Leila Bahrami; hossein Akbari yazdi; Marjan Saffari
Abstract
Nowadays, development of trekking and mountaineering tourism is broadly important, therefore it is highly noticeable to consider service quality to enhance tourist’s satisfaction. The aim of this study is codifying paradigm pattern of service quality in trekking and mountaineering tourism. Methods- ...
Read More
Nowadays, development of trekking and mountaineering tourism is broadly important, therefore it is highly noticeable to consider service quality to enhance tourist’s satisfaction. The aim of this study is codifying paradigm pattern of service quality in trekking and mountaineering tourism. Methods- This is an applied research and systematic method of Grounded Theory is used to achieve the goal. Data collection is obtained from theoretical bases, documentation and semi-structured interviews. Participants were 25 from professors and professional and amateur mountaineers. Results- According Strauss and Corbin (1998), the results are: 1- Casual conditions are categorized to: Legal Requirements, Environmental and Managerial Requirements, Competitive Environment, Necessity to Extend the Communication, Branding, Stakeholders’ Expectations, and Major Policies of the Country. 2- Context is categorized to: Infrastructures, Communications and Information Technology, The Facts of Trekking and Mountaineering, Planning and Human Resources Management. 3- Intervening Conditions are categorized to: Conditions of Competitors, Local Conditions, Political Conditions, Economic Conditions, Environmental conditions, Social/ Cultural Conditions, Legal Factors and Supervising them, and Attitudes of Employees, managers and stakeholders. 4- Strategies are categorized to: Sustainable Development, Informing Tourists, Improvement of Management and Processes, Development of Human Resources, Advertising and Branding, Promoting Customer-Orientation, Strengthening Interactions and Culture, Developing Infrastructures and Technology. 5- Consequences are categorized to: Economic Development, Marketing Consequences, Cultural Development and Communication Improvement, Sustainable Development in Trekking and Mountaineering Tourism, Increasing number of Tourists, and Enhancing Tourist Satisfaction. Discussion- The government should help related organizations to introduce and facilitate usage of potential places to keep environment green and safe.
Mohsen Mahmoodi; Hamid Foroughi Pour; Najaf Aghaei; Mohammad Nikravan
Volume 20, Issue 52 , September 2021, , Pages 189-204
Abstract
The study is to determine the causal relationship between market orientation and customer loyalty in terms of the mediating role of service quality in Tehran's fitness clubs. The method of this research was correlation-survey and was a type of applied research that was carried out in the field. The statistical ...
Read More
The study is to determine the causal relationship between market orientation and customer loyalty in terms of the mediating role of service quality in Tehran's fitness clubs. The method of this research was correlation-survey and was a type of applied research that was carried out in the field. The statistical population included all the people who visited the sports clubs of Tehran. According to Morgan table and random sampling, 384 people were selected as the sample of the study. Data were collected by Alper & Associates (2006), Kuw and Kwan Quality of Service Questionnaire (2006) and Dehdashti et al. Customer Loyalty Questionnaire (2012). These questionnaires were approved in terms of formal and content validity. Using the Cronbach's alpha coefficient, the reliability of the questionnaire was 0/83, the service quality questionnaire was 0/79 and customer loyalty was 0/88. To analyze the data, descriptive statistics such as table, graph, mean, standard deviation and inferential statistics of slip and elongation test, Pearson correlation coefficient and structural equation model were used.
The results showed that the customer orientation component had a direct and indirect relationship with customer loyalty through the quality of service intermediary variable. Also, this component was significant between the competitor's tendency toward customer loyalty directly and indirectly through the quality of service mediation variable. The component of the market environment was directly and indirectly related through the mediating variable of service quality with customer loyalty.
Based on the results of the structural equation model, the main model of the research was fitted out and service quality as an intermediary variable was able to mediate between market orientation and customer loyalty, which attracted the effects of market orientation and then transferred it to customer loyalty.
