Document Type : Research Paper
Authors
1 Assistant Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
2 PhD student in Sports Management, Faculty of Sports and Health Sciences, University of Tehran, Tehran, Iran.
3 Assistant Professor, Sport science, Imam Reza International University, Mashhad, Islamic Republic of Iran
4 M.Sc, Faculty of Physical Education and Sports Sciences, Department of Sports Management, Imam Reza International University, Mashhad, Iran
Abstract
Objective: The objective of this research was to identify the factors affecting the complaining behavior of customers in the sports service industry.
Methodology: The qualitative research method with the thematic analysis approach of Brown and Clark (2006) and the statistical population of the research includes experts in the field of customer-oriented sports marketing, managers of health and wellness clubs and swimming pools, and customers who use the services of these centers were purposefully sampled (27 people). The research tools included a systematic library study (Sigma) and semi-structured exploratory interviews (Semi-structured) whose validity and reliability were confirmed.
Results: Based on the qualitative results findings related to the factors affecting the complaining behavior of customers in the sports service industry, 87 concepts, 8 subcategories and 3 main categories include customer-related elements (customer behaviors, purchase-related behavior, and customer attitudes). ; Intra-organizational elements (organization performance, organization employees and providing inappropriate services) and extra-organizational elements (economic and socio-cultural) were identified.
Conclusion: Sports organizations prevent their dissatisfaction by increasing the quality of sports services and identifying the expectations, attitudes and behavior of customers in using sports services, and by creating a quality complaint management system with a specific mechanism and access channels for complaints, along with training and empowerment. The employees are quickly aware of the customers' problems and solve the problems with transparent processes and procedures according to the customers' point of view, By responding respectfully and handling complaints, it increases the customer retention rate and helps to improve the profitability of the organization.
Keywords
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