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Bu araştırmada sağlıklı yaşam ve spor merkezi müşterilerinin hizmete yönelik algıladıkları risk faktörlerinin, algılanan hizmet kalitesi, hizmet değeri ve memnuniyete etkisi incelenmiştir. Araştırmada, nicel paradigma kapsamında karma model (betimsel model ve ilişkisel model) kullanılmıştır. Araştırmanın örneklem grubunu Konya il merkezinde dört farklı sağlıklı yaşam ve spor merkezlerinde düzenli olarak spor hizmeti alan ve tesadüfi örneklem yoluyla seçilen 921 üye oluşturmaktadır. Araştırmada veri toplama aracı olarak "Kişisel Bilgi Formu", "Spor Merkezlerinde Algılanan Risk Ölçeği", "Spor Merkezlerinde Algılanan Değer Ölçeği", "Spor-Fitness Merkezleri Algılanan Hizmet Kalitesi Ölçeği" ve son olarak "Memnuniyet Alt Ölçeği" kullanılmıştır. "Spor Merkezlerinde Algılanan Risk Ölçeği" ve "Spor Merkezlerinde Algılanan Değer Ölçeği" araştırmacılar tarafından geliştirilmiştir. Verilerin analizinde, spor merkezlerinde algılanan risk, algılanan değer, hizmet kalitesi ve memnuniyet arasındaki ilişkiyi değerlendirmek için korelasyon ve regresyon analizi uygulanmıştır. Araştırmanın sonucunda, sağlıklı yaşam ve spor merkezinde algılanan riskin algılanan kalite, algılanan değer boyutlarını ve müşteri memnuniyetini olumsuz etkilediği belirlenmiştir. Araştırma sonuçları, spor merkezlerinde algılanan riski azaltma açısından hizmet kalitesi, değer ve memnuniyetin önemini vurgulaması açısından önemli görülmektedir. Elde edilen sonuçlar, spor hizmetleri sunan sağlıklı yaşam ve spor merkezleri yöneticilerinin pazarlama ve yönetim stratejileri oluşturmaları açılarından önemli görülmektedir.
This study has studied the impact of the risk factors that healthcare and sports center customers perceive to service, the quality of the service perceived, the value of the service and the satisfaction. In the study, the quantum paradigm has used the karma model (betimical model and relative model). The sample group of the study consists of 921 members who regularly receive sports services in four different healthy life and sports centers in the center of the province of Konya and are selected by random sample. In the study, data collection tools used "Personal Information Form", "Risk Scale Perceived in Sports Centres", "Value Scale Perceived in Sports Centres", "Spor-Fitness Centres Perceived Service Quality Scale" and, finally, "Safety Under Scale". The "Risk Scale Detected in Sports Centers" and "Value Scale Detected in Sports Centers" were developed by researchers. In the analysis of the data, correlation and regression analysis were applied to assess the relationship between the risk detected in sports centers, the value detected, the quality of service and satisfaction. The study found that the risk perceived in a healthy life and sports center has a negative impact on the quality perceived, the dimensions of the perceived value and the customer satisfaction. The research results are important to highlight the importance of service quality, value and satisfaction in terms of reducing the risks perceived in sports centers. The achieved results are important in terms of the development of marketing and management strategies by the managers of healthy life and sports centers offering sports services.
The effect of the perceived risk factors by customers regarding the service on perceived service quality, service value and satisfaction has been examined in this study. The mixed model (descriptive model and relational model) within the scope of quantitive paradigm has been used in the study. The sample group of the study consists of 921 randomly chosen members receiving regular sports services in four different health and sports centers in the Konya city center. The data collecting tools used in the study were "Personal Data Form", "Perceived Risk Scale in the Sports Centers", " Perceived Value Scale in the Sports Centers", " Perceived Service Quality Scale in the Sports & Fitness Centers" and finally "Satisfaction Subscale". The " Perceived Risk Scale in the Sports Centers " and the " Perceived Value Scale in the Sports Centers" have been developed by the surveyor. In the analysis of the data, correlation and regression analysis was applied to evaluate the relationship between perceived risk, perceived value, quality of service and satisfaction in sports centers. As a result of the research, it was determined that the perceived risk in the wellness and sports center affected the perceived quality, perceived value dimensions and customer satisfaction negatively. The survey results reveal the importance of service quality, value and satisfaction in order to diminish the perceived risk in the sports centers. The obtained results are considered significant for the creation of marketing and management strategies of the businesses offering sports services.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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