International Journal of Basic Sciences & Applied Research. Vol., 3 (SP-2), 357-360, 2014
Available online at http://www.isicenter.org
ISSN 2147-3749 ©2014
The Relationship between Service Quality and Female Customers Loyalty of
Natatoriums in Tabriz
Somayeh Chaboki1, 2, Hamid Janani1, 2*
1Department
of Physical Education, East Azarbaijan Science and Research Branch, Islamic Azad University, Tabriz, Iran
2Department of Physical Education, Tabriz Branch, Islamic Azad University, Tabriz, Iran
*Corresponding
Author Email: [email protected]
Abstract
The purpose of this research was to examine the relationship between service quality and female
customers’ loyalty of natatoriums in Tabriz. The research method was descriptive and correlation.
There were participated 341 female customers of public natatoriums on Tabriz in the research
randomly. To collect data, there were used Quality of Service Questionnaire (Zitamel & Parasuraman,
1988) and Loyalty Questionnaire (Karimian, 2011). The correlation coefficient was used to analyze
data. The results showed a significant positive relationship between service qualities with loyalty of
female customers of natatoriums in Tabriz. Other analyses suggest a direct significant relationship
quality of of service aspects with customers’ loyalty.
Keywords: Service Quality, Marketing, Responsiveness.
Introduction
Despite ancient times, sport is considered as a power symbol for nations at international levels, and stadiums have been
changed as a field for political competition and cultural-social symbol of countries. In the today’s world, sport complex centers are
that held the most crowded human meetings and conferences (Kashif, 2009). Customers’ loyalty, special customers of natatoriums,
is a concept that has been considered more than before in the context of today's businesses because loyal customers have become
as a core component in success of natatoriums. Except state-monopoly organizations, no business can survive without loyal
customers. In addition, by considering the fact that customer expectations are constantly rising, the pools should take actions to go
beyond basic requirements of customers’ satisfaction and change their focus from their satisfaction to create loyalty customers
through a long-term, mutually and profitable relationship for both sides (Sadraei, 2010). Alesbrown says: “Increasing 5% in costs of
(improving) maintaining customers will multiple achievable profits two times”.
In fact, a loyal customer is an excellent marketer and a valuable sale resource for the pool (Haghighi & Masoudi, 2010).
Although there are special conditions that because a customer is easy on bad experiences about pool, which it is loyalty attribute
(Ketapchi & Dortiol, 2009). Today, leading companies try to increase their profitability through “satisfying the most important factors
for customers in the best possible”. This is their key to success that is based on strategy of maintain customer. However, many of
these companies have neglected satisfying their employees’ needs as internal customers. In today's competitive world, the provides
services for customers by rival companies are more similar to each other every day, as which it difficult to is surprise them by
absolutely exquisite service in long-term; the most innovative services will be quickly imitated and provided by competitor. Therefore,
investment on customer loyalty is an effective and useful investment for service companies.
Loyalty increases profitability through increasing revenues, reducing costs to acquire new customers, reducing customer
sensitivity to price and cost and reducing customer’s familiar with how to do works in company. Organizations’ survive and health in
public sector depends on their credibility, which the credibility, in turn, depends on getting interest of citizens and taxpayers to
importance of organizational objectives and the quality of its services. Quality is a common and known word that its concept and
apply has been differently interpreted. However, consistent product or service with customers’ needs and expectations is common in
all definitions. According concept of quality service, quality structure focuses on customer perceived quality that is an attitude of
satisfaction. Some barriers such as service immortality, non-separation of service and service provider and time and place of service
provision obfuscate quality dependence on relative matters and therefore, it is very difficult to measure (Hang & Bradley, 2002).
Many studies in different industries have demonstrated that high quality of service in one of factors creating customers loyalty (Yu-
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Intl. J. Basic. Sci. Appl. Res. Vol., 3 (SP-2), 357-360, 2014
Jia, 2009; Farrington et al, 2009; Chao et al, 2008; Kandampully & Hu, 2007). In other words, providing better service to customers
by organization leads to their satisfaction that is a necessity of customers' loyalty (Kandampully & Hu, 2007). Swimming is a useful
sport that the Prophet (P. B. U. H) has considered it. He has encouraged his followers to learn swimming. The Prophet (P. B. U. H)
has said that learn swimming and shooting to your children; he has also believed that learning of swimming to children is one of
parental duties (Tondnevis, 1999). Natatoriums are sport facilities that many people in the world spend their leisure time either as
hero exercises or as fun in one of the best recreations. Meanwhile, baths are more important because they can be used all through
year. Appropriate baths affect development and expansion swimming whether as championship or public sport (Bernard, 2003).
Therefore, the purpose of this research was to examine the relationship between service quality and female customer’s loyalty of
natatoriums in Tabriz.
Methodology
The research was descriptive, correlation type. The research population included all female customers of public pools in Tabriz
(3000 people). According Morgan Table, there were selected 341 people as simple randomly. Predictor variables included service
quality with dimensions of tangibles, reliability, assurance, responsiveness and empathy. Criterion variable was loyalty. In
implementation phase of the research, after primary explanation about the purpose and measuring instrument of the test, there was
described how to answer for the participants in detail. About ethical considerations, after obtaining letter of satisfaction and providing
necessary information, they were ensured that the received information will be only used in this research and of will be kept from any
misuse. The following questionnaires were used to measure the variables:
Quality of Service Questionnaire (Zeithaml & Parasuraman, 1988): The questionnaire contains 22 questions that can
measure dimensions of tangibles, reliability, assurance, responsiveness and empathy in quality of services. It is completed based on
five-point Likert scale.
Loyalty Questionnaire (Karimian, 2011): The loyalty questionnaire (Karimian, 2011) contains 15 questions that are answered
based on five-point Likert scale. Questionnaires of service quality and loyalty have been used in several studies. There has been
used in the research perspectives of experts and authorities of sport management to examine formal and content justifiability of the
questionnaire. The experts and authorities approved the questionnaire finally. The Cronbach's Alpha was used to evaluate reliability
of the questionnaire. The Cronbach's Alpha Coefficient was 0.925 and 0.729 for quality of service and loyalty respectively. As the
Cronbach's Alpha Coefficient is greater than the considered standard (0.7), we conclude that the questionnaire has an appropriate
inter reliability. Table 1 shows the coefficient’s subscales of the questionnaire.
Table 1. Cronbach's Alpha Coefficient of the Questionnaire.
Component
Cronbach's Alpha
0.925
0.703
0.842
0.878
0.907
0.825
0.729
Quality of service
Tangibles
Reliability
Assurance
Responsiveness
Empathy
Loyalty
The results of time reliability of the questionnaire showed that correlation coefficients of scores in the first and the second stage
within 10 days are 0.98 and 0.803 for service quality and loyalty respectively. The Pearson Correlation Test was used for data
analysis. The significance level was p <0.05 for all analyzes.
Results
Table 2 shows mean and standard deviation of the values. The scores were changeable in range from 1 to 5. The mean,
minimum and maximum of service quality are 3.42, 1.68 and 4.86 respectively. The mean, minimum and maximum of tangibles are
3.20, 1.00 and 4.75 respectively. The mean, minimum and maximum of reliability are 3.40, 1.00 and 5.00 respectively. The mean,
minimum and maximum of assurance are 3.54, 1.5 and 5.00 respectively. The mean, minimum and maximum of responsiveness are
3.63, 1.00 and 5.00 respectively. The mean, minimum and maximum of empathy are 3.35, 1.00 and 5.00 respectively. The mean,
minimum and maximum of loyalty are 3.25, 1.93 and 4.40 respectively (Table 2).
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Intl. J. Basic. Sci. Appl. Res. Vol., 3 (SP-2), 357-360, 2014
Table 2. Descriptive Indexes Table of Variables.
Number
341
341
341
341
341
341
341
Quality of service
Tangibles
Reliability
Assurance
Responsiveness
Empathy
Loyalty
Mean
3.42
3.20
3.40
3.54
3.63
3.35
3.25
SD
0.62
0.73
0.78
0.75
0.77
0.72
0.53
Min
1.68
1.00
1.00
1.50
1.00
1.00
1.93
Max
4.86
4.75
5.00
5.00
5.00
5.00
4.40
Kolmogorov- Smirnov Test showed normal data distribution for loyalty and service quality (p≥ 0.05) and abnormal aspects of service
quality (p< 0.05). The Pearson Correlation Test was used to examine the relationship between the variables. Table 3 shows the
findings. The results showed a significant direct relationship between service quality and female customers’ loyalty in pools of Tabriz
(r= 0.417, p <0.05). There was found a direct relationship between tangibles with female customers’ loyalty in pools of Tabriz (r=
0.291, p <0.05). There was a direct relationship between reliability with female customers’ loyalty in pools of Tabriz (r= 0.216, p
<0.05). There was a direct relationship between assurance with female customers’ loyalty in pools of Tabriz (r= 0.0.34, p <0.05).
There was a direct relationship between responsiveness with female customers’ loyalty in pools of Tabriz (r= 0.508, p <0.05). There
was a direct relationship between empathy with female customers’ loyalty in pools of Tabriz (r= 0.442, p <0.05).
Table 3. Results of Correlation Analysis between Aspects of Quality of Service with Loyalty.
Loyalty
*Significant
r
p
Quality of service
0.417*
0.000
Tangibles
0.219*
0.000
Reliability
0.334*
0.000
Assurance
0.34*
0.000
Responsiveness
0.508*
0.000
Empathy
0.442*
0.000
difference in p< 0.05.
Discussion and conclusion
The purpose of this research was to examine the relationship between service quality and female customers’ loyalty of
natatoriums in Tabriz. The results showed a significant positive relationship between service qualities with loyalty of female
customers of natatoriums in Tabriz. Other analyzes suggest direct significant relationship all aspects of service quality with
customers’ loyalty. The findings are consistent with results of the conducted researches by Ahmed et al (2009), Hassani Parsa and
Heidarzadeh (2010), Karimi et al (2011), Seyyed Javadin et al (2005) and Mohammadi et al (2011). Quality of Service is an issue
that is associated with satisfying and maintaining customer (Afchin, 2005). By developing sport and fitness centers in many countries
over the past decade, sports service providers increasingly emphasize on quality of service and efficient operation, in order to
profitability.
By considering the important role customers for natatoriums as well importance of service quality to create customer loyalty, its
importance will be increased every day. In general, according the results, it is suggested that increase the quality of natatoriums by
appropriate approaches such as improving appearance of physical facilities, equipment’s, decoration, appearance and adornment of
employees, performing the promised work or service on the given time, interesting to solve problems of customers by employees to
get customers’ trust, employing staff with sufficient knowledge to answer customers’ questions and employing personal who contact
with customers to listen their complaints.
Complaining customers want that employees act friendly, honestly and be kindly and show themselves to help customers. It
can be employed empathy staff to investigate complaints. In other words, we can use experts and psychologists in job interviews.
The best way of responsiveness is polite dealing with grievances. They should be treated with courtesy, respect and justice. The
more resolved the complaint, the more satisfactory chance.
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