Relationship between communication skills and customer-oriented behavior in sports management

This study aims to investigate the relationship between the levels of communication skills of people working in sports businesses and their customer-oriented behavior tendencies. It also aims to investigate the difference between employees' gender, age, education level, social status, professional experience, being active in sports and in-service training, communication skills, and levels of customer-oriented behavior. In line with the purpose of the research, quantitative research, causal-comparative design, and relational screening method were applied. The population of the study consists of the personnel working within Istanbul Metropolitan Municipality Youth and Sports Directorate, Istanbul Metropolitan Municipality Istanbul Sports Activities Industry & Trade Inc. (Sports Istanbul) and Esenyurt Municipality Youth and Sports Services Directorate. The sample consists of voluntary participants determined by simple random sampling method (n=355). Descriptive survey, communication skills rating scale and customer-oriented behavior scale were used as data collection tools. Mann Whitney U, Kruskal Wallis H tests and Correlation analysis were applied as statistical analysis. As a result, it was seen that the communication skills and customer-oriented behaviors of sports employees were at a good level. It was determined that there was no significant difference between the gender variable and the total and sub-dimensions of communication skills, the level of customer-oriented behavior and its sub-dimensions; there was a significant difference between age and communication skills total score and cognitive communication, emotional communication, and behavioral communication dimensions; a difference in age and customer-oriented behavior, understanding customer needs and developing personal relationships. According to the education level variable, it was found that there was no significant difference in the total and sub-dimensions of communication skills, customer-oriented behavior level and sub-dimensions. No significant difference in the communication skills scale sub-dimensions and total scores in terms of the experience of the participants in the profession was determined. Significant differences were determined in terms of professional experience, understanding the needs of customers and service readiness. While a significant difference was observed in the organizational status of the employees along with the total score of communication skills, cognitive and emotional communication dimensions, it was found that there was no significant difference in the behavioral dimension. There was no significant difference in the organizational status variable of customer-oriented behavior overall score and its sub-dimensions. It was determined that there was no significant difference between the sub-dimensions and total scores of the communication skill scale in terms of being active in sports and the customer-oriented behavior general score and sub-dimensions. It was determined that there was no significant difference between the sub-dimensions and total scores of the communication skills scale, and the customer-oriented behavior overall score and sub-dimensions according to in-service training status. It was established that there is a weak positive correlation between emotional communication and paying special attention to the customer, understanding customer needs and providing the required service, and a weak positive relation between the total score of the communication skills rating scale and the dimension of customer-oriented behavior required service delivery.