Relationship between service quality & participants' brad loyalty in health places in Tehran

Background: This research was done by goal of relationship between service quality &participants' brad loyalty in sport & health places in Tehran.Materials and methods: Recent research is present perspective in terms of time & it is practical & it is in the surveyed-descriptive researches as correlation ones in terms ofmethods. The (statistical) population of research was all of the participants of sport health places in north areas of Tehran that they do activities in last year & they were 120 persons that were used as sample volume. William's standard questionnaire (Spearman, U-manWhitney & Kruskal –Willam's tests) was used in this research in P≤0.05 level. Result and discussion: Regarding to the findings, there is meaningful & directrelationship between service quality & participants' brad loyalty in sport & health places in Tehran (r=-0.626, p=0.001) also there is significant difference between genders of participants & loyalty to brand (p=0.048) & between service quality (x2=9.761, p=0.045) &age of participants & loyalty to brand & service quality with level of education & service quality with experience. But there is no significant difference between loyalty to brand & service quality with the level of education & service quality with experience p≥0.05. Conclusion: It can be resulted that upgrade each of these components & service quality caused to increasing the level of customers' loyalty to brand that this loyalty caused to profits; decreasing the costs of interested new customers, decreasing customers' sensitivity to changes & prices, increasing the barriers for coming new competitors & growth he incomes.

کلیدواژه ها:

Service quality ، loyalty ، brand ، healthy