ارزیابی کیفیت خدمات اماکن ورزشی اداره ورزش و جوانان شهرهای بناب، مراغه، عجب شیر و ملکان بر اساس مدل سروکوال

نویسندگان

1 استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.

2 دانشجوی کارشناسی ارشد، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران

3 استادیار، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.

چکیده

امروزه کسب مزیت رقابتی یکی از اولویت‌های مهم برای سازمان‌ها در جهت موفقیت می‌باشد که ایجاد این مزیت خود نیازمند شناسایی انتظارات و نیازهای مشتریان و داشتن برنامه‌ای راهبردی برای تعیین آن‌ها می‌باشد. از این‌رو هدف از این تحقیق ارزیابی کیفیت خدمات اماکن ورزشی اداره ورزش و جوانان شهرهای بناب، مراغه، عجب شیر و ملکان بر اساس مدل سروکوال بود. این پژوهش به لحاظ هدف از نوع پژوهش‌های کاربردی و به لحاظ شیوه‌ی گردآوری داده‌ها توصیفی- پیمایشی بود که به شکل میدانی به مرحله اجرا درآمد. جامعه‌ی آماری این تحقیق شامل کلیه مشتریان و استفاده‌کنندگان از خدمات اماکن ورزشی شهرستان‌های بناب، مراغه، عجب‌شیر و ملکان بود. انتخاب نمونه آماری این تحقیق با استفاده از روش نمونه‌گیری طبقه‌ای تصادفی بود که با توجه به تعداد بالای جامعه آماری، تعداد نمونه آماری بر اساس جدول مورگان و با توجه به تعداد جامعه بالاترین میزان نمونه آماری به تعداد 384 نفر انتخاب شد. تجزیه و تحلیل داده‌ها، با استفاده از نرم‌افزار spss انجام گرفت که به منظور سامان دادن و خلاصه کردن نمره‌های خام و توصیف اندازه‌های به دست آمده از نمونه‌ها از آمار توصیفی استفاده شد. همچنین از آزمون‌های آماری استنباطی کلموگروف اسمیرنف برای بررسی نرمال بودن داده‌های پژوهش و ویلکاکسون، فریدمن و t مستقل برای تجزیه و تحلیل داده‌ها استفاده شد. همچنین تحلیل داده‌ها در سطح معنی‌داری 05/0 انجام شد. نتایج و یافته‌های به دست آمده نشان داد که در هر 5 بعد کیفیت خدمات (سروکوال) شکاف منفی و معنی‌داری وجود دارد (بین انتظارات و ادراکات مشتریان) که مسئولین امر باید برای بهبود آن تلاش بیشتری نمایند. با توجه به نتایج پژوهش حاضر مبنی بر وجود شکاف منفی در کیفیت خدمات اماکن و زیرساخت‌های ورزشی، به نظر می‌رسد اماکن و تأسیسات ورزشی مورد مطالعه در پژوهش حاضر و همچنین برنامه‌های ورزشی و فوق برنامة آن، انتظارات مشتریان را برآورده نکرده است.

کلیدواژه‌ها

عنوان مقاله [English]

Evaluating the quality of sports facilities services of Bonab, Maragheh, Ajab Shir and Malekan sports and youth departments based on SERVQUAL model

نویسندگان [English]

  • Vajiheh Javani 1
  • Jalal Mirzaei 2
  • Mohammadrasoul Khodadadi 3
1 Assistant Professor of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran.
2 Master student of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran
3 Assistant Professor of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran.
چکیده [English]

Nowadays, gaining a competitive advantage is one of the most important priorities for organizations to succeed, and creating this advantage requires identifying the expectations and needs of customers and having a strategic plan to determine them. Therefore, the purpose of this study was to evaluate the quality of sports facilities services of the Sports and Youth Administration of Bonab, Maragheh, Ajab Shir and Malekan cities based on the SERVQUAL model. This research was a descriptive-survey in terms of purpose of applied research and in terms of data collection method, which was carried out in the field. The statistical population of this study included all customers and users of sports facilities in Bonab, Maragheh, Ajabshir and Malekan. The statistical sample was selected using stratified random sampling method. Due to the high number of statistical populations, the number of statistical samples was selected based on Morgan table and the highest statistical sample of 384 people was selected according to the population. Data analysis was performed using SPSS software. In order to organize and summarize the raw scores and describe the measurements obtained from the samples, descriptive statistics were used. Kolmogorov-Smirnov inferential statistical tests were also used to evaluate the normality of the research data and Wilcoxon, Friedman and independent t were used to analyze the data. Data analysis was also performed at a significance level of 0.05. The results and findings showed that in all 5 dimensions of service quality (SERVQUAL) there is a negative and significant gap (between customer expectations and perceptions) that officials should make more efforts to improve. According to the results of the present study, there is a negative gap in the quality of services of sports facilities and infrastructure, it seems that the sports facilities and facilities studied in the present study, as well as its sports and extracurricular programs, have not met customer expectations.

کلیدواژه‌ها [English]

  • service quality
  • sports places
  • SERVQUAL

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سابقه مقاله

  • تاریخ دریافت: 22 اردیبهشت 1399
  • تاریخ بازنگری: 19 مهر 1399
  • تاریخ پذیرش: 24 مهر 1399

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