Extended Abstract
Background and Purpose
Customer experience in sports clubs plays a critical role in determining the success and longevity of these institutions. As the sports industry becomes increasingly competitive, sports clubs must not only focus on providing quality equipment and sports services but also on crafting a holistic and personalized experience for their customers. The significance of customer experience is particularly high in sports clubs, where the satisfaction of individuals is deeply intertwined with both their physical and emotional engagement with the environment. This study investigates the key factors influencing customer experience in sports clubs in Isfahan, Iran, and aims to develop a comprehensive model based on the Delphi method. This model is intended to assist managers in improving various aspects of the customer experience, including service quality, customer interaction, environmental design, and technology integration. In the context of Isfahan, where the sports industry is rapidly developing, the study aims to address challenges related to service delivery, customer satisfaction, and long-term customer retention in local sports clubs. By providing a clear framework for improving customer experiences, this research aims to support the transformation of sports clubs into more customer-oriented and competitive organizations that can thrive in an increasingly crowded marketplace.
Methods
The research employed a modified Delphi method, which is a well-established technique for obtaining expert consensus on complex issues through multiple rounds of surveys and structured feedback. The process involved three rounds of surveys with a panel of 20 experts who were selected based on their expertise in sports management, customer service, and related fields within the sports industry in Isfahan. These experts had an average of 15 years of professional experience and were drawn from diverse backgrounds including sports club management, academic research, and customer service operations. In the first round, the experts were asked to identify and list the key factors influencing customer experience in sports clubs, focusing on elements such as service quality, staff interactions, physical environment, and technological integration. Based on their responses, the research team developed an initial conceptual model, which categorized the identified factors into various thematic groups. In the second round, the experts were asked to rate the importance of each factor using a Likert scale, ranging from 1 (least important) to 5 (most important), and to provide additional qualitative feedback for further refinement of the model. The results of the second round led to the refinement and organization of the factors into more specific sub-factors that captured the nuances of customer experience. In the final round, the experts were asked to review the refined list of factors and sub-factors and provide their final assessments and ratings. The goal of this round was to achieve consensus on the key factors and their relative importance for practical application. The analysis was based on both the quantitative ratings provided by the experts as well as the qualitative feedback regarding the conceptual clarity and practical relevance of each factor. Statistical analysis, including the calculation of content validity indices (CVI) and consensus measures, was used to assess the validity and reliability of the factors identified. In total, three rounds of surveys were conducted over a six-month period, with each round followed by systematic feedback collection and iterative refinement of the model based on expert input.
Results
The Delphi process resulted in the identification of 13 main factors and 77 sub-factors that influence the customer experience in sports clubs in Isfahan. These factors were categorized into various domains: advertising, human factors, social factors, customer support, environmental factors, service delivery processes, customer characteristics, past experiences, physical factors, marketing strategies, service characteristics, brand influence, and perceived quality. The results showed that advertising, human factors, and customer support emerged as the most important factors influencing customer experience overall. In particular, advertising quality, including the alignment of advertisements with actual service delivery and the strategic use of social media platforms, was found to be crucial in attracting new customers and building trust among existing ones. The human factor, which includes staff skills, professionalism, ethical behavior, and interpersonal interactions, was another significant contributor to positive customer experience. These interactions fostered customer trust and created long-lasting relationships, which were pivotal for securing customer loyalty and repeat business. Additionally, customer support emerged as a critical factor for enhancing customer satisfaction. This includes responsive customer service, the availability of both in-person and online support channels, proactive customer feedback mechanisms, and consistently respecting customers' rights. These elements collectively contribute to building a positive image of the sports club and enhancing the overall service experience from the customer's perspective. The environmental factors also played an important role in shaping customer experience. The availability of modern facilities, cleanliness, design aesthetics, and convenient accessibility were all identified as essential aspects of the physical environment that contribute to customer satisfaction and comfort. Similarly, social factors, including the interactions between customers and staff, customer-to-customer interactions, and community-building efforts facilitated through sports clubs, were found to significantly influence customer perception and loyalty. Other significant findings included the impact of physical factors, such as the quality of gym equipment, appropriate lighting, and the incorporation of modern technological applications in clubs, all of which enhance the user experience both physically and visually. The quality of services, considered both in terms of functional outcomes and emotional experience, was also identified as a key determinant in shaping customer satisfaction and subsequent loyalty. Furthermore, past experiences, perceived brand reputation, and customer perception of overall quality were recognized as contributing factors to the likelihood of repeat visits and the probability of customers recommending the club to others.
Conclusion
The findings of this study align with prior research on customer experience management in the sports sector, particularly regarding the importance of human factors, advertising, and customer support in shaping customer satisfaction and loyalty. The study emphasizes that sports clubs must focus on enhancing both the physical and emotional aspects of customer interaction in order to create a truly holistic experience. The identified factors are consistent with those found in similar studies, such as the work by Abdulmaki (2020), who highlighted the importance of advertising and human interactions in creating a positive experience. Similarly, the importance of customer support and social factors aligns with the findings of Godmaradpour et al. (2020), who emphasized the role of effective service delivery in fostering long-term customer loyalty. The integrated model proposed in this study offers a comprehensive approach to improving customer experience, enabling managers to address key areas of improvement systematically and strategically. By considering both tangible factors such as facilities and equipment, as well as intangible elements like staff interaction and customer engagement, this research contributes to developing a robust customer experience framework that can be applied not only in Isfahan's sports clubs but also potentially extended to other cities and similar contexts. The model provides practical guidance for managers seeking to differentiate their services and build sustainable competitive advantage through superior customer experience.
Article Message
Given the increasing importance of experiential marketing in today's competitive market, this study examined the key factors affecting customer experience in sports clubs in Isfahan using the Delphi method and the opinions of 20 sports and marketing industry experts. Thirteen main factors and 77 sub-factors were identified, emphasizing the importance of advertising, human factors, and customer support services. The results show that employee professionalism, providing favorable service, appropriate responsiveness, and improved communication can significantly increase customer satisfaction and loyalty. In addition, the quality of the club atmosphere and social interactions also play a vital role in shaping the overall experience. Ultimately, the presented model provides a comprehensive framework for managers to improve service quality, create unique experiences, and focus on sensory and aesthetic components, strengthen customer relationships, differentiate their business, and promote sustainable competitiveness in Isfahan's growing sports industry.
Ethical Considerations
This study was approved by the Ethics Committee of Islamic Azad University, Isfahan (Khorasgan) Branch, under the ethical code IR.IAU.KHUISF.REC.1403.174. All ethical principles, including the protection of participants' privacy and obtaining informed consent, were strictly observed throughout the research process.
Authors' Contributions
Conceptualization: Davood Nasr Esfahani
Data Collection: Fariba Aminian Jazi, Davood Nasr Esfahani
Data Analysis: Davood Nasr Esfahani, Fariba Aminian Jazi
Manuscript Writing: Fariba Aminian Jazi, Davood Nasr Esfahani
Review and Editing: Davood Nasr Esfahani
Literature Review: Fariba Aminian Jazi
Project Manager: Davood Nasr Esfahani
Conflict of Interest
There is no conflict of interest to declare.
Acknowledgments
In this way, the authors acknowledge and express their sincere gratitude to the scientific and academic experts who collaborated by providing valuable insights in conducting this research.