Relationship between service quality, customers’ satisfaction & loyalty of swimming pools in Arak

Background: The goal of this research was surveying on service quality, customers’ satisfaction & loyalty pools in Arak. Materials and Methods: The (statistical) population included customers of Arak pools. The (statistical) sample was 350 persons included 140 women (40 percent) & 210 men (60 percent) that they selected by available sample. The method of collecting data was Serocal’s standard questionnaire for satisfaction & researchermade questionnaire for understood quality & loyalty variables. Reliability of questionnaires were confirmed by 10 sport management & commercial professors& its validity coefficient were done by Cronbach alpha & it was 0.91 for satisfaction questionnaire, 0.87 for understood quality questionnaire of services & 0.85 for loyalty questionnaire& for analyzing data was used descriptive .Analyzing the data was done on two levels ofdescriptive statistics [abundance ,percent ,average and standard deviation]and inferential statistics [Spearman’s correlation coefficient & Friedman’s ranking test]. A meaningful levelP≤0/05 was considered. Results and Discussions: The results of research showed that triple hypothesis of thisresearch were confirmed, it means that there is meaningful relationship between customers’ satisfaction & services quality & loyalty & also there is meaningful relationship between services quality & customers’ satisfaction, variables were ranked based on Friedman’s test;the highest rank was related to services quality (mean rank was 3), the second rank related to the satisfaction & the lowest ones related to the loyalty ( the mean rank was 1) Conclusion: Regarding to the results of this research is suggested to managers of pools to construct the culture of customer-focused & his/her satisfaction were so important than others & they must pay attention to the customers’ necessities that every time were different, so it is better survey their necessities & preparing better services & must behave them as they feel every things are their benefits & then use them & then used organizations & become loyal customers.

کلیدواژه ها:

satisfaction ، loyalty ، services quality