Analysis of the perceived quality by users of a municipal sports service. Gender differences
Abstract
When the aim of offering a service is to retain and attract new customers, information about their opinion and how they perceive and rate this service is required. The main objective of this study was to evaluate the quality perceived among users of municipal sports facilities and services. A further objective of this study was to ascertain the perception of different aspects of the services offered in a more specific and detailed way, as also analyze the way gender causes differences in how quality is perceived. The study sample consisted of 264 users (114 men and 150 women), with the average age being 46,8 (±11,1). The instrument used in the study was an adapted version of the Scale of Service Quality in Recreational Sport (SSQRS); this instrument is made up of five different aspects, which are: ‟quality of the program‟, ‟quality of interaction and communication‟, ‟quality of results‟, ‟quality of the environment‟ and ‟other factors‟. The data obtained indicated that the aspect that was best perceived by users was ''Quality of interaction'' with a 5,97 (±1,34) and the worst was ''Quality of physical surroundings‟ with a 5,01 (±1,64). Some of the conclusions drawn from this study are: that the quality of interaction between users and with facility monitors are the factors best perceived by the users of this questionnaire; to improve the perception of "quality of the environment" measures could be taken such as the purchase or restoration of materials; and finally, that women perceive quality better than men.
Downloads
References
Afthinos, Y., Theodorakis, N. D., y Nassis, P. (2005). Customers‟ expectations of service in Greek fitness centers: Gender, age, type of sport center, and motivation differences. Managing Service Quality: An International Journal, 15(3), 245-258. https://doi.org/10.1108/09604520510597809
Alexandris, K., Zahariadis, P., Tsorbatzoudis, C., y Grouios, G. (2004). An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context. European Sport Management Quarterly, 4(1), 36-52. https://doi.org/10.1080/16184740408737466
Angosto-Sánchez, S., López-Gullón, J. M., y Díaz-Suárez, A. (2016). A Scale for assessing participants‟ perceived quality in popular sporting events (CAPPEP V2. 0). Journal of Sports Economics & Management, 6(2), 69-84.
Berengüí, R., López-Gullón, J. M., y Angosto, S. (2021). Physical Sports Activities and Exercise Addiction during Lockdown in the Spanish Population. International Journal of Environmental Research and Public Health, 18(6), 3119. https://doi.org/10.3390/ijerph18063119
Bitner, M. J., & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality. Service quality: New directions in theory and practice, 34 (2), 72-94.
Brady, M. K., y Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of marketing, 65(3), 34-49. https://doi.org/10.1509/jmkg.65.3.34.18334
Calabuig, F., Burillo, P., Crespo, J., Mundina, J.J. y Gallardo, L. (2010). Satisfacción, calidad y valor percibido en espectadores de atletismo. Revista Internacional de Medicina y Ciencias de la Actividad Física y el Deporte, 10(40) 577-593.
Calabuig, F., Molina, N., y Núñez, J. (2012). Una aplicación inicial del modelo tridimensional de calidad de servicio en centros deportivos privados. E-Balonmano: Revista de Ciencias del Deporte, 8(1), 67-81.
Calabuig, F., Burillo, P., Crespo, J., Mundina, J. J., & Gallardo, L. (2010). Satisfacción, calidad y valor percibido en espectadores de atletismo. Revista Internacional de Medicina y Ciencias de la Actividad Física y del Deporte/International Journal of Medicine and Science of Physical Activity and Sport, 10(40), 577-593.
Čáslavová, E., Pecinová, M., Ruda, T., y Šíma, M. (2018). Service quality in sport: A case study of golf resorts in the Liberec region. Auc Kinanthropologica, 54(2), 137-148. https://doi.org/10.14712/23366052.2018.11
Castillo-Rodriguez, A., Onetti-Onetti, W., y Chinchilla-Minguet, J. L. (2019). Perceived quality in sports centers in southern spain: a case study. Sustainability, 11(14), 3983. https://doi.org/10.3390/su11143983
Crompton, J. L., Mackay, K. J. y Fesenmaier D. R. (1991). Identifying dimension of service quality in public recreation. Journal of Park and Recreation Administration, 9(3), 15-28. https://doi.org/10.1016/S1441-3523(02)70060-0
Cronin, J.J. y Taylor, S.A. (1992). Measuring service quality: a reexamination and extensions, Journal of Marketing, 56, 55-68. https://doi.org/10.2307/1252296
Dabholkar, P., Thorpe, D.I., y Rentz, J.O. (1996). A measure of service quality for retail stores. Journal of the Academy of Marketing Science, 24, 3-16. https://doi.org/10.1007/BF02893933
De Knop, P., Van Hoecke, J. y Bosscher, V. D. (2004). Quality management in sports clubs. Sport Management Review, 7, 57-77.
Dhurup, M., Singh, P. y Surujlal, J. (2006). Customer Service Quality at Commercial Health and Fitness Centres. South African Journal for Research in Sport, Physical Education & Recreation, 28(2), 39-54.
Fernández, J. G., Gavira, J. F., y García, A. B. (2014). La percepción de calidad y fidelidad en clientes de centros de fitness low cost. Suma psicológica, 21(2), 123-130. https://doi.org/10.1016/S0121-4381(14)70015-3
Ferrer, C. M. S. (2007). Diferencias de género en la percepción de la calidad del servicio. Un estudio exploratorio. Boletín de Psicología, 89, 29-45.
Gálvez, P. (2011). Cuestionario para evaluar la calidad de servicios deportivos: Estudio inicial de las propiedades psicométricas. [Tesis doctoral, Universidad de Málaga].
Gálvez, P. y Morales Sánchez, V. (2011). Evaluación de la calidad en programas municipales deportivos: generalizabilidad y optimización de diseños de medida. Cuadernos de Psicología del Deporte, 11(2), 123-130.
Gremler, D.D., y Gwinner, K.P. (2000). Customer–employee rapport in service relationships. Journal of Service Research, 3, 82-104. https://doi.org/10.1177/109467050031006
Grönroos, C. (1994). Marketing y gestión de servicios: la gestión de los momentos de la verdad y la competencia en los servicios. Ediciones Díaz de Santos.
Howat, G., Absher, J., Crilley, G., y Milne, I. (1996). Measuring customer service quality in sports and leisure centres. Managing leisure, 1(2), 77-89.
IHRSA. (2014). The IHRSA Global Report 2013. International Health, Racquet & Sports club Association.
Kelley, S. W., y Turley, L. W. (2001). Consumer perceptions of service quality attributes at sporting events. Journal of Business Research, 54(2), 161-166. https://doi.org/10.1016/S0148-2963(99)00084-3
Kim, D. y Kim, Y. (1995). QUESC: An instrument for assessing the service quality of sport centers in Korea. Journal of Sport Management, 9(2), 208-220. https://doi.org/10.1123/jsm.9.2.208
Ko, Y. J., y Pastore, D. L. (2007). An instrument to assess customer perceptions of service quality and satisfaction in campus recreation programs. Recreational Sports Journal, 31(1), 34-42. https://doi.org/10.1123/rsj.31.1.34
Ko, Y.J. y Pastore, D.L. (2005). A hierarchical model of service quality for the recreational sport industry. Sport Marketing Quarterly, 14, 84-97.
Lee, S. Y. (2017). Service quality of sports centers and customer loyalty. Asia Pacific Journal of Marketing and Logistics, 29(4), 870-879. https://doi.org/10.1108/APJML-10-2016-0191
Llorens, F. J. y Fuentes, M. (2000). Calidad Total. Fundamentos e Implantación. Pirámide.
Marmol, A., Orquín Castrillón, F. J., y Sainz de Baranda, P. (2010). La infraestructura y el equipamiento, la prescripción del ejercicio y los servicios ofertados como índices de calidad de los centros fitness de Murcia. Cuadernos de Psicología del Deporte, 10(2), 85-91.
Martínez, J.A. y Martínez, L. (2009). La calidad percibida en servicios deportivos; mapas conceptuales de marca. Revista Internacional de Medicina y Ciencias de la Actividad Física y el Deporte, 9(35), 232-253
Matić, R., Maksimović, N., Maksimović, B., Popović, S., Opsenica, S. y Tovilović, S. (2017). Quality of services in fitness centres: importance of physical support and assisting staff. South African Journal for Research in Sport, Physical Education and Recreation, 39(3), 67-78.
McDonald, M. A., Sutton, W. A. y Milne, G. R. (1995). TEAMQUAL: Measuring service quality in professional team sports. Sport Marketing Quarterly, 4(2), 9-15. https://doi.org/10.5231/psy.writ.2013.2206
McDougall, G. H. G., y Levesque, T.J. (1994). A revised review of service quality dimensions: An empirical investigation. Journal of Professional Service Marketing, 11, 189-209. https://doi.org/10.1300/J090v11n01_13
Monazami, A., Karami, F., & Shahbazi, M. (2020). Evaluación de la calidad de la Educación Física en la ciudad de Shahriar según el modelo SERVQUAL. SPORT TK-Revista EuroAmericana de Ciencias del Deporte, 9(2), 125-128. https://doi.org/10.6018/sportk.431211
Moreno, F. C., Pardo, I. Q., y Gómez, J. M. (2008). La calidad percibida de los servicios deportivos: diferencias según instalación, género, edad y tipo de usuario en servicios náuticos. (The perception of service quality in sport services: differences according to sport facility, gender, age and user type in nautical services). RICYDE. Revista Internacional de Ciencias del Deporte, 4(10), 25-43. https://doi.org/10.5232/ricyde2008.01003
Ng, K. (2020). Adapted physical activity through COVID-19. European Journal of Adapted Physical Activity, 13(1), 1-3. https://doi.org/10.5507/euj.2020.003
Nuviala, A., Grao–Cruces, A., Pérez–Turpin, J. A., y Nuviala, R. (2012). Perceived service qualilty, perceived value and satisfaction in groups of users of sports organizations in Spain. International. Journal of Fundamental and Applied Kinesiology, 44, 94-103.
Nuviala, A., Tamayo, J. A., Iranzo, J. y Falcón, D. (2008). Creación, diseño, validación y puesta en práctica de un instrumento de medición de la satisfacción de usuarios de organizaciones que prestan servicios deportivos. Retos. Nuevas tendencias en Educación Física, Deporte y Recreación, 14, 10-16.
Nuviala, A., Tamayo, J. A., Nuviala, R., González, J. A. y Fernández, A. (2010). Propiedades psicométricas de la escala de valoración de organizaciones deportivas EPOD. Retos. Nuevas tendencias en Educación Física, Deporte y Recreación, 18, 82- 87.
Nuviala, A., Grao-Cruces, A., Tamayo, J. A., Nuviala, R., Álvarez, J. y Fernández- Martínez, A. (2013). Diseño y análisis del cuestionario de valoración de servicios deportivos (EPOD2). Revista Internacional de Medicina y Ciencias de la Actividad Física y el Deporte, 13(51), 419-436.
Oliver, R.L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill. https://doi.org/10.4324/9781315700892
Parasuraman, A., Zeithaml, V. y Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.
Parasuraman, A., Zeithaml, V. y Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Polyakova, O., y Ramchandani, G. (2020). Perceived service quality among regular users of gyms in public sports centres in the UK. Managing Sport and Leisure, 28(1), 35-54. https://doi.org/10.1080/23750472.2020.1853594
Robles, M. R., Gurrola, O. C., Rodríguez, R. E. M., Villa, J. A. R., & Esquerra, L. E. L. (2022). Calidad, satisfacción y valor percibido en usuarios de servicios deportivos en México. SPORT TK-Revista EuroAmericana de Ciencias del Deporte, 11, 17. https://doi.org/10.6018/sportk.475801
Salazar Lagravere, A. P. (2023). Calidad de servicio y fidelización de los clientes de una cadena de gimnasios en la ciudad de Ayacucho, 2022. Tesis de Grado, Universidad Peruana Unión.
Smith, J., Murray, D., y Howat, G. (2014). How perceptions of physique can influence customer satisfaction in health and fitness centres. Managing Leisure, 19(6), 442-460. https://doi.org/10.r1080/13606719.2014.920177
Teik, D. O. L. (2015). Enhancing the experience of needs satisfaction through service engagement: A case of commercial fitness centers in Malaysia. Journal of Global Scholars of Marketing Science, 25(2), 109-121. https://doi.org/10.1080/21639159.2015.1012808
Theodorakis, N., Kambitsis, C., Laios, A. & Koustelios, A. (2001). Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality, 11, 431-438. https://doi.org/10.1108/09604520110410638
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.2307/1251446
The works and papers that are published in this Journal are subject to the following terms:
1. The Publication Service of the University of Murcia (the publisher) has the Publication Rights (Copyright) to the published papers and works, and favors and permits the reusing of the same under the license indicated in point 2.
© Servicio de Publicaciones, Universidad de Murcia, 2013
2. The papers and works are to be published in the digital edition of the Journal under the license Creative Commons Reconocimiento-No Comercial-Sin Obra Derivada 3.0 España (legal text). The copying, using, spreading, transmitting and publicly displaying of the papers, works or publication are permitted as long as: i) the authors and original sources (Journal, publisher and URL of the publication) are quoted; ii) it is not used for commercial benefit; iii) the existence and specifications of this users license are mentioned.
3. Conditions of Self-Archiving. It is permitted and encouraged that the authors spread electronically the pre-print (before printing) and/or post-print (the revised, evaluated and accepted) versions of their papers or works before their publication since this favors their circulation and early diffusion and therefore can help increase their citation and quotation, and also there reach through the academic community.
The works and papers that are published in this Journal are subject to the following terms:
1. The Publication Service of the University of Murcia (the publisher) has the Publication Rights (Copyright) to the published papers and works, and favors and permits the reusing of the same under the license indicated in point 2.
© Servicio de Publicaciones, Universidad de Murcia, 2013
2. The papers and works are to be published in the digital edition of the Journal under the license Creative Commons Reconocimiento-No Comercial-Sin Obra Derivada 3.0 España (legal text). The copying, using, spreading, transmitting and publicly displaying of the papers, works or publication are permitted as long as: i) the authors and original sources (Journal, publisher and URL of the publication) are quoted; ii) it is not used for commercial benefit; iii) the existence and specifications of this users license are mentioned.
3. Conditions of Self-Archiving. It is permitted and encouraged that the authors spread electronically the pre-print (before printing) and/or post-print (the revised, evaluated and accepted) versions of their papers or works before their publication since this favors their circulation and early diffusion and therefore can help increase their citation and quotation, and also there reach through the academic community.
