| Investigating the role of social networks on service quality and customer satisfaction of sports clubs in Corona |
| Paper ID : 1531-SSRC-13TH |
| Authors |
|
Mahboubeh Naghavi * Assistant Professor, Sport Management, Art University |
| Abstract |
| Background: Cultural and social issues in any society are affected by various factors, these factors can affect beliefs, attitudes, and practices. In the meantime, social networks are one of the basic tools for studying social issues, information, education is a very effective factor in the formation of social and cultural values. Target: current study; The aim was to investigate the role of social networks on the quality of services and customer satisfaction of sports clubs in Corona Methodology: The method of the present study was applied and correlational which was done in the field. To collect the data of the present study, two researcher-made questionnaires were used to assess the functions of social networks in the service delivery process and customer satisfaction with 25 questions including 5 components and to assess customer satisfaction from the quality of services provided with 10 questions. Statistical population of the research; Includes all absentee customers of sports clubs in Tehran who have used the absentee services of clubs online in the days of Corona. The statistical sample was 384 people using Morgan and Adonovsky table. Which were randomly selected. The validity of the content of the questionnaire was confirmed by ten experts in the field of physical education and information and communication technology and the reliability of the questionnaire was reported using Cronbach's alpha coefficient (α = 0.825). In this study, descriptive and inferential statistics including Pearson correlation and multiple regression at the alpha level of 0.05 were used. SPSS software was used to analyze the data. Results: The findings of the study indicate; Social media has made significant predictions about service quality and customer satisfaction. Among the functions of social media, the education component of the highest (0.29) and homogenization (0.14) explained the lowest prediction on service quality and customer satisfaction. Conclusion: According to the findings of this study, it is necessary; Emphasize social media as a tool to develop the quality of service and customer satisfaction of sports clubs in the context of the corona crisis, which attracts the attention of customers |
| Keywords |
| Clubs, sports, services, satisfaction, social networks, customers |
| Status: Abstract Accepted (Poster Presentation) |
