The effect of the perception of customer-friendly sports center and perceived autonomy support in the exercise environment on customer satisfaction: A study on members of healthy life and sports centers

The purpose of this study is to determine the effect of perceived autonomy support from the trainer and customer-friendly center perception on customer satisfaction in the exercise environment of healthy living and sports center customers. In addition, it was tried to examine whether having different demographic characteristics of customers makes a difference in their perceptions of autonomy support, customer-friendly center perception and satisfaction. The study has a non-experimental quantitative research design and is a survey model according to its method. The sample group of the research consists of 525 members who regularly receive sports services in four different healthy living and sports centers in Konya city center. "Personal Information Form", "Questionnaire on Perceived Autonomy Support from the Trainer in the Exercise Environment", "Customer Friendliness Scale in Sports Centers" and finally "Satisfaction Subscale" were used as data collection tools. "Customer Friendliness Scale in Sports Centers" was adapted by the researcher. Exploratory factor analysis (EFA) for the "Customer Friendliness Scale in Sports Centers" and confirmatory factor analysis for the construct validity of the scale were applied on a different group of 250 people. While examining the differences between the groups, independent samples t-test from 2 independent group comparison tests and Anova (analysis of variance) test from 3 or more independent group comparison tests were used since the variables came from normal distribution. Structural equation modeling (SEM) was applied to determine the relationships and test the hypotheses and the results were evaluated. The data obtained from the scale used in the study were analyzed using SPSS and AMOS package programs. As a result of the study, similarities and differences were found in the perceived autonomy support, customer-friendly center perception and satisfaction of customers with different demographic characteristics arising from the instructor in the exercise environment. Another result of the study is that perceived autonomy support from the trainer in the exercise environment and customer-friendly center perception positively affect customer satisfaction in a healthy living and sports center. The results obtained are considered important in terms of creating marketing and management strategies for businesses providing sports services.