The relationships among service quality, customer satisfaction, and customer loyalty: A study in sport organizations

The aim of this research is to examine the effect of service quality perceived by customers receiving service from sports businesses on customer satisfaction and customer loyalty. It is also to investigate the effect of customers' satisfaction levels on their loyalty. In the research, customer satisfaction was also used as a mediating variable between perceived service quality and customer loyalty. The research data were collected from the sports enterprises operating in the province of Diyarbakır according to the convenience sampling method. Half of the data was collected with the help of a face-to-face questionnaire, while the other half was collected through online platforms. While demographic questions were included in the first section of the questionnaire used in the data collection process, fourteen statements about perceived service quality, three statements about customer satisfaction and five statements about customer loyalty were included in the second section. SPSS and Smart PLS statistical programs were used in the analysis of the data. Data analysis was carried out within the scope of the covariance-based structural equation model. As a result of data analysis, it has been determined that customer satisfaction affects customer loyalty in a positive way and perceived service quality affects customer satisfaction in a positive way. In addition, customer satisfaction mediates positively between perceived service quality and customer loyalty. On the other hand, perceived service quality does not significantly affect customer loyalty in a positive way. Keywords: Sports Businesses, Service Quality, Customer Loyalty, Customer Satisfaction.