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

Authors

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

Abstract

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.

Keywords

References

  • Arboni, Fariba, Alireza shoghli, Badri Peshteh, Sahib, Mohajeri, Mansour. (1384). "Study of the gap between expectations and educational services provided to students of Zanjan University of Medical Sciences in 2005", Development Steps in Medical Education, No. 5, pp. 17-25 [Persian].
  • Faraji, Rasool; Bashiri, Mehdi; Yavari, Yusef; Khoshnevis, Farhad (2017). "Evaluation of customers' perceptions and expectations of the quality of services of university sports facilities using SERVQUAL model (case study of Shahid Madani University of Azerbaijan)", Research in Educational Sports, 4 (11): 97-114 [Persian].
  • Fransi, E. C., Adillon, M. J., Thorsson, A., & Ramon, N. D. (2010). Measuring service quality in sport management: An application of the SERVQUAL scale. Working papers New Trends in Acounting and Management. 3:5-21.
  • Hemmatinezhad, M.A., Gholizadeh, M.H., Shabani, S. (2015). A survey on service quality of the sport facilities of the physical education and sport sciences faculty of the Guilan University and students needs assessment based on Servqual-Kano model. International Journal of Basic Sciences and Applied Research.4: 28-29 [Persian].
  • Khatibi, Amin; Sajjadi, Sayed Nasrallah; Saif Panahi, Jabbar. (2012). "Study of the quality of educational services of the Faculty of Physical Education, University of Tehran from the perspective of undergraduate students", Sports Management Studies, Year 8, Number 9, Volume 3, pp. 77-94 [Persian].
  • Kontou M, Tzetzis G, Katartzi E. (1999). Exercise and physical activities of women participating in ‘Sport for All’programs. Sport Performance and Health. 1(4):370-82
  • R, Andam. R, Rozbehani. Sh. (2013). Barriers to Sport for All promotion in Universities. Research in University Sport. 3: 109-26 [Persian].
  • Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 41_50.
  • Qalavandi, Hassan; Beheshti Rad, Roghayeh; Qaleh, Alireza (2013). Assessing the quality of educational services of Urmia University based on SERVQUAL model. Management and Development Process, 25, 49_66 [Persian].
  • Rajabi, Mojtaba; Ghafouri, Farzad; Shahlaei Bagheri, Javad (2013). Comparison of service quality with the satisfaction of male and female customers of private bodybuilding clubs in Shahroud city. Sports Management Studies, 14, 125-136 [Persian].
  • Ramezanian, Mohammad Rahim; Faraji, Rasool; Khoshnevis, Farhad; Danesh Thani, Kazem (2014). "Assessing the quality of university sports facilities services based on SERVQUAL model (Case study of Guilan University)"; Bi-Quarterly Journal of Sports Management and Development, Year 2, Issue 1 (2 consecutive); 65-83 [Persian].
  • Sajjadi, Seyed Nasrallah; Mahmoudi, Ahmad; Goodarzi, Mahmoud; Mirzaei, Mehran (2012). "Comparison of the quality of services provided in public and private sports clubs (bodybuilding and physical fitness) in Tehran from the perspective of customers." Sports Management and Motor Science Research; 1 (2), 33-48 [Persian].
  • Schijns, Jos M.C, Marjolein C.J. Caniëls, Joska Le Conté (2016). The Impact of Perceived Service Quality on Customer Loyalty in Sports Clubs. International Journal of Sport Management, Recreation & Tourism Vol.24, p.42-75, 2016.
  • Seyed Javadin, Seyed Reza; Khanlari, Amir; Esther, Mehrdad (2011). "A Model for Evaluating the Impact of Service Quality on Loyalty of Sports Services Customers", Olympics, No. 4, consecutive 52, pp. 41-54 [Persian].
  • Soita, W.P. (2012). Measuring perceived service quality using servqual: a case study of the Uganda health and fitness sector, International Journal of Business and Social Science, 3(5), 261-271.
  • Sufizadeh, Leila, Abolfazl Farahani, Loghman Keshavarz, Mohammad Reza Abbasi (2016). "Comparison of satisfaction of physical education students in Tehran universities and teacher training with the quality of educational services based on the curriculum model"; Quarterly Journal of Physiological Research and Management in Sport, Third Year, No. 1. pp. 101-121 [Persian].
  • Theodorakis, Nicholas., Alexandris, K., & Kambitsis, Chris. (2014). Relationship between measure of service quality and satisfaction of spectators in professional, sports. Managing Service Quality, 11(6), 431-438.
  • Zeithamel, V. A., Berry, l. l., & Parasuraman, A. (2004). The nature and determinats of customer expectations of service, Journal of the Academy of Marketing services, 21(1), 1-12.

Files

History

  • Receive Date: 11 May 2020
  • Revise Date: 10 October 2020
  • Accept Date: 15 October 2020

Share

How to cite

Statistics