How to Increase Customer Satisfaction by Beautifying Sports Facilities? What is the Key Role of Service Quality?

Mohammadbagher Forghani Ozrudi

doi:10.31586/ujss.2022.226

Abstract

The purpose of this study was to investigate the key role of service quality and beauty of sports facilities in increasing customer satisfaction. The research method is descriptive and correlational research. The statistical population of the study was 154188 organized athletes covered by sports insurance (103890 men, 50298 women) who were working in sports halls of Mazandaran province and according to Morgan table, 384 athletes were randomly selected by cluster Were. Aesthetic questionnaire, service quality and customer satisfaction were used to collect information. Data analysis was performed using Pearson test and structural equation modeling by SPSS24 and Amos structure analysis software. According to the research results, the indirect effect of aesthetics of sports venues on increasing customer satisfaction through service quality is significant. Managers can take effective steps to increase their presence and increase the income of gyms by using quality improvement strategies and customer satisfaction.

Highlights

Today, in the modern world, one of the factors that attracted the attention of a city view and are a factor in terms of urban development, is the creation and construction of luxurious, attractive and advanced sport facilities [1]
There is a relation Between Aesthetic Attractive sports facilities and the view of the city (p=0.001, r=0.39)
There is a relation between the external facade of the sports facilities and the amount of the customer's satisfaction (p=0.001, r=0.37)

Summary

Introduction

In the modern world, one of the factors that attracted the attention of a city view and are a factor in terms of urban development, is the creation and construction of luxurious, attractive and advanced sport facilities [1]. If these spaces are modern, efficient and up to date, they represent the image of a city]2[. With regard to limited land and resources, it is necessary to pay special attention to the beauty and being efficient in terms of lower power consumption during designing sporting venues, As well as the date and it’s charming [3]. The beautiful appearance of a building can be a factor that encourages the viewer to enter it [4]

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Methods

Results

Conclusion