Spor Fitness İşletmelerinde Markalaşma Beklentileri
DOI:
https://doi.org/10.70736/spjses.317Anahtar Kelimeler:
Hizmet kalitesi, kurumsal kimlik, müşteri bağlılığı, spor tüketici davranışıÖzet
Bu çalışma, spor fitness merkezlerinde markalaşma beklentilerini belirlemek amacıyla yapılmıştır. Spor fitness merkezleri özellikle sağlıklı yaşam kavramının yayılması ile dünyada hızla tercih edilen bir sektör haline gelmiştir. Çalışma için bazı demografik sorular ve markalaşmanın tercih sebepleri hakkında anket soruları hazırlanmıştır. Çalışmada hazırlanan anket formu Google Forms üzerinden spor fitness merkezi üyesi olmuş ve halen üye olan kişilere uygulanmıştır. Çalışmaya farklı yaş, cinsiyet ve meslek gruplarından (n=134) kişi katılmıştır. Elde edilen çalışma verilerinin frekans, yüzdelik dağılımları ve demografik bilgiler ile markalaşma tercihlerini ilgilendiren sorular arasında ki-kare anlamlı ilişki durumlarına bakılmıştır. Çalışmaya katılanların (%57.5) erkek ve (%42.5) kadın, (%81) üniversite mezunu veya öğrenim devam ediyor, (%77.6) bir spor branşı ile ilgilendiklerini, (%38.1) sağlıklı yaşam/fit olmak, (%33.6) vücut geliştirmek, (%14.2) kilo vermek (yağ kütlesi) ve (%14.2) kilo alma (kas kütlesi) amacıyla spor fitness merkezlerine gittiklerini belirtmişlerdir. Katılımcıların (%67.9) marka değeri kazanmış spor fitness merkezine üye olmak istediklerini, (%63.4) merkezin kaliteli hizmet sunacağına inandıklarını ve (%63.4) müşteri bağlılığının aratacağına inandıkları saptanmıştır. Katılımcıların cinsiyet durumuna göre marka değeri kazanmış spor fitness merkezi kaliteli hizmet sunar algılarında yapılan ki-kare analizinde ve eğitim durumuna göre marka değeri kazanmış spor fitness merkezlerine müşteri bağlılığı algılarında anlamlı ilişki bulunmaktadır (p<.05). Çalışma sonucuna göre katılımcıların spor fitness merkezlerinden markalaşma beklentileri bulunmaktadır. Katılımcılarda, markalaşma ile kaliteli hizmet alma, merkezin kurumsal kimliğinin artması, doğru fiyat politikası, şubeleşme ile yaygın spor hizmeti alacakları beklentisi artmaktadır.
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