Impact of service access and perception of service quality on perceived value, satisfaction and loyalty in sports centers

The overall purpose of this study was to determine the impact of access to services and perception of service quality on perceived value, satisfaction and loyalty in sport centers. The present study was descriptive-correlational based on structural equation modeling and applied in terms of purpose. The data of this study were collected through field survey and questionnaire. The statistical population of this study consisted of all participants in sport programs of Tehran municipality sport centers in 22 districts of Tehran. The statistical sample of this study was 377 people selected by cluster sampling. The research used the perceived quality questionnaire of Alexandris et al. (2004), access to services by Chang et al. (2012), perceived value of zitmall (1988), cronin satisfaction (2000), and loyalty of Zeitmal et al. (1996). The results showed that perception of service quality had a significant positive effect on perceived value (β = 0.28, t = 2.28) in sports centers. In addition, the effect of access to services on perceived value (β = 0.58, t = 4.72) in sports centers was positive. In addition, the results showed that perceived value on customer satisfaction (β = 0.74, t = 13.38), satisfaction on customer loyalty (β = 0.80, t = 16.74) had a significant positive effect on sports center has it.