The effect of perceived service quality on customer satisfaction in commercial sports enterprises (snowpark snow and ski center example)

In this study, the effect of perceived service quality on customer satisfaction in commercial sports businesses was examined. Relational survey model, one of the quantitative research methods, was used in the study. The population of the study consists of individuals who visit Snowpark Snow and Ski Resort in Istanbul Torium Shopping Center. The sample group consists of a total of 340 participants consisting of 164 female and 176 male individuals. The data were collected through a Google Forms questionnaire prepared by the researcher and analyzed using the Customer Satisfaction Scale (CSS) and Perceived Service Quality Scale (PSQS). In the study, Independent Sample T test was applied for variables with two groups, One Way ANOVA test was applied for variables with three or more groups; Post Hoc tests were used to determine the component from which the difference between the groups originated. The relationships between the scales were examined by Pearson Correlation Analysis and the correlation coefficients were categorized as low (0.00-0.30), medium (0.30-0.70) and high (0.70-1.00). The effect of perceived service quality on customer satisfaction was evaluated by Regression (Path) Analysis and all analyses were performed in AMOS 24 program at 0.05 and 0.01 significance levels. Analyses on variables such as gender, age, education level and income revealed significant differences in customer satisfaction and service quality sub-factors. It was found that married participants had higher loyalty and ambient conditions quality scores than single participants. Participants with an income level between 17,000-20,000 TL made higher evaluations in perceived service quality and sub-factors. Participants' repeat visits to ski resorts and satisfaction with artificial snow had positive effects on customer satisfaction and service quality. The findings provide data that can contribute to the development of strategies to improve perceived service quality in sport businesses.