Dursun Katkat
Pakistan Journal of Medical & Health Sciences




2185



ABSTRACT

Background: Which was developed to determine the behaviors of loyalty, its sub-dimensions and their levels in people who receive services from the sports industry, will provide guidance to managers of sports centers for service provision, while increasing the awareness of the customers to shape their demands.

Aim: The aim of the study is to develop a scale to determine the customer loyalty levels of customers receiving service from sports centers serving in the public or private sector.

Methods: The research was designed as an original study in the general screening model.

Results: KMO= 0.784 and Barlett test χ2 = 6235,211 (p <.001) were conducted to test the suitability of the data for factor analysis. It was determined that the item factor loads of the scale ranged between 0.35 and 0.82. As a result of the exploratory factor analysis, a structure with 40 items and three factors that explained 67.12% of the total variance was obtained. It was concluded that the correlation values (.191- .311) between the sub-dimensions were appropriate, and the fit indices of the scale were significant (X2=726,66 sd=408, p=.00, X2/sd=1.78).

Conclusion: In the light of the analyses made and the findings obtained, it was concluded that the CLSSC is a valid and reliable scale that can determine the level of customer loyalty among receiving service from sports centers.

Keywords: sports industry, sports marketing, customer loyalty, sports center, scale



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