The Effect of Service Quality in Sports Businesses on Customer Satisfaction

Sports businesses need to improve their service quality to achieve their goals continuously. Enterprises that can achieve this will have a positive effect on customer satisfaction and will be able to sustain their existence and allow their businesses to grow. The problem statement of the research is "Is there a relationship between perceived service quality and customer satisfaction in sports businesses?". In this direction, the research aims to examine the relationship between service quality and customer satisfaction in enterprises in terms of different demographic variables. The population of the study consisted of 885 members who receive active service in Mugla Culture Art Sports Center and Trade LLC sports enterprises. The sample consisted of 375 people over the age of 18, 123 of whom were female and 252 of whom were male. To collect the data needed for the research, the personal information form prepared by the researchers, the Sports Facilities Customer Satisfaction Scale (SFCSS) developed by Yıldırım (2017), and the Fitness Centers Service Quality Scale (FCSQS) developed by Sevilmiş (2019) was used. The data were collected a face-to-face questionnaire technique. SPSS 26.0 package program was used to analyze the collected data. Frequency and percentage analyses were used to determine the demographic structure of the data. A T-test was used to investigate the relationship between two independent variables and a one-way analysis of variance (ANOVA) was used to examine the relationship between three or more variables. Statistical analyses were interpreted based on a p0.05 significance level. The results of the analyses showed that the Cronbach Alpha values of the scales and sub-dimensions were highly reliable. The findings revealed a strong and positive relationship between service quality and customer satisfaction (r=0.613, p0.01). This means that customer satisfaction increases with the increase in service quality in sports facilities.