نقش مدیریت ساختارهای خدماتی در نیات رفتاری مشتریان مطالعه موردی مجموعه‌های ورزشی شرکت ملی گاز

نویسندگان

1 دکترای مدیریت ورزشی دانشکده تربیت بدنی دانشگاه الزهراء تهران، ایران

2 دانشجوی دکترای مدیریت ورزشی دانشکده تربیت بدنی دانشگاه تبریز، تبریز، ایران

3 دکترای آمار مرکز تحقیقات آموزش علوم پزشکی، دانشکده بهداشت، دانشگاه علوم پزشکی تبریز، ایران.

چکیده

در محیط پُرچالش امروز، مدیران بیش از هر چیز به ایجاد روابط پایدار و سودآور با مشتریان تاکید می‌ورزند. در این میان، موضوع نیات رفتاری مشتریان(مانند وفاداری) و تشخیص عوامل تاثیرگذار بر آن از اهمیت دوچندانی برخوردار است.  هدف از انجام این تحقیق بررسی نقش و ارتباط مدیریت محیط فیزیکی و ساختارهای خدماتی با نیات رفتاری مشتریان بوده است. تحقیق به‌روش توصیفی- پیمایشی انجام شد. نمونه‌ آماری تحقیق را 200 نفر از استفاده‌کنندگان خدمات ارائه شده در مجموعه‌های ورزشی شرکت گاز در سال 92 تشکیل داد. ابزار تحقیق پرسشنامه محقق ساخته‌ای با 59 سوال بود که پایایی آن معادل96/. به‌دست آمد(01/0 P<). در مدل برازش شده با 8 عامل، که مطابقت بالایی با مدل‌های موجود نشان داد، مشارکت مشتریان، محیط فیزیکی، و کارکنان عامل‌های مستقل، و زمان انتظار، کیفیت خدمات، ارزش و رضایت، عامل‌های واسطه و نیات رفتاری عامل پاسخ مدل هستند. همچنین توجه به همبستگی دو سویه عامل‌ها با یکدیگر جالب توجه مدیران است.مشارکت مشتریان نیز عاملی کلیدی در ایجاد رضایت مشتری و وفاداری آنهاست. توجه به کیفیت خدمات، محیط فیزیکی، کارکنان و رضامندی مشتریان از موارد مهم آن است. لیکن ارزش باید مورد توجه  بیشتری قرار گیرد.

کلیدواژه‌ها


عنوان مقاله [English]

The Role Infrastructural Management Services, on Customer Behavioral intentions- An Empirical Study on National Gas Co. Sport Complexes

نویسندگان [English]

  • Zh Memari 1
  • M Rahbar 2
  • M Asghari Jafarabadi 3
1 Ph.D University of Alzahra
2 Ph.D Tabriz University
3 Medical Education Research Center, Faculty of Health
چکیده [English]

In today challenging environment, are more sustainable and profitable relationships with customers of all to emphasize. The issue of customer behavioral intentions (e.g. loyalty) and to identify factors influencing, it has a double significance affects. The purposes of this study were to investigate the role of the servicescape and infrastructure Management services associated with behavioral intentions of customers.The method of research was descriptive - survey conducted. The population sample consisted of 200 users of the services offered at the gas gyms in 1392. Research tool builds questionnaire with 59 closed questions were answered. Cronbach's alpha reliability test was 0/96(P<0/01).The model has 8 factors and good consistance on the current models. Three factors consist of Services scape, employe and involvement as independent factors in the model have been appeared that, and Waiting time, Service quality, value and satisfaction are the related factors and the behavioral intentions is the answer factor of model. Also the managers should be notice to correlations between the factors. Involvement is the key factor that affect on customer satisfaction and loyalty.Concern with service quality, service scape, employe and satisfaction are important. But value must be more noticed.

کلیدواژه‌ها [English]

  • servicescape
  • Behavioral Intention
  • sports services
  • Involvement
  • Waiting time

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