Kadir YILDIZ, Ercan POLAT, Uğur SÖNMEZOĞLU, Cengiz ÇOKPARTAL

FİTNESS MERKEZİ ÜYELERİNİN ALGILADIKLARI HİZMET KALİTESİNİN BELİRLEYİCİLERİ ÜZERİNE BİR ANALİZ

Bu araştırmada, fitness merkezi üyelerinin algıladıkları hizmet kalitesinin belirleyicilerinin tespit edilmesi amaçlanmıştır. Araştırmada nicel araştırma yöntemlerinden tarama modeli kullanılmıştır. Araştırmanın çalışma grubu, kolay ulaşılabilir örneklem yoluyla seçilen ve araştırmaya gönüllü olarak katılan 301 kadın ve 390 erkek olmak üzere toplam 691 üyeden oluşmaktadır. Çalışmada Uçan 2007 tarafından geliştirilen “Spor-Fitness Merkezleri Algılanan Hizmet Kalitesi Ölçeği SFM-HKÖ ” kullanılmıştır. Verilerin analizinde Independent t-test, Korelasyon Analizi ve Lojistik Regresyon testleri uygulanmıştır. Elde edilen Bulgular neticesinde hizmet kalitesi alt boyutları arasında pozitif yönde orta ve yüksek düzeyde anlamlı ilişkiler olduğu tespit edilirken; Independent T test sonuçlarına göre, program ücretini pahalı olarak değerlendiren katılımcıların hizmet kalitesi algılarının da tüm alt boyutlarda anlamlı olarak daha düşük olduğu görülmüştür. Lojistik regresyon sonuçlarında ise algılanan hizmet kalitesi alt boyutlarından “fiziksel çevre kalitesi” değişkeninin üyelerin program ücretleri düzeyi üzerinde bir etkisi olduğu belirlenmiştir. Fiziksel çevre kalitesi değişkeninde meydana gelecek 1 birimlik artışın “program ücretini yordamaya ilişkin” odds değerinde %6.1’lik düşüşe neden olduğu görülmektedir. Program ücreti düzeylerine ilişkin toplam varyansın %11’inin algılanan hizmet kalitesini yordadığı ifade edilebilir. Sonuç olarak, spor-fitness merkezi müşterilerinin devamlılığının ve işletmenin sürdürülebilirliğinin sağlanmasında sadece tek faktörün etkili olamayacağı düşünülmektedir. Çünkü bireysel tüketici memnuniyetini etkileyebilecek müşteri beklentileri, ekipmanlar, fitness merkezinin deneyimi, müşteri sadakati, fiziki görünüm gibi etmenlerin göz önünde bulundurulması önemli faktörlerdir.

Anahtar Kelimeler:

Hizmet kalitesi, Spor, Fitness merkezleri, Lojistik regresyon

AN ANALYSIS ON THE DETERMINANTS OF SERVICE QUALITY PERCEIVED BY MEMBERS OF THE FITNESS CENTER

In this research, it is aimed to determine the determinants of service quality perceived by fitness center members. Scanning model from quantitative research methods was used in the research. The study group consisted of 301 women and 390 men in total 691 members who participated the research voluntarily and were selected through an easily accessible sample. The "SportFitness Centers Perceived Service Quality Scale SFC-PSQS " developed by Uçan 2007 was used in the study. In the analysis of the data, independent t-test, correlation analysis and logistic regression tests were applied. According to obtained findings, significant and moderate relationships were determined between service quality sub-dimensions in positive direction whereas Independent T test results showed that service quality perceptions of participants who evaluated the program as expensive were found to be significantly lower in all sub-dimensions. Considering the logistic regression results, it was determined that variable of "physical environment quality" from perceived service quality sub-dimensions had an effect on the level of program fees of the members. It seems that 1 unit increase in physical environment quality variable caused 6.1% decrease in "program fee prediction" related to odds value. It can be stated that 11% of the total variance of program fee levels predicts perceived service quality. As a result, it is considered that only one factor cannot be effective in ensuring the continuity of sport-fitness center customers and the sustainability of the business. This is because factors such as customer expectations, equipment, experience of fitness center, customer loyalty, physical appearance that may affect individual consumer satisfaction are important factors

Keywords:

Service quality, Sport, Fitness center, Logistic regression,

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