AI Summary & Key Takeaways
AI Insightİt was identified that the quality of perceived service had positive and directional effect on satisfaction (β=0.88; t=14.58, p
📌 3 Key Takeaways
Abstract
In this study, it was aimed to study, in marketing fitness centers, the effect of perceived service quality on satisfaction and the effect of satisfaction on word of mouth marketing. The sample group of the study consists of 422 participants, selected via randomly sample method from five different fitness centers in Konya city. In this premise, the researchers suggested the relationship model of quality, satisfaction, and word of mouth marketing related to the institutional and conceptual framework. This model suggested was examined by means of way analysis. İt was identified that the quality of perceived service had positive and directional effect on satisfaction (β=0.88; t=14.58, p
Özet
Bu araştırmada amaç fitness merkezlerinin pazarlanmasında algılanan hizmet kalitesinin memnuniyet ve memnuniyetinde ağızdan ağıza pazarlamaya etkisini incelemeye çalışılmıştır. Araştırma örneklem gurubunu Konya il merkezinde beş farklı fitness merkezindeki tesadüfi örneklem yoluyla seçilmiş 422 katılımcı oluşturmaktadır. Bu öncülde, araştırmacılar kuramsal ve kavramsal çerçeveye bağlı kalite, memnuniyet ve ağızdan ağıza pazarlama ilişki modelini önermiştir. Önerilen bu model yol analizi ile incelenmiştir. Araştırma sonucunda Algılanan hizmet kalitesinin memnuniyet (β=0.88; t=14.58, p