How to Increase Customer Satisfaction by Beautifying Sports Facilities? What is the Key Role of Service Quality?

The purpose of this study was to investigate the key role of service quality and beauty of sports facilities in increasing customer satisfaction. The research method is descriptive and correlational research. The statistical population of the study was 154188 organized athletes covered by sports insurance (103890 men, 50298 women) who were working in sports halls of Mazandaran province and according to Morgan table, 384 athletes were randomly selected by cluster Were. Aesthetic questionnaire, service quality and customer satisfaction were used to collect information. Data analysis was performed using Pearson test and structural equation modeling by SPSS24 and Amos structure analysis software. According to the research results, the indirect effect of aesthetics of sports venues on increasing customer satisfaction through service quality is significant. Managers can take effective steps to increase their presence and increase the income of gyms by using quality improvement strategies and customer satisfaction.

Beauty, Customer, Sports Facilities, Service Quality, Satisfaction