The effect of service quality of martial clubs on customer satisfaction rate and loyalty

Concepts of service quality, customer satisfaction and loyalty has been highly regarded during the past decades.Today, determine the level of customer satisfaction the principal concern is considered. Hence, purpose of this study is the effect of service quality of martial clubs on customer satisfaction rate and c loyalty.

This research is applied. The study statistical population included all the male and female customers of Tabriz martial in 1392. Research sample size selected 384 persons by Cochrane formula throuth , which random sampling method. The data collection tool was questionnaire. That reliability was obtained using the Cronbach'salpha coefficient for the quality of services equivalent 0/96, for the satisfaction equivalent 0/79 and for the loyalty equal 0/95. Analysis of data was performed by using the spss18 and Liserel. Pearson correlation analysis and structural equation modeling for testing hypotheses and from the Friedman test for ranking the factors was used. The findings from confirmatory factor analysis test and structural equations modeling of total coefficients effect showed that services quality has effect significant on the customer satisfaction and loyalty and Services quality is Influential factor on the customer satisfaction. Also, the customer satisfaction has a significant effect on their loyalty.

According to research findings can stated that, the quality of services is considered an important factor in customer satisfaction and loyalty. Therefore, club managers should identify customer needs and raise quality of services in order to meet customers’ needs and acquiring their satisfaction.