Author(s): Mohammad Rahim Najafzadeh, Fatemeh Shiri

Abstract:
Customers are the focus of the each organization. They are survival and continued profitability source for organization. Hence, understanding the customers' expectations in order to satisfy their needs and providing appropriate services and even beyond to service organizations is inevitable that it would ensure customer loyalty. The purpose of this study is to examine the relationship between service quality and perceived value and customer loyalty clubs and aerobic fitness in Tabriz. Statistical society included 383 women customers Aerobics and fitness clubs in Tabriz. Service quality questionnaires Liu (2008) [17], the researcher perceived value, customer loyalty Monkiuli (2001) was used to measure the variables. Research methodology is descriptive and correlational. To analyze the data, descriptive statistics, mean, standard deviation, and the Kolmogorov-Smirnov inferential statistics, and regression was used Pearson correlation coefficient. Research results showed that the quality of service and value perceived by the customer loyalty has simple relationships. Also simple linear regression showed that the perceived service quality and customer loyalty are good predictors. Based on the study findings suggest that managers and owners of sports clubs using pricing and positioning strategies among competitors and create a good social reputation and establish appropriate communication strategies with customers the expected quality of service and value they provide in relation to the socio-economic and emotional to be a matter of customer loyalty.

Pages: 69-73  |  3019 Views  203 Downloads

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