The relationship between service quality dimensions with loyalty in aquatic sport park's sport tourists in Mashad

The purpose of current research was to evaluate the dimensions of quality of services and to investigate the relationship between these dimensions to loyalty in the sport tourists of Mashad aquatic parks. The research instrument was "Liu" Standard Questionnaire that after translation and localization was distributed among 12 sport management professionals familiar with sport tourism for the face validity. Coronbach's Alpha was used to determine the reliability of the questionnaire (α=0/84).The statistical population was all the people who has traveled in May 2013 to Mashad with the primary or secondary aim to attend the aquatic parks. 384 participants were selected as the statistical sample based on Morgan's statistical table. The sampling method was Quota sampling. Smirnov- Kolmogrov test and Pearson Correlative test were used to assess the research elements normality and the relationship between research variables, respectively. According to the results there is a significant difference between Service quality aspects (tangibles, reliability, responsiveness, assurance, empathy). Besides there is a significant relationship between service quality and loyalty. All the aspects of service quality except "tangible" aspect have a significant positive correlation with loyalty too. Qualified services has a vital role in survival and profit- making of service industries. The results of current research well informs the aquatic parks managers of the importance of all the dimensions of service quality and trying to improve it for increasing customer's loyalty.