The role of satisfaction in the customers ‘further participation at billiard clubs in mashhad

Background: The present research studies the role of satisfaction in the loyalty of customers at billiard clubs in Mashhad from the customers' viewpoint. Materials and Methods: The research was carried out in a descriptive and correlative field method. The statistical population included about 2000 customers of billiard clubs in Mashhad who had at least 6 months of membership. This research uses a cluster random sampling and the billiard clubs were randomly selected. Using the Morgan table, the sample size was determined 322 people. After distributing the questionnaires,collecting them and discarding the corrupt ones, the statistical analysis was performed on 273 questionnaires. The thesis of Dr. Yi-Chin Liu (2008) was used to gather the data and it was submitted to 9 professors of sports management to assess its validity. The reliability of instrument was measured through the Cronbach's alpha (α=0.92). Results and Discussions: The results showed that there is a positive and significantrelation between the customer satisfaction and loyalty (P<.001). The results of the regression suggest that the component of appearance is the most powerful among othersatisfaction components. Conclusion: The results showed that from the customers’ point of view, their most important demands and expectations were as follows: good sanitation at the club, timely repair of broken equipment, favorable social atmosphere and nice interior design.

The role of satisfaction in the customers ‘further participation at billiard clubs in mashhad Keywords:

satisfaction , loyalty , billiard club , customer