تحلیل اهمیت عملکرد کیفیت خدمات در اماکن ورزشی استان سمنان بر مبنای مدل پیوستار روان شناختی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت ورزشی، دانشگاه صنعتی شاهرود، ایران

2 استادیار مدیریت ورزشی، دانشگاه صنعتی شاهرود، ایران

چکیده

هدف از این پژوهش تحلیل اهمیت-عملکرد کیفیت خدمات در اماکن ورزشی استان سمنان بر مبنای مدل پیوستار روان‌شناختی بود. جامعه آماری پژوهش را کلیه مشتریان باشگاه­های ورزشی استان سمنان تشکیل دادند. از بین آنها 402 نفر به روش نمونه­گیری خوشه‌ای-طبقه­ای انتخاب شدند. داده­ها با استفاده از آزمون تحلیل واریانس یک­طرفه، تحلیل اهمیت-عملکرد و مدل پیوستار روان­شناختی تحلیل شد. نتایج نشان داد همه ابعاد کیفیت خدمات در ناحیه "تمرکز در آن" قرار گرفتند. همچنین مشتریانی که در مرحله وفاداری قرار داشتند نارضایتی کمتری را از ابعاد کیفیت خدمات در مقایسه با سطح جاذبه و دلبستگی گزارش دادند. بر اساس یافته­های پژوهش حاضر مدیران می­بایست نسبت به انتظارات مشتریان خود حساس باشند و خدماتی متناسب با انتظارات آنها ارائه دهند تا سطح رضایت­مندی از خدمات افزایش یابد. افزایش رضایت­مندی می­تواند باعث پیشرفت افراد در مراحل پیوستار روان­شناختی گردد و آنها را به مشارکت مستمر رهنمون سازد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Application of Importance - Performance Analysis in Service Quality of Semnan Province Sport Places Based on Psychological Continuum Model

نویسندگان [English]

  • golnaz Alikhani Haghverdi 1
  • seyed reza hosseininia 2
1 student
چکیده [English]

The purpose of this study was to application of importance - performance analysis in Service Quality of Semnan province sport places based on psychological continuum model. The population of this study included all Customers of Semnan Province clubs. 402 persons of them were selected as sample by the cluster - stratified sampling method. Collected data were analyzed using One-way variance analysis, Importance-Performance Analysis (IPA) and psychological continuum model (PCM). The results showed that all aspects of service quality were concentrated in the "focus" area. Also customers who were in the Loyalty stage reported less satisfaction with the dimensions of service quality compared to the level of attraction and attachment. According to the findings of this research, managers should be sensitive to their customers' expectations and service in proportional with their expectations to increase satisfaction level. Increasing satisfaction can make people progress in psychological continuum and lead them to continuous participation.

کلیدواژه‌ها [English]

  • sport facilities
  • Importance- Performance Analysis (IPA)
  • Customers’ Satisfaction
  • Quality of Service
  • Psychological Continuum Model (PCM)
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