Kakovost storitev in zadovoljstvo uporabnikov pri malih ponudnikih športnih storitev

magistrsko delo

Aleksander Bakračevič (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

V magistrski nalogi smo obravnavali koncept kakovosti storitev in zadovoljstva uporabnikov pri malih ponudnikih športnih storitev. V teoretičnem delu smo opredelili poglede različnih avtorjev na področje trženja storitev glede na njihove lastnosti. Natančneje smo predstavili pomembnost zunanjega in internega marketinga pri trženju storitev ter raziskali področje športnih storitev z vidika njihovega razvoja pri nas in v svetu. Preučili smo teorije kakovosti izdelkov in storitev ter zadovoljstva uporabnikov, prav tako modele različnih avtorjev za opredeljevanje kakovosti storitev. Ugotavljali smo dejavnike, ki vplivajo na nastanek vrzeli, ki pomembno vplivajo na zadovoljstvo uporabnikov storitev. V empiričnem delu smo uporabili vprašalnik kakovosti storitev ter zadovoljstva uporabnikov. Omenjena instrumenta sta bila posebej razvita za merjenje kakovosti storitev v fitnes in drugih tovrstnih centrih oz. pri ponudnikih športnih storitev. Vzorec je zajemal 124 uporabnikov storitev fitnes in tenis centrov v mestih in na podeželju SV Slovenije. Na podlagi dobljenih rezultatov ugotavljamo, da so uporabniki športnih storitev pri ocenjevanju kakovosti najvišje ocenili kakovost izidov, sledila je kakovost interakcije z zaposlenimi, najnižje pa je bila ocenjena kakovost fizičnega okolja. Rezultati dalje kažejo, da je zadovoljstvo uporabnikov najmočneje povezano s kakovostjo interakcije z zaposlenimi, sledi povezanost s kakovostjo fizičnega okolja, najnižja je povezanost zadovoljstva s kakovostjo izidov. Glede na lokacijo športnih centrov ugotavljamo razlike med mestom in podeželjem. Bolje je ocenjena kakovost interakcije z zaposlenimi in kakovost fizičnega okolja v športnih centrih na podeželju. Dobljeni rezultati kažejo, da bi v prihodnje morali lastniki in managerji obravnavanih športnih centrov posvečati posebno pozornost ustreznemu pridobivanju in permanentnemu strokovnemu usposabljanju kontaktnega osebja v svojih centrih in urejenosti fizičnega okolja.

Keywords

storitve;kakovost;ocenjevanje kakovosti;uporabniki;zadovoljstvo;šport;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Bakračevič]
UDC:	658.89:796(043.2)
COBISS:	12825372
Views:	900
Downloads:	188
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Service quality and customer satisfaction in small sport service providers
Secondary abstract:	The master’s thesis addressed the concept of service quality and user satisfaction with small providers of sports services. The theoretical section defined different authors’ views on marketing services depending on their characteristics. We specifically presented the importance of external and internal marketing for marketing services, and investigated the field of sports services from the aspect of their development in Slovenia and across the world. We examined theories of product and service quality, and user satisfaction as well as different authors’ models for defining service quality. We determined the factors influencing the formation of gaps that significantly affect the satisfaction of service users. In the empirical section, we used a survey on service quality and user satisfaction. The mentioned instruments were specially developed for measuring the quality of services in fitness centres and other similar centres, namely sports service providers. The sample encompassed 124 users of fitness and tennis centre services in urban and rural areas of north-eastern Slovenia. Based on the results, we find that in their evaluation of quality, sports service users gave the highest rating to the quality of outcomes, followed by the quality of interaction with the employees, while the quality of the physical environment was rated lowest. The results further show that user satisfaction is most strongly connected to the quality of interaction with employees, followed by the connection of satisfaction and the quality of the physical environment, while the connection between satisfaction and outcome quality is the lowest. Considering the location of sports centres, we find differences between urban and rural areas. The quality of interaction with employees and the quality of the physical environment are better rated in sports centres in rural areas. The obtained results show that in the future, owners and managers of the surveyed sports centres should give special attention to suitable acquisition and permanent vocational training of contact staff in their centres, and to the tidiness of the physical environment.
Secondary keywords:	user satisfaction;service quality;models of quality assessment;sports services;fitness and tennis centres;contact staff;physical environment;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 60 str., 12 str. pril.
ID:	10843612