Investigating the relationship between service quality and customer satisfaction and loyalty of Shiraz Municipality sports facilities (Case study: Shiraz Municipality sports facilities) Reza jalili۱. Iman Asadollahi*۲

The purpose of this study is to investigate the relationship between service quality and customer satisfaction and loyalty of sports facilities in Shiraz Municipality. current study; It is descriptive, correlational and has been done in the field. The research instrument includes: Liu (۲۰۰۸) standard questionnaire with a reliability of ∂ = .۸۷. And ۳۸۴ people were selected as a statistical sample using stratified random sampling method and through Morgan table. Finally, in this study, ۴۰۰ questionnaires were randomly distributed, of which ۳۶۵ questionnaires were returned correctly and statistically analyzed. To collect information from two questionnaires, one for demographic factors (age, sex, level). Education, family income, etc.) and another standard Liu questionnaire (۲۰۰۸) whose validity was confirmed by expert professors and its reliability in Iran, quoted by Ali Bansbardi (۲۰۱۰), was ۸۷% α =Then, inferential statistical tests, especially Pearson correlation coefficient, were used to analyze the data for the relationship between variables, and multiple regression analysis was used to predict the criterion variable from the predictor variable. Findings The demographic results of research in Table (۱) show that the number of male and female customers of Nezaja sports facilities are close to each other and do not differ much. All customers of sports facilities in Shiraz Municipality with at least three months of experience in sports, formed the statistical population of the study. Data were also analyzed using Pearson correlation coefficient and multiple regression analysis. The results of data analysis showed that there was a significant relationship between service quality and its subscales including & quot;program quality, quality of facilities, quality of interaction& quot; with customer satisfaction and loyalty. According to the research results, it can be stated that the requirement of commitment and repetition of customer referrals is high quality of service, which should be provided by providing various and attractive programs and classes, knowledgeable coaches, high usage and attractive appearance of sports equipment, high morale Interaction and attention to the instructor, providing timely guidance and understanding the special needs of each participant increased.

کلیدواژه ها:

service quality ، Satisfaction ، Customer loyalty ، Sports venues ، Shiraz Municipality