needs and respond to their demands in sports places through improved service quality and satisfaction is so important. Present study has been conducted to aim determination of the relationship between service quality (based on QUESC Model) and satisfaction and future intention students in extracurricular sport activities in Azad University of Hamedan. This study is descriptive and kind of correlation. The statistical population of this study included the user students of extracurricular sport activities programs at Azad University of Hamadan. According to Cochran formula 384 people were selected as the research sample. To measure of service quality (QUESC) questionnaire was used to measure of customer satisfaction, customer satisfaction questionnaire (OCS) was used and to measure of future intention participation, future behavior questionnaire was used. Research data were analyzed by using descriptive and inferential statistics such as Spearman, regression, Wilcoxon and Friedman. The results of this study indicated that there is a positive correlation between service quality and satisfaction and future intention. Other results indicated that 7.5% of variations variance in satisfaction through service quality and 22% of variations variance future intention through service quality can be explain. According to the results of the research, recommend to pay special attention to the service quality in sports clubs, in order to increase service quality, get more satisfaction and future intention.
کلیدواژه‌ها [English]
- Service Quality
- Satisfaction
- Future Intention
- Extracurricular Sport Activities
- QUESC Model
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