FİTNESS MERKEZİ ÜYELERİNİN ALGILADIKLARI HİZMET KALİTESİNİN BELİRLEYİCİLERİ ÜZERİNE BİR ANALİZ

Kadir YILDIZ, Ercan POLAT, Uğur SÖNMEZOĞLU, Cengiz ÇOKPARTAL

Özet


Bu araştırmada, fitness merkezi üyelerinin algıladıkları hizmet kalitesinin belirleyicilerinin tespit edilmesi amaçlanmıştır.
Araştırmada nicel araştırma yöntemlerinden tarama modeli kullanılmıştır. Araştırmanın çalışma grubu, kolay ulaşılabilir örneklem yoluyla seçilen ve araştırmaya gönüllü olarak katılan 301 kadın ve 390 erkek olmak üzere toplam 691 üyeden oluşmaktadır. Çalışmada Uçan (2007) tarafından geliştirilen “Spor-Fitness Merkezleri Algılanan Hizmet Kalitesi Ölçeği (SFM-HKÖ)” kullanılmıştır. Verilerin analizinde Independent t-test, Korelasyon Analizi ve Lojistik Regresyon testleri uygulanmıştır.
Elde edilen Bulgular neticesinde hizmet kalitesi alt boyutları arasında pozitif yönde orta ve yüksek düzeyde anlamlı ilişkiler olduğu tespit edilirken; Independent T test sonuçlarına göre, program ücretini pahalı olarak değerlendiren katılımcıların hizmet kalitesi algılarının da tüm alt boyutlarda anlamlı olarak daha düşük olduğu görülmüştür. Lojistik regresyon sonuçlarında ise algılanan hizmet kalitesi alt boyutlarından “fiziksel çevre kalitesi” değişkeninin üyelerin program ücretleri düzeyi üzerinde bir etkisi olduğu belirlenmiştir. Fiziksel çevre kalitesi değişkeninde meydana gelecek 1 birimlik artışın “program ücretini yordamaya ilişkin” odds değerinde %6.1’lik düşüşe neden olduğu görülmektedir. Program ücreti düzeylerine ilişkin toplam varyansın %11’inin algılanan hizmet kalitesini yordadığı ifade edilebilir.
Sonuç olarak, spor-fitness merkezi müşterilerinin devamlılığının ve işletmenin sürdürülebilirliğinin sağlanmasında sadece tek faktörün etkili olamayacağı düşünülmektedir. Çünkü bireysel tüketici memnuniyetini etkileyebilecek müşteri beklentileri, ekipmanlar, fitness merkezinin deneyimi, müşteri sadakati, fiziki görünüm gibi etmenlerin göz önünde bulundurulması önemli faktörlerdir.
Anahtar Kelimeler: Hizmet kalitesi, Spor, Fitness merkezleri, Lojistik regresyon

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