Satisfaction and customer loyalty with the effect of organizational citizenship behavior in private sports clubs in Tabriz

Mehran Razavi Ghezeljeh¹ Rana Adib²

1) - Bachelor of Science in Sport Sciences Sports Management - Shams Tabriz Institute of Higher Education -
2) - Bachelor of Science in Sport Sciences Sports Management - Shams Tabriz University of Science and Technology -  

IOI Code : XAEE-BKFEZ
Publication : اولین کنفرانس ملی نقش حسابداری، اقتصاد و مدیریت در توسعه پایدار با تاکید بر اقتصاد مقاومتی (aem2017.ir)
Abstract :
    The purpose of this study was customer satisfaction and loyalty with the effect of organizational citizenship behavior in private sports clubs in Tabriz. The research was descriptive and survey was carried out. The statistical population of the study consisted of customers and staff of sports clubs in Tabriz city. Based on cluster sampling, 2 districts were selected from Tabriz city and then 8 private clubs (16 private clubs) were randomly selected from each region. Finally, 148 customers and 64 employees were selected as research sample. Measurement tools consisted of organizational and organizational citizenship behavior questionnaire (Paul & Manchuk, 2002) and consumer satisfaction questionnaire from sport clubs and customer loyalty questionnaire (2008). Structural equation method (SEM) was used to determine the causal relationships and presenting the model. Based on the results obtained from the 32% model, direct effect and up to 48% have an indirect effect on customer loyalty. Also, organizational citizenship behavior (64%) has a positive and significant effect on customer satisfaction. These numbers indicate a positive and significant effect of five dimensions of citizenship behavior on customer loyalty and customer satisfaction. The results of the conceptual models of the path analysis of citizenship behavior and customer satisfaction and customer loyalty confirmed. Therefore, sports clubs in order to achieve maximum customer loyalty need to strengthen the dimensions of conscientiousness and citizenship citizenship behavior in order to provide a favorable background for satisfaction and re-engagement of customers in sports clubs.

Keywords : customer satisfaction customer loyalty organizational citizenship behavior private sports club