Fitness merkezlerinde müşteri tatmininin müşteri sadakati üzerindeki etkisinin araştırılması

Fitness merkezleri, spor tüketicilerinin sağlıklı yaşam, kilo verme, vücut geliştirme, zindelik kazanma gibi ihtiyaçlarını karşılayan işletmelerdir. Bir işletme olarak fitness merkezlerinde de müşterinin istek ve ihtiyaçlarını tatmin etme, müşterileri elde tutma, yeni müşteriler kazanma ve sadık müşterilere sahip olma çabalarıyla işletmenin karlılığı arttırılmaya çalışılmaktadır. Bu nedenle işletmelerin başarısında, müşterilerinin tatmin ve sadakat düzeylerini tespit edecek ve bunları arttıracak pazarlama programlarını planlamak önemlidir. Araştırmanın verileri fitness merkezi müşterisi olan 122 kişiden elde edilmiştir. Verilerin analizinde Lisrel 8.51 programı kullanılmıştır. Bu araştırmanın bulguları, müşteri tatmininin psikolojik bağlılık ve daha fazla ödeme istekliliği aracılığıyla müşteri şikayet davranışı üzerinde etkili olduğunu göstermektedir. Araştırma sonuçlarının, fitness müşterileri ve müşteri davranışları üzerinde çalışan akademisyenlere ve fitness merkezi yöneticilerine yarar sağlayacağı düşünülmektedir.

Investigation of the affect of the customer satisfaction on the customer loyalty in fitness centers

Fitness centers are the business that provides the needs of sport consumers, such as healthy life, loose weight, GYM and physical fitness. As a business, the fitness centers are trying also through satisfy the customer’s wants and needs, holding present customers, gaining new customers and having loyal customers, enhance the profitable of business. Therefore, planning the marketing programs, which determine and enhance the level of customer satisfaction and loyalty, is important on achievement of business. The research dates were collected from 122 individuals who are the customers of a fitness center. Lisrel 8.51 programme was used for analyzing of the data. Findings of this research shows that customer satisfaction is affect on customer complaining behavior with mediation of psychological commitment and willingness to pay more. Results of this research can be useful for fitness managers and academic researchers, studying on fitness customers and customer behaviors.

PDF

___

1. Aaker DA, Joachimsthaler E. Brand Leadership. London: Free Press. 2000.
2. Anderson JC, Gerbing DW. Structural equation modeling in practice: a review and recommended two- step approach. Psychological Bulletin. 1988; 103(3):411- 23.
3. Anderson EW, Fornell C, Lehmann DR. Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing. 1994; 58: 53–66.
4. Bernhardt KL, Donthu N, Kennett PA. A longitudinal analysis of satisfaction and profitability. Journal of Business Research, 2000; 47: 161–171.
5. Bitner MJ, Booms B, Tetreault M. The service 21. Jones MA, Suh J. Transaction-specific satisfaction and encounter: Diagnosing favourable and unfavourable overall satisfaction: an empirical analysis. Journal of incidents. Journal of Marketing, 1990; 54(1): 71–84. Services Marketing, 2000; 14 (2): 147–159.
6. Bodet G. Customer satisfaction and loyalty in service: 22. Kline RB. Principles and Practices of Structural Equation Two concepts, four constructs, several relationships. Modeling, New York: The Guilford Press, 1998: 60. Journal of Retailing and Consumer Services, 2008; 15: 156– 162. 23. Kline P. Psychometrics and Psychology. London: Academic Press, 1979: 40.
7. Cronin JJ, Brady MK, Hult GT. Assessing the effects 24. Knox S, Walker D. Measuring and managing brand of quality, value, and customer satisfaction on loyalty. Journal of Strategic Marketing, 2001; 9 (2): 111– consumer 128. behavioral intentions in service environments. Journal of Retailing, 2000 ;76(2):193–218.
8. Cronin JJ, Taylor SA. Measuring service quality: a 25. LaBarbera PA, Mazursky D. A longitudinal assessment reexamination and extension. Journal of Marketing, 1992; of consumer satisfaction, dissatisfaction: the dynamic 56 (7): 55–68. aspect of cognitive process, Journal of Marketing Research, 1983; 20: 393-404.
9. Day GS. A two-dimensional concept of brand loyalty. Journal of Advertising Research, 1969; 9: 29–35.
10. Dick A, Basu K. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 1994; 22: 99–113.
11. Ferrand A, Robinson L, Valette-Florence P. The intention-to-repurchase paradox: a case of the health and fitness industry. Journal of Sport Management, 2010; 24: 83-105.
12. Fornell C, Larcker DF. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 1981; 18: 39-50.
13. Fornell C. A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 1992; 56 (1): 6–21.
14. Ganesh J, Arnold M, Reynolds K. Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 2000; 64: 65–87.
15. Garbarino E, Johnson MS. The different roles of 32. Oliver RL. Whence customer loyalty? Journal of satisfaction, trust, and commitment in customer Marketing, 1999; 63: 33–44. relationships. Journal of Marketing, 1999; 63: 70–87.
16. Hair JF, Anderson RE, Tatham RL, Black WC. 33. Oliver RL, Swan JE. Consumer perceptions of Multivariate Data Analysis. 5th ed. Englewood Cliffs, interpersonal equity and satisfaction in transactions: a NJ: Prentice-Hall, 1998: 612. field survey approach. The Journal of Marketing, 1989; 53 (2): 21-35.
17. Hatcher L. A Step-by-Step Approach to Using the SAS® System for Factor Analysis and Structural Equation Modeling. Cary, NC: SAS Institute Inc. 1994: .331-332, 339.
18. Howat G, Murray D, Crilley G. The relationships between service problems and perceptions of service quality, satisfaction, and behavioral intentions of Australian public sport and leisure centre customers. Journal of Park and Recreation Administration, 1999; 17: 42–64.
19. Hutcheson G, Sofroniou N. The multivariate social scientist:introductory statistics using generalized linear models. Thousand Oaks, CA: Sage Publications, 1999: 222-25.
20. Jacoby J, Kyner DB. Brand loyalty vs. repeat purchasing behaviour. Journal of Marketing Research, 1993; 10: 1–9.
21. Jones MA, Suh J. Transaction-specific satisfaction and overall satisfaction: an empirical analysis. Journal of Services Marketing, 2000; 14 (2): 147–159.
22. Kline RB. Principles and Practices of Structural Equation Modeling, New York: The Guilford Press, 1998: 60.
23. Kline P. Psychometrics and Psychology. London: Academic Press, 1979: 40.
24. Knox S, Walker D. Measuring and managing brand loyalty. Journal of Strategic Marketing, 2001; 9 (2): 111– 128.
25. LaBarbera PA, Mazursky D. A longitudinal assessment of consumer satisfaction, dissatisfaction: the dynamic aspect of cognitive process, Journal of Marketing Research, 1983; 20: 393-404.
26. Lau GT, Lee SH. Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 1999; 4 (4): 341-370.
27. McDougall GH, Levesque T. Customer satisfaction with service: putting perceived value into the equation. Journal of Services Marketing, 2000; 14 (5): 392–410.
28. Mittal B, Lassar WM. Why do customers switch? The dynamics of satisfaction versus loyalty. Journal of Services Marketing, 1998; 12 (3): 177–194.
29. Murray D, Howat G. The relationships among service quality, value, satisfaction, and future ıntentions of customers at an australian sports and leisure centre. Sport Management Review, 2002; 5: 25–43.
30. Oliver RL. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 1980; 17 (4): 460-469.
31. Oliver RL. Cognitive, affective, and attribute bases of the satisfaction response. The Journal of Consumer Research, 1993; 20 (3): 418-430.
32. Oliver RL. Whence customer loyalty? Journal of Marketing, 1999; 63: 33–44.
33. Oliver RL, Swan JE. Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. The Journal of Marketing, 1989; 53 (2): 21-35.
34. Olsen LL, Johnson MD. Service equity, satisfaction, and loyalty:from transaction-specific to cumulative evaluation. Journal of Service Research, 2003; 5 (3): 184– 195.
35. Pappu R, Quester PG, Cooksey RW. Consumer-based brand equity: improving the measurement-empirical evidence. The Journal of Product and Brand Management, 2005; 14 (2/3): 143-154.
36. Patterson PG, Spreng RA. Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical investigation. International Journal of Services Management, 1997; 8: 414–434.
37. Reichheld F. The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business School Press, Boston.1996: 58
38. Rust RT, Zahorik AJ. Customer satisfaction, customer retention, and market share. Journal of Retailing, 1993; 69: 145–156.
39. Schermelleh-Engel K, Moosbrugger H. Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures, Methods of Psychological Research Online, 2003; 8(2): 23-74.
40. Söderlund M. Measuring customer loyalty with multi item scales: A case for caution. International Journal of Service Industry Management, 2006; 17: 76–98.
41. Taylor SA, Baker TL. An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 1994; 70(2): 163–178.
42. Zeithaml VA, Berry LL, Parasuraman A. The behavioral consequences of service quality. The Journal of Marketing, 1996; 60(2): 31-46.