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Bu araştırmada amaç fitness merkezlerinin pazarlanmasında algılanan hizmet kalitesinin memnuniyet ve memnuniyetinde ağızdan ağıza pazarlamaya etkisini incelemeye çalışılmıştır. Araştırma örneklem gurubunu Konya il merkezinde beş farklı fitness merkezindeki tesadüfi örneklem yoluyla seçilmiş 422 katılımcı oluşturmaktadır. Bu öncülde, araştırmacılar kuramsal ve kavramsal çerçeveye bağlı kalite, memnuniyet ve ağızdan ağıza pazarlama ilişki modelini önermiştir. Önerilen bu model yol analizi ile incelenmiştir. Araştırma sonucunda Algılanan hizmet kalitesinin memnuniyet (β=0.88; t=14.58, p<0.05), memnuniyetinde ağızdan ağıza pazarlama üzerinde (β=0.80; t=10.95, p<0.05). pozitif doğrudan etkisinin olduğu tespit edilmiştir. Fitness hizmeti pazarlama modellerinin üyelerin algıları ışığında görmeye yönelik bir girişimde, Algılanan kalite faaliyetleri memnuniyet ve ağızdan ağıza pazarlamanın da arttığı ortaya çıkarılmıştır
In this study, the aim was to study the impact of the quality of service perceived in the marketing of fitness centers on satisfaction and satisfaction on oral to oral marketing. The research sampling group consists of 422 participants selected through random sampling in five different fitness centers in the center of the province of Konya. In this advance, the researchers proposed a model of the quality, satisfaction and oral to oral marketing relationship linked to the theoretical and conceptual framework. The proposed model has been studied by road analysis. The study found satisfaction of the quality of the service (β=0.88; t=14.58, p<0.05), satisfaction of oral to oral marketing (β=0.80; t=10.95, p<0.05). It has a positive direct effect. In an attempt to see the marketing models of fitness services in the light of members’ perceptions, it was revealed that the quality activities of the detected content and the marketing from mouth to mouth also increased.
In this study, it was aimed to study, in marketing fitness centers, the effect of perceived service quality on satisfaction and the effect of satisfaction on word of mouth marketing. The sample group of the study consists of 422 participants, selected via randomly sample method from five different fitness centers in Konya city. In this premise, the researchers suggested the relationship model of quality, satisfaction, and word of mouth marketing related to the institutional and conceptual framework. This model suggested was examined by means of way analysis. İt was identified that the quality of perceived service had positive and directional effect on satisfaction (β=0.88; t=14.58, p<0.05), and that satisfaction had also the same effect on word of mouth marketing (β=0.80; t=10.95, p<0.05). In an attempt to see fitness service marketing models in the light of members' perceptions, it was found that perceived quality activities increased satisfaction and word of mouth marketing.
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