A Review: The Relationship between Customer Experience, Service Quality and Managers’ Innovation in Private Clubs of Sanandaj Download PDF

Introduction and objective: Focusing on customer needs means to pay attention to product quality and customer service. Any organization that tries to be customer-oriented should be able to meet consumer expectations, otherwise they will lose the competition. As customer experience leads to their revisit to private clubs and given the importance of managers’ creativity and their service quality, it is necessary to conduct such a study to investigate the relationship between managers’ creativity, service quality and customer experience in private sports clubs in Sanandaj. Methodology: This research is a correlational field study with an applied objective. The study population was all athletes of Sanandaj private clubs in 2013 (N = 900). Based on Morgan table, the number of samples for the study population was 269 subjects. After distributing 300 questionnaires among 29 private clubs, the sample size became 273 people. Descriptive and inferential statistics were used to analyze the data. The reliability was tested through Cronbach’s alpha and the values of 0.825, 0.833 and 0.90 were obtained for customer experience, service quality and managers’ creativity, respectively. Findings The results showed that the quality of services includes tangibles (14.84), reliability (19.40), accountability (15.53), and reassurance (16.20). Customer experience includes the categories of attitude (4.30), behavior (4.02), and hygiene (4). Managers’ creativity includes politics (21.24), flexibility (20.37), innovation (19.44), and generalization of details (19.96). Discussion: it can be concluded that there is a significant relationship between service quality and managers’ creativity, and service quality and customer experience but there is no significant relationship between managers’ creativity and customer experience.