Fitness Hizmetlerinde Değeri Birlikte Yaratmanın Öncülü ve Sonuçları Üzerine Bir Araştırma

Yazarlar

DOI:

https://doi.org/10.63556/tisej.2025.1629

Anahtar Kelimeler:

Değerin Birlikte Yaratımı- öz-yeterlik- Müşteri Sadakati- Yaşam Doyumu- Fitness Hizmetleri

Özet

Günümüzde müşteriler hizmetlerin hem üreticisi hem de tüketicisi olarak görülmekte; hizmet sürecine katılımları hem işletmeler hem de müşteriler için önemli değer yaratmaktadır. Fitness merkezlerinde bu katılım, üyelerin öz-yeterliğinden etkilenen sorumlu davranış, savunuculuk ve yardımcı olma davranışları şeklinde ortaya çıkmaktadır. Bu çalışma, fitness hizmeti kullanıcıları arasında değeri birlikte yaratma davranışlarının öncülünü ve sonuçlarını incelemiştir. Öz-yeterlik öncül değişken olarak ele alınırken, müşteri sadakati, spor yaşam memnuniyeti ve yaşam doyumu sonuç değişkenleri olarak modellenmiştir. Veriler, amaçlı örnekleme ile seçilen ve en az bir aylık deneyime sahip İstanbul, Ankara, İzmir ve Eskişehir’deki 384 fitness merkezi üyesinden anket yoluyla toplanmış; yapısal eşitlik modellemesi ile analiz edilmiştir. Bulgular, öz-yeterliğin sorumlu davranış, savunuculuk ve yardımcı olma davranışlarını desteklediğini göstermiştir. Savunuculuk müşteri sadakatini anlamlı biçimde artırırken, üç davranışın tamamı spor yaşam memnuniyeti ve yaşam doyumunu artırmıştır. Spor yaşam memnuniyeti ayrıca yaşam doyumunu ve sadakati daha da yükseltmiştir. Sonuçlar, müşteri katılımının yalnızca ekonomik çıktılara değil, bireysel iyilik hâline de katkı sunduğunu ve fitness hizmetlerinde birlikte değer yaratmanın çok boyutlu niteliğini vurgulamaktadır.

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Yayınlanmış

20-12-2025

Nasıl Atıf Yapılır

GÜMÜŞ, C., & AKSOY, R. (2025). Fitness Hizmetlerinde Değeri Birlikte Yaratmanın Öncülü ve Sonuçları Üzerine Bir Araştırma. Üçüncü Sektör Sosyal Ekonomi Dergisi, 60(4), 4305–4329. https://doi.org/10.63556/tisej.2025.1629

Sayı

Bölüm

Araştırma Makalesi