ASSESSMENT OF EXPECTATIONS AND PERCEPTIONS OF SPORT BUSINESS CUSTOMERS FOR SERVICE QUALITY: A STUDY OF SPORT BUSINESS SECTOR IN SIVAS, TURKEY
Sports businesses are the institutions providing different sport activities and services to shape people's social lives and to meet their different needs and demands. The customers purchase again if they are satisfied, so, the quality of service, products and activities are vital for the business. Therefore, it must be determined how the service quality perceived by the customer and what criteria are used by the customer in evaluating the performance of the business. It was aimed to examine the expectations and perceptions of sport business customers in Sivas province for service quality. SQAS (Service Quality Assessment Scale) instrument, which was developed by Lam et al., (2005), to measure the service quality of Fitness Centers, was used as a means to collect data. The data used in the research were obtained from the customers (n=316) of 10 sport businesses in Sivas province. The results indicate that the expectations of the customers of sport businesses in Sivas province are not met completely.
Keywords: Sport businesses, service quality, perception, expectation.