The relationship of business intelligence of managers in fitness club of Mashhad with the rate of customer satisfaction and loyalty
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2015, Vol 9, Issue 9
Abstract
In today’s constant changing business environment, the need for useful business information is not only essential in success of a business, but also important its survival. Considering the ineffectiveness of information management system in meeting the expectation of decision makers in the competition of recent years, the role of technologies like business intelligence became an important concept in information management systems. This culture has become institutionalized in the leading organizations and is placed at the forefront of information technology to support management's decisions. The aim of this research is to understand the relation between business intelligence of body building gym owners with customer loyalty and customer satisfaction. This is measured using Cochran's sampling method and a sample group of 60 gym owners (from a total of 150 gyms) and 473 costumers. The Cronbach's alpha coefficient rate of all questionnaires were bigger than 0.7 (0.824 for business intelligence questionnaire, 0.853 for customer satisfaction questionnaire and 0.325 for customer loyalty questionnaire) and this confirmed the consistency of questionnaires. Considering the distance of the studied variables, the Kolmogorov–Smirnov test was used to analyze the relation between business intelligence with customer loyalty and customer satisfaction. The resulted co-efficient showed that a positive and meaningful relation exist between business intelligence with customer loyalty and customer satisfaction (P?0.005). Also, the analysis of the co-efficient rates indicated a meaningful relation between strategic perspective, common fate, desire to change and performance pressure with customer satisfaction(P?0.005), but no meaningful relation was found between spirit, teamwork and co-operation and use of knowledge with customer loyalty and customer satisfaction(P?0.005). Also, analyzing the standardized coefficients showed that performance pressure, desire to change, common fate, use of knowledge, strategic perspective, teamwork and co-operation and spirit are the most influential parameters respectively.
Authors and Affiliations
Atefeh Darkooti *| MSc of Sport Management, Islamic Azad University, Mashhad Branch, Mashhad, Iran & Physical Education Teacher Of Education Office of Khorasan Razavi, email: shiva_f75@yahoo.com, Mohammad Reza Esmaeilzadeh| Assistant Professor, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Mashhad Branch, Mashhad, Iran, Hassan Fahim Davin| Assistant Professor, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Mashhad Branch, Mashhad, Iran
Keywords
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