The Relationship between Service Quality and Customer Satisfaction with Customer Loyalty in Mashhad Billiard Clubs

The aim of this study was to investigate the relationship between service quality and customer satisfaction with customer loyalty in Mashhad's billiard clubs. The research was a field and of descriptive-correlation type. The statistical population of this study consisted of 2000 people who were customers of billiard clubs in Mashhad and had at least 6 months of membership in the club. Billiard clubs were selected randomly using cluster sampling. The sample size (322 people) was obtained using Morgan’s table. After distributing the questionnaires and sorting the flawed ones out, 273 questionnaires were left. Thus, the statistical analysis was performed on the remaining 273 questionnaires. Chin Liu Questionnaire (2008) was used for data collection. 9 Sport Management professors were then provided with the data to determine its content validity. The instrument reliablity was obtained using Cronbach’s Alpha (α=0.92). Descriptive statistics, Kolmogorov–Smirnov test, Pearson correlation coefficient and simultaneous multivariate regression were used to analyze the demographic characteristics. The findings of the study showed that there is a positive and significant relationship between the variables of service quality, customer satisfaction and customer loyalty. Among the variables of service quality and customer satisfaction, service quality was the strongest predictor of customer loyalty.