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Examining the gap in the quality of services provided and expected by the General Directorate of Sports and Youth of Kohgiluyeh province, Vivir Ahmad

Number of pages: 135 File Format: word File Code: 31705
Year: 2014 University Degree: Master's degree Category: Physical Education - Sports
Tags/Keywords: competition - Customer oriented - Customer satisfaction - Expectations - gap - organization - Perceptions - Quality of service - Seroquel - Sports services
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  • Summary of Examining the gap in the quality of services provided and expected by the General Directorate of Sports and Youth of Kohgiluyeh province, Vivir Ahmad

    Sports Management

    Master's degree

    Abstract:

    The purpose of this research was to identify the gap in the quality of services provided and expected in the General Department of Sports and Youth of Kohgiluyeh province of Vivirahmad. This research is a descriptive-survey type of study. The statistical population of this research was the referrals of Sports and Youth Department of Kohgiluyeh and Boyar Ahmad provinces, the sample size was obtained based on random sampling method equal to 384 people, and with further distribution of the questionnaire, finally 385 people were selected as the sample size. The tool for data collection was the Serqual standard questionnaire. The validity of the content of the questionnaire was confirmed by using the opinions of the professors and its reliability was calculated using the Cronbach's alpha method for variables of 0.9. Wilcoxon test and Friedman test were used to analyze the data in this research. The participants believed in the existence of a quality gap in all dimensions of quality, and among the dimensions of service quality, the assurance dimension was identified as the most important quality dimension. Based on the results, the largest gap was found in the dimension of responsiveness and the smallest gap was found in the dimension of empathy. This research confirms the importance of accountability in the sports and youth department and can be effective in directing organizational activities to improve the quality of services in the sports and youth department.

    Key words: service quality, gap, perceptions, expectations, service quality, sports services.

    . Introduction

    In today's changing world, many organizations are looking for ways to gain a competitive advantage and differentiate their services and products from others. One of the existing strategies to achieve this goal is to provide quality services (Amirion et al., 2018). Improving service quality can lead to cost savings for the organization (same source) and cause customer satisfaction.

    Most organizations, by choosing the customer satisfaction index as a key criterion, seek to improve customer satisfaction through the evaluation of their service quality and as a result of their survival and durability.  Based on this, they compare their expectations with their perception of the services received. Service quality is the comparison of what the customer feels it should be (expectations) with what he has received (perceptions). If the expectations are more than the perceptions, from the customer's point of view the quality of the service received is lower and it leads to his dissatisfaction (Ajam et al., 2013). rtl;">Customers do not focus. The service organization must put itself in the place of its customers and base its policies based on their point of view. The lack of direct communication with the customer ultimately causes the performance of the service to not be able to meet the expectations of the customers and as a result, there is a difference of opinion among the customers in the field of providing quality services (Gholami et al., 2018). to examine the critical events and their impact on customer behavior. Knowing the expectations of customers and the levels of these expectations from sports organizations allows service marketers to determine whether the services provided have an acceptable level of quality (Sidjavadin et al., 2010). Public and private clubs, Seyed Ameri and colleagues (2013) have investigated the relationship between service quality and customer satisfaction and loyalty of sports facilities. Also, Kavousi et al. (2002), Gholami et al. (2010), Aghamolai et al. (2007), Ranjbar et al. (2009), Lim and Tang[1] (2000) have analyzed the service quality gap, all of them have analyzed this gap in medical centers and hospitals. Some studies were also found regarding the gap in the quality of services in educational centers and universities, but the studies that have investigated this gap in sports services are very limited.. Some studies were also found regarding the service quality gap in training centers and universities, but the studies that have examined this gap in sports services have been very limited. Therefore, in this chapter, we discuss the generalities of the research, including stating the topic, objectives, assumptions, and limitations.

    2.1. Statement of the research topic (problem statement)

    In many efficient and effective organizations, customer-centricity is considered equivalent and the same meaning of good and effective management. In new management methods, quality is defined by the customer's demand. American theorists mention four characteristics as the basis of good management, one of which is accepting customer perceptions and expectations as the main determinants of quality. Customers or service receivers evaluate the service quality by comparing their expectations and perceptions of the services received (Kobariai et al., 2013). Successful managers have focused their service strategies on continuous feedback from customers in order to identify their needs and satisfy them and finally measure customer satisfaction. The secret of success lies in meeting or even exceeding the expectations of customers regarding the quality of service. In other words, the first step to provide quality services to the customer and to satisfy him is to know the dimensions of service quality and the importance of each of these dimensions for the customer, as well as to analyze his expectations and perceptions regarding each of these dimensions (Naibzadeh and Fatahi Zarch, 2017). Sports organizations have characteristics that distinguish them from other service organizations, firstly, sports services are luxurious, secondly, customers usually refer to sports organizations during their leisure time, and thirdly, emotional investment is often made in the activities of sports organizations, which probably increases service expectations from sports organizations compared to other organizations (Robinson [2], 2006).

    Before this, Peter and Colleagues [3] (2000) found that the service quality gap is understood more from the point of view of working students than graduates (Peter et al., 2000), Chu [4] (2004) study found a negative gap regarding the quality of educational services in all dimensions of quality (Chu, 2004), Dian [5] (1999) in a study mentioned the tangibility, empathy and reliability of services as the most important issues for patients (Dian, 1999). Also in Iran, Kavousi et al. (2013), Gholami et al. (2014), Aghamolai et al. (2016), Ranjbar et al. (2016) analyzed the gap analysis of service quality, all of them found a negative gap in all aspects of service quality in medical centers and hospitals.

    During the last decade, the attention of many managers and researchers has been focused on service quality and methods of measurement and monitoring. But what we see is that most of the research in this field has been done in health service organizations, educational sector and banks, and less attention has been paid to sports organizations. Therefore, in this research, while introducing the concept of service quality and the importance it has gained in successful organizations, with the help of one of the most reliable models (Serukval model), we evaluate the state of service quality in the sports and youth department of Kohgiluyeh and Boyer Ahmad provinces.  Therefore, in this research, the researcher seeks to investigate whether there is a service quality gap in the Sports and Youth General Office of Kohgiluyeh and Boyerahmad Province and what is the extent of the gap? This study was also a descriptive-survey research. The population consisted of Sports and Youth General Office of Kohgiluyeh and Boyerahmad Province's clients. The sample size was 384 based on random sampling method and by distributing more questionnaires; finally 385 subjects were selected as sample. The data collection tool was a standard SERVQUAL questionnaire. The content validity was confirmed using professors and experts' opinions and the reliability was calculated 0.9 through Cronbach's alpha coefficient method. In this study, Wilcoxon and Friedman tests were used for data analysis.

  • Contents & References of Examining the gap in the quality of services provided and expected by the General Directorate of Sports and Youth of Kohgiluyeh province, Vivir Ahmad

    List:

    Research abstract ..

    9

    Chapter One

    Introduction

    1.1.Introduction..

    11

    2.1. Statement of the research topic.

    12

    3.1. The necessity and importance of research.

    14

    4.1. Research objectives..

    15

    5.1. Research questions..

    15

    6.1. Research assumptions ..

    16

    7.1. Research scope ..

    17

    8.1. Conceptual definitions of words and terms.

    18

    Chapter Two

    Theoretical infrastructure and research background

    1.2. Theoretical foundations of research.

    21

    1.1.2. Services ..

    21

    2.1.2. Services and their types.

    22

    3.1.2. Features of the service.

    23

    4.1.2. The concept of quality.

    25

    5.1.2. Definitions of service quality.

    26

    6.1.2. The relationship between service quality and the mental image of customers.

    28

    7.1.2. Theoretical foundations and background related to research hypotheses.

    31

    1.7.1.2. Theoretical foundations of the first research hypothesis.

    31

    2.7.1.2. Research background related to the first hypothesis. .

    41

    3.7.1.2. Theoretical foundations of the second hypothesis.

    49

    4.7.1.2. The background of the research of the second hypothesis.

    50

    5.7.1.2. Theoretical foundations of the third hypothesis.

    51

    6.7.1.2. Research background of the third hypothesis.

    52

    7.7.1.2. Theoretical foundations of the fourth hypothesis.

    53

    8.7.1.2. Research background of the fourth hypothesis.

    55

    9.7.1.2. Theoretical foundations of the fifth hypothesis.

    56

    10.7.1.2. The background of the research of the fifth hypothesis.

    57

    11.7.1.2. Theoretical foundations of the sixth hypothesis.

    58

    12.7.1.2. Research background of the sixth hypothesis.

    59

    8.1.2. Introduction of Sports and Youth Department.

    60

    9.1.2. Summary of the conducted research.

    61

    Chapter Three

    Methodology

    1.3. Research method ..

    65

    2.3. Statistical population ..

    67

    3.3. Estimation of the sample size.

    67

    2.3.3. Sampling method.

    68

    4.3. Operational definition of variables.

    69

    5.3. Measurement scale.

    70

    1.5.3. Validity of the questionnaire.

    71

    6.3. Data collection.

    72

    1.6.3. Measuring tools.

    72

    2.6.3. Data collection method.

    72

    7.3. Information analysis methods.

    73

    Chapter four

    Findings

    1.4. Descriptive findings.

    76

    1.1.4. Description of demographic characteristics.

    76

    2.1.4. Description of research variables.

    79

    2.4. Inferential findings.

    85

    1.2.4. Reliability test..

    85

    2.2.4. Kolmogorov test.

    86

    3.2.4. Gap in perceptions and expectations of needs.

    87

    4.2.4. Analysis of results..

    88

    Chapter five

    Discussion and conclusion

    1.5. Research summary..

    97

    2.5. Discussion and conclusion.

    98

    1.2.5 findings (related to the first hypothesis).

    98

    2.2.5. Findings (related to the second hypothesis).

    101

    3.2.5. Findings (related to the third hypothesis).

    105

    4.2.5. Findings (related to the fourth hypothesis).

    108

    5.2.5. Findings (related to the fifth hypothesis).

    111

    6.2.5. Findings (related to the sixth hypothesis). 114. Sources and sources. Dupiker, Nuruddin, Nasiri, Taha; Maskarpouramiri, Mohammad; Gholami Pasharaki, Mohammad; Karam Ali, Maziar; Heydari, Samia; Shukri, Mohammad; Shams, Lida, (2013), examining the gap between expectations and services provided to patients in selected military hospitals in Tehran in 2011, Journal of Military Medicine, No. 2, Series 1, pp. 1-10

    Ajam, Mehdi; Sadeghifar, Jamil; Anjam Shua, Mina; Mahmoudi, Saeed; Hanrour, Hassan; Mousavi, Seyed Maitham, (2013), measuring the quality of health care services using the SERQUAL model: a case study of a field hospital, Journal of Military Medicine, Volume 15, Number 4, Winter 2013, pp. 273-279

    Gholami, Ali; Nouri, Ali Asghar; Khokhjastepour, Majid; Askari, Mina; Sajadi,.

    126

     

    Source:

    Amirion, Ahmed; Dupiker, Nuruddin, Nasiri, Taha; Maskarpouramiri, Mohammad; Gholami Pasharaki, Mohammad; Karamali, Maziar; Heydari, Samia; Shukri, Mohammad; Shams, Lida, (2013), examining the gap between expectations and services provided to patients in selected military hospitals in Tehran in 2011, Journal of Military Medicine, No. 2, Series 1, pp. 1-10

    Ajam, Mehdi; Sadeghifar, Jamil; Anjam Shua, Mina; Mahmoudi, Saeed; Hanrour, Hassan; Mousavi, Seyed Maitham, (2013), measuring the quality of health care services using the SERQUAL model: a case study of a field hospital, Journal of Military Medicine, Volume 15, Number 4, Winter 2013, pp. 273-279

    Gholami, Ali; Nouri, Ali Asghar; Khokhjastepour, Majid; Askari, Mina; Sajjadi, Hassan. (2017), the gap in the quality of primary health services provided in the health-treatment centers of Neishabur city, the scientific-research bi-monthly of Shahid University, year 18, number 92, May 2019, pp. 1-11

    Syed Javadin, Seyed Reza; Khanleri, Amir; Stiri, Mehrdad, (1389), a model of evaluating the effect of service quality on the loyalty of sports service customers, Olympic Quarterly, 18th year, number 4 (consecutive 52), winter 1389, pp. 41-54

    Sajadi, Seyed Nasrallah; Mahmoudi; Ahmed; Godarzi, Mahmoud; Mizani, Mehran, (1390), comparison of the quality of services provided in public and private sports clubs (bodybuilding and physical fitness) in Tehran from the customers' point of view, Journal of Contemporary Research in Sports Management, Year 1, Number 2

    Kobariai, Ali and Roudbari, Masoud, (1384), the gap in the quality of educational services of Zahedan University of Medical Sciences: the students' view of the current and desired situation, Iranian Journal of Education in Medical Sciences, Year 5, Number 1, pp. 53- 61.

    Sayed Ameri, Mir Hossein; Bahrami, Soran; Sayadi, Mohammad Amin, (2013), investigating the relationship between service quality and customer satisfaction and loyalty of public and private indoor sports facilities in Urmia city, Journal of Applied Research in Sports Management, first year, number

    Kausi, Zahra; Rahimi, Hamed; Ghanbari, Parvin; Heydari, Lale; Behmai, Jamshid, (2013), examining the gap in the quality of educational services from the perspective of Shiraz University of Medical Sciences students in 2013, Sadra Journal of Medical Sciences, Volume 2, Number 2, pp. 161-172. (1387). The quality of primary health services from the point of view of women referring to the health centers of Bandar Abbas, Paish Quarterly, Year 7, Number 2. Ranjabr Ezzatabadi, Mohammad; Bahrami, Mohammad Amin; Zare Ahmad Abadi, Habib; Nasiri, Sohaila; Arab, Masoumeh; Hadizadeh, Farzaneh; Hatami Nesab, Seyed Hassan, (2009), analysis of the gap between the perceptions and expectations of service recipients using the SERVQUAL approach in Yazd Afshar Hospital, Yazd Health College Quarterly, No. 2 and 3, Summer and Fall 89, pp. 75-86

    Lim, P. C. & Tang, N. (2000). A study of patients' expectations and satisfaction in Singapore hospitals, International Journal of Health Care Quality Assurance, 13, 290-299.

    Kebriai Ali, Akbari Faiz Elah, Hosseini Seyed Mostafi, Pourreza Abolqasem, Aftekhar Ardbili Hassan, (2013), the gap in the quality of primary health care services provided in the health centers of Kashan city, scientific journal of Qazvin University of Medical Sciences, summer 2013; 8(2 (series 31)):82-88.

    Naibzadeh, Shahnaz; Fatahi Zarch, Mohammadjid, (2007), evaluation of service quality in police offices + 10 using SERQUAL method, Marketing Management Journal, fourth year, number 7, fall and winter 2018, pp. 136-115

    Robinson, L. (2006). "Customer Expectations of Sport Organizations", European Sport Management Quarterly, (6):67-84.

    Peter, S. & Michael, H. & Debra, H. (2000). Why do they leave, why do they stay? Perception of service quality at a new university. ANZMAC :1197-200.

    Chua, C. (2004). Perception of quality in higher education. Australia: AUQA Occasional Publication

    Dean, A. M. (1999). The Applicability of SERVQUAL in Different Health Care Environments. Health Marketing Quarterly, 16(3), 1-21.

    Rust RT, Lemon KN, Zeithaml VA. (2004). "Return on marketing: Using customer equity to focus marketing strategy". J Mark Ment Health:109-27

    Faizi, Kamran; Tatari, Saeed, (1383), improving service quality in the flights of the Islamic Republic of Iran Airlines (a survey based on the service quality model), Journal of Tourism Studies, Summer 1383, No. 5, pp. 53-86

    Dou glas, A. & Douglas J. (2006). Campus spies? Using mystery students to evaluate university performance. Education Research, 48(1):111-9

    Alvani, Seyyed Mehdi; Riahi, Behrouz, (2012), measuring the quality of services in the public sector, Tehran, Iran Industrial Research and Education Center

    Caruana A, Ewing MT.(2000). Assessment of the three column format SERVQUAL: an experimental approach. Journal of business research, 49; 57-65.

    Bodvarsson B, Gibson W A. (2002). Tipping and service quality: A reply to LYNN. The social science journal, 39:471-476.

Examining the gap in the quality of services provided and expected by the General Directorate of Sports and Youth of Kohgiluyeh province, Vivir Ahmad
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