Document Type : Original Article
Department of Sport Managment, Kharazmi University, Tehran, Iran.
Department of Sport Management and Motion Behavior, Kharazmi University, Tehran, Iran.
Today, many sports complexes require loyal and regular customers to survive, so arrangements must be made to allow emotional satisfaction and enthusiasm and passion for individuals to re-enter the complexes. The purpose of this study was to investigate the role of service quality and organizational image in emotional satisfaction and loyalty of customers in Tehran sports complexes. In terms of its purpose, the study was applied and in terms of method, it was a descriptive survey. The statistical population comprised all male and female customers of sports complexes (Yas, Shahid Boroujerdi, Fadak, and Shohada) in Tehran, and the sample size included 204 individuals who were selected based on availability voluntary sampling using Barkley et al.’s model. To collect data, Ladhari’s (2009) emotional satisfaction questionnaire, Nguyen et al.’s (2001) organizational image questionnaire, Ladhari’s customer loyalty questionnaire and Ladhari et al.’s (2011) service quality questionnaire, were used. The questionnaires were distributed in person among 487 people and among the received answers 204 questionnaires were acceptable. In order to investigate the construct validity of the questionnaire, a confirmatory factor analysis, and for its reliability, Cronbach's alpha coefficient formula were used. Also, to analyze the data, structural equation modeling and SPSS and SMART PLS software were used. The findings of the research showed that the service quality had a significant effect on the organizational image, and the service quality and organizational image variables had a positive and significant effect on the customer satisfaction and loyalty. Also, the service quality and organizational image had a great effect on the customer loyalty.