International Journal of Sport Studies. Vol.

, 4 (1), 72-77, 2014

Available online at http: Publications www.ijssjournal.com
ISSN 2251-7502 2014; Science & Research

Reviewing the Effective Factors on Customer Orientation According to

the System of Quality Management (Iso-9001) on the point of view of men
and women In Sports Medicine Federation of I.R. Iran
Abdolreza Nabatchian1*, Seyyed Jafar Moosavi2, Ali Mohammad Safania3
1- Department of Sport Management, Science and Research branch, Islamic Azad University, Mazandaran, Iran.
2- Department of Physical Education and Sport Sciences, Qaemshahr Branch, Islamic Azad University
Qaemshahr, Iran
3- Department of Sport Management, Ayatollah Amoli Branch, Islamic Azad University Amol, Iran.
*Corresponding author, Email: a_nabatchian@yahoo.com
Abstract
The aim of this research was study the effective factors on customer-orientation
according to the system of quality management in IFSM on the point of view of women and
men. Statistical society of this research composed by the whole members of IFSM and 30
sports medicine Boards of that are subsets of IFSM and using from the treatment,
Rehabilitation, Nutrition consulting Psychology and training services that offers by IFSM
(N=2900000). In order to determine the content of sample used the Koran formula with %1
error based on this formula, the number of 960 samples selected in otherwise the number of
questionnaires were 1000 and distributed randomly and finally answered to the 969
questionnaire that analyzed. In order to collect data from a questionnaire based on the
International Standard ISO 9001: 2008 quality management was used. Face and content
validity of the questionnaire was determined by sport management professors. With
primary study of 15 people who answered to the questions, the stability of the questionnaire
gets by use of Cronbach's Alpha %84.The method of this research was descriptive- survey
that conducted in the form of field also, the analyzing of data performed by use of
descriptive and Inferential statistical; Kolmogorov-Smirnov tests, independent t,
Regressions analysis and Pierson's correlation coefficient. The results showed that the
satisfaction of quality services that offered by IFSM is completely different among men and
women. Moreover, there is meaningful relationship between components of customerorientation (r=0.81, P< 0.001), improvement of process (r=0.782, p<0.001) facilities
(r=0.764, p<0.001) and estimate of services (r=0.826, p<0.001) with customer satisfaction.
On the other hand, the results of region analysis showed that all 4 components are eligible
in satisfaction.
Key words: Quality of services, Management Satisfaction, Sports Medicine Federation
Of I.R. of Iran
Introduction
Satisfied customers are important factor for long-term success in any organization that high customer
satisfaction caused to the more stability and loyalty of customer so, finally it will be caused efficiency and
benefits of organization in the future (Gilbert and colleagues, 2004). Customer satisfaction is an important factor
in order to determine successful in every organization in connect with customers and their retention. Quality
management is a management approach based on customer satisfaction. That includes a centralized organization
on quality with participation of all members in order to long-term success that are customer satisfaction, benefits
of society and organization. To achieve the real customer satisfaction we need to the culture of customerorientation, centralized organization on quality with participation of all members in order to long-term that are
customer satisfaction and benefits of society we need to the culture of customer-orientation, centralized
organization on customer, the power of staff, team structure and accompany with customers and producers.

72

Intl. j. Sport Std. Vol., 4 (1), 72-77, 2014

Usually, companies investigate million dollars on methods that are determinants of customer satisfaction,
because quantitative measure of customer satisfaction help to quality measure of product on customer buying
behavior staff satisfaction is an important task for any organization if organization can response to the inside
customer needs an a result they will do their duties very good. Inside customer satisfaction is a basic condition
in order to satisfy outside customers (Fchikova, 2004) considering the customer satisfaction is the hardest duties
for sports managers. Measuring the level of customer satisfaction is not an easy and simple matter, because
many researches confirmed that satisfaction is an multidimensional concept (Alexandria and colleagues, 1999)
measuring customer perceptions from quality of services is an relative factor for explanation of the completive
level and measuring facility of or organizations (mans and colleagues, 2008) with measuring the level of
understanding of customers from the quality of services the users' experiences can be determined, consider this
matter is necessary when we have to carrying out a system for improving exploitation and effectiveness of
process also providing customer loyalty (Larsen and colleagues, 2009).
Marking International I standards usually performed by Technical ISO committee. ISO 9001 I standard in
order to help the organizations for using and performing quality management systems provided effective this I
standard talk on quality but not only on quality of product or final service, but also quality of accurate action in
all sections of an organization which will be manifested in quality of product or offered service by an
organization or in other words, in general quality of the organization that lead to the customer satisfaction ISO
9001 I standard explain that the quality of services or products not only provide via control and investigate and
only continues investigate but also quality should be provide in the production process and all sections of an
organization such ad designing section, producing, quality control, training and etc . so, for this reason quality
and make worthy on it consider as the common responsible of all staff and different sections in any
organization, competition among sports organizations lead to making difference in order to improve customer
satisfaction. The aim that reach to it has less difficulty if the customers satisfy the quality of services and this
process even if with delay will earn quality and although the measuring of sport section same as other sections is
at the official level. Also, customer satisfaction is a very important meaning for success of organizations
(Martin, 2009). Adaptation to necessities of this I standard it does not mean that any product or production
services of organization can remove needs and customers' expect ion that is sign of power of organization in
placing system of quality management that all activities and process in the system organized for providing needs
and customer satisfaction. These matters lead to high managers of organization review their actions and
processes in order to provide sure in customers wish this review. Caused that they recognize their weak points
and shortages and attempt to remove it and improve continues activities and process that produce services or
products (Riahi, 1991).
This I standard can use by inside and outside parties such as organization who confirms the power of any
organization in order to provide customer needs, obligations relates to rules that should be done on products.
Shang and Lie (2010) with doing study about the impact of online services with high quality on customer
satisfaction and loyalty confirmed that the quality of services has more impact on customer satisfaction and their
loyalty then the loyalty has valuable impact on both of them and they understand that profiting and protecting
from private bounds will have positive effect on loyalty and satisfaction in customers.
The results of (Abdolvand and Abdoli, 2007) study shows that the quality of services has effective role on
customer satisfaction. Shang and lie (2010) in a research showed that the quality of services has more impact on
customer satisfaction and loyalty; so, loyalty has valuable impact on both of them and they understand that
profiting and protecting from private bounds have positive impact on customer satisfaction and loyalty (Shang
and colleague, 2010). Novalia and colleague (2011) in a research that done on governmental and private
organizations in field of sport expressed that the quality of services offered by them were at good level and
technical factors and successful staff can earn the highest grade of measurement.
According to this matter SMFI support lots of people in the whale country and its action has direct impact on
the health of sports society. Based on the making the system of quality management in sports medicine
federation and vast consideration and focus on customer- orientation and designing also making opinion
sampling system & receiving reaction of customers includes suggestions and criticisms and etc. this capacity
also is for other sports systems till this project could do development in system of quality management and
customer- orientation in sport field. However, the aim of doing this research is study on customer- orientation
according to the system of quality management in SMFI from the point of view of men and women.

Materials and Methods

The method of research was descriptive- survey that has been done in the form of field. Statistical society in
this research include of all members of SMFI and 30 subset sports medicine Boards of SMFI that are using from
the treatment, Rehabilitation nutrition consulting psychology and training services that offers by SMFI
(N=2900000).
73

Intl. j. Sport Std. Vol., 4 (1), 72-77, 2014

This questionnaire includes 14 questions that contains of the dimension of customer- orientation (question
from 1-3), designing in improving the process (question from 4-7), facilities (question from 8-10) and measuring
services (questions from 11-14).
Scale of measuring these questions done based on liker 5 valuable spectrum and the method of giving score
was between questions 1 to 5.
Content validity was confirmed by experts and professors. With primary study on 15 samples, using
Cronbach's alpha reliability test questions 0.84 respectively.
In order to analysis of data the researchers used of descriptive indexes and statistical tests of KolmogorovSmirnov, Pierson, Regression analysis and t independent in statistical software of SPSS.
Results
From 969 samples who participated in this research, 632 people men (%65.2) and 337 people were women
(%34.8). The average age of these volunteers, the results showed. That 161 people were am any 9- 19 years old
and 442 people (%45.6) were am any 20- 29 years old, 264 people (%24.35) were am any 30- 39 years, 80
people (%15.57) were am any 40- 49 years old, 18 people (%17) am any 50 to 59 years, 4 people were am any
60 to 69 years old. Also 105 people (%10.8) had secondary education 273 people (%28.2) had diploma, 205
people had Junior college diploma, 305 people (%31.5) had bachelor's degree, 75 people (%7.7) MA and 6
people (%0.5) Ph.D. the results showed that 327 people (%33.7) graduated in physical Education fields. Among
services that offered by IFSM, treatment committee had the more services to customers with 531 people
(%54.8) and the least services to customers offered by psychology committee with 66 people (%6.8).
According to the result of Table 1, specified that distribution of data related to the variant of satisfaction is
normal.
Table 1: Results of Kolmogorov-Smirnov Test
Variable
Number
Z
Sig
Satisfaction
969
%909
0.38
According to the results of Table 2 specified that there is meaningful difference between satisfaction feeling
in women and men
Table 2: Comparison of satisfaction Average among customer's women and men
T independent
Levenes test
df
t
sig
F
Sig
Result
Groups
Number
Average
967
-2.35
0.019
0.037
%54
Equal
Men
632
2.208
Satisfaction
Variance
Women
337
2.301
Based on the results of Table 3, specified that among customer- orientation components (r=0.81, p<0.001),
improvement of process (r=0.782, p<0.001), facilities (r=0.764, p<0.001) and measurement of services
(r=0.826, p<0.001) with customer satisfaction are positive and meaningful relationship.

Variable
Correlation
sig
N

Table 3: The result of Pierson correlation index Test

CustomerImprovement
Facilities
Measurement
Orientation
of process
of services
0.81
0.782
0.764
0.826
0.001
0.001
0.001
0.001
969
969
969
969

According to the Table 4, the amount of the Watson Test was 1.79 that confirmed Region test also,
Histogram graph showed 2.1 average and deviation variant %99 that lead to Regression test to be confirmed.

Model
1

Table 4: the result of Watson test in order to lack of dependency in errors

R square
R alignment
Error of index
Sig
root
square root
%947
%946
0.135
0.001

According to the result of Table 5, there is meaningful relationship among variant. (p<0.01)

74

DurbinWatson
1.79

Intl. j. Sport Std. Vol., 4 (1), 72-77, 2014

F
42.88

Table 5: meaningful test of Regression equation

Total of
Degree of
Average of
square root
freedom
Square root
0.001
313.504
4
78.37
17.67
964
0.018
Sig

331.174

968

Regression
Rest sum
total

According to the Table 6 the result of Regression equation shows that the customer- orientation components,
improvement of process, facility and measuring services are suitable for satisfaction. 80, according to the
amount of t and meaningful level, the hypothesis of equality between indexes with o rejected, and should keep
mentioned B indexes in Regression equation.

Customerorientation
Improvemen
t of process

Table 6: Multiple liner regression

Unstandardized
Standardized
Coefficients
Coefficients
B
Std.Error
Beta
0.111
0.017
-

Sig

6.57

0.001

0.065

0.002

0.336

33.31

0.001

0.055
0.002
0.002

0.003
0.7
0.74

0.214
0.28
0.354

20.44
29.07
35.07

0.001
0.001
0.001

Discussion and Conclusion

The results of analysis of data relating to current surveys hypotheses show that there is meaningful
correlation between satisfaction of female and male customers in the Sports Medicine Federation of the Islamic
Republic of Iran (SMFIRI): The level of satisfaction among female customers was higher.
This finding is in contradiction with outcome of research by (Rostami, 2007). The reason of contradiction
might perhaps be related to different statistical population and subsequently different beliefs and attitudes. On
the other hand, (Aftinoos et al., 2006) came to the conclusion that there is significant difference between
satisfaction of men and women in terms of service quality. The finding reveals that the SMFIRI services had
been more appealing to women to the extent that attracted their satisfaction with the services of the SMFIRI
more. In this concern, it is suggested to the SMFIRI management to pay further attention to the female
customers, while taking measures to guarantee appropriate level of satisfaction among the male ones. This way,
the SMFIRI would be able to achieve its goals in relation to both men and women in the best possible manner
than the past.
Outcome of the analysis of the data obtained out of the research hypotheses showed that there is positive and
significant correlation between customer centeredness and satisfaction of the customers. (r=0.81 P0.001),
going well with outcome of research by (Cronen, 2000).
Also outcome of the analysis of regression showed that customer centeredness has the qualification to
predict satisfaction. The finding means that the more appropriate is the SMFIRI staff approach towards the
customers, the higher would be the level of the customer satisfaction. In this line, the outcome of survey by
(Kalabog et al., 2008) showed that the most important factor of satisfaction among individuals is managerial
methods and facilities. Concerning the point, the SMFIRI top management should be assured that quality goals,
including the ones aimed at meeting requirements or demands related to the SMFIRI essential products and
services are well clarified in the intra-organizational sectors and levels. They should be careful that quality goals
are measurable and tightly concord with the quality guidelines. On the other hand, the responsibilities and
authorities of staff in different SMFIRI sectors should be well defined and distinguished and the staff should be
well informed of their authority and duties. So doing, the customers referring to the SMIFIRI would know to
what section they should refer in proportion to their need and received related services. While getting satisfied
with the SMFIRI, the individuals would persuade others to refer to the body, thus raising number of the
customers in turn. With regards to the customer centeredness (Ndubisi, 2007) believed that having the required
knowledge of building relation with the customer as well as necessary psychological and sociological
information would play a determining role in customer centeredness. To this effect, confidence in growing
awareness of customer demands, which would in turn build up level of customer satisfaction in entire part of the
75

Intl. j. Sport Std. Vol., 4 (1), 72-77, 2014

organization, is necessary. Furthermore, constant submission of report to top echelon of SMFIRI management
by the staff would make managers more successful in their planning policies.
The outcome of the research shows that there is positive and significant relation between procedural
improvement and satisfaction (r=0.782, P 0.001). Also, outcome of regression analysis showed procedural
improvement has the qualification to predict satisfaction. In this line, the SMFIRI should plan and pursue
manufacturing product or providing services. Planning production or services should go with requirements of
the quality management system procedures. Also the activities needed for confirmation, verification, reliability,
measurement, inspection and testing of the product or service as well as the criteria of their acceptance should
be fulfilled in the best possible manner. According to (Hartlin, 2003) the logistic services or education would
bring about more efficiency, facilitating its usage. Also, Woolf, 2008 suggested that organizations can show
them different with the rivals and win customer satisfaction by attending to demands of customers and providing
logistics services, while gaining access and preserving advantages of competition in the market. The SMFIRI
should reconsider the requirements or demands relating to product or service. The reform should precede any
commitment by the SMFIRI to procure product or service for the customer.
The finding of the survey showed there is positive and significant relation between facilities and customer
satisfaction (r=0.764, P0.001), well being in concordance with outcome of research by (Pedragosa and Correia,
2009; Yushida, 2010).
On the other hand, regression analysis research revealed that the variable of facilities had the capability to
predict customer satisfaction.
Regarding the results, it would be necessary for the SMFIRI to build and guarantee necessary infrastructure
to gain access to concordance with the requirements or demands of the product or service. To this end, (Lee et
al., 2010) concluded that an organizations facilities and equipment leaves positive and significant effect on
customer satisfaction. Also, (Green Well, 2002) showed that customer awareness of physical facilities is to
some extent related to their satisfaction. The SMFIRI is suggested to raise its facilities in all the areas to which a
customer may need, thus preparing the ground for their satisfaction. The infrastructure and facilities envisaged
by the International Standard of the ISO 9001 Quality Management are as follows: Buildings, the work place
and side facilities, the procedure equipment (both hardware and software) and logistic services (like
transportation, communication or information systems).
The outcome showed that there is positive and significant relation between service assessment and customer
satisfaction (r=0.826, P0.001), going well with outcome of research by (Abdolvand and Abdoli ,2007;
Alexandris, 2004; Sheng and Lieu, 2010; Alberto, 2012; Chen et al., 2011). To this end, the demands specified
by the customers, including the demands for delivery and activities following delivery, which include measures
falling within framework of provisions of the warrantee license, commitments pertinent to contract such as
service maintenance and supplementary services such as recycling or final left over, should be taken into
consideration. Furthermore, in this connection, the demands the customer does not mention should be made well
clear or taken into consideration. It is necessary to heed the demands in case they are clear. Alexandris (2004)
noted that increase in service quality directly affects satisfaction and maintenance of customers. In a research,
(Sheng and Lieu, 2010) concluded that quality of services has positive and significant impact on customer
satisfaction. Finally, the SMFIRI should have careful evaluation of the services it offers and the customers in
turn should understand the SMFIRI measure, thus leading to further customer satisfaction.

References
Abdolvand M.A, Abdoli K, 2007. Reviewing the effective factors on customer loyalty of Tejarat Bank, Islamic
Azad University, branch of Scientific and Research Dept. of Tehran; No. 5.
Gohar Rostami H, 2007. Reviewing the customer satisfaction in Private and Governmental Bodybuilding Clubs
of Tehran. Thesis of Modares M.A, Education University.
Riyahi B, 1994. General quality management in public Dept. Training Institute of Education & Research of
Developing organization- No.1.
Alberto N, Alberto GC, Jos APT, Romn N, 2012. Perceived Service Quality, Perceived Value and Satisfaction
in Groups of Users of Sports Organizations in Spain, kinesiology 4, 1:94-103,Orginal scientific paperUCD:769.062:796.056:159.938(460).
Alexandris K, Zahariadis P, Tsorbatzoudis C, Grouios G, 2004. An Empirical Investigation into the Role of the
Outcome Dimension in Measuring Perceived Service Quality in a Health Club Context. International
Journal of Sport Management, 5, 281-294.
Alexandris K, Zahariadis P, Tsorbatzoudis C, Grouios G, 2004. An Empirical Investigation into the Role of the
Outcome Dimension in Measuring Perceived Service Quality in a Health Club Context. International
Journal of Sport Management, 5, 281-294.
76

Intl. j. Sport Std. Vol., 4 (1), 72-77, 2014

Chen CM, Lee H.T, Chen .H, Huang T.H, 2011. Tourist behavioral intention to service quality and customer
satisfaction in kinmen National Park . Taiwan international Journal of Tourism Research, 13,416-432.
Cronin J, Brady M, Hult T, 2000. Assessing the Effects of Quality, Value, and Customer Satisfaction on
Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76 (2), 193-218.
Feikov I, 2004. An index method for measurement of customersatisfaction, The TQM Magazine, Volume 16,
Number1, pp. 57-66.
Gilbert R, Veloutsou C, Goode M, Moutinho L, 2004. Measuring customer satisfaction in the fast food industry:
a cross-nationalapproach, Journal of Services Marketing, Volume: 18, Number 5.
Green Well T.C, Fink J, Pastore D, 2002. Assessing the influence of the physical sports facility on costomer
satisfaction within the context of the service experience .Sport Management Review, 5,129-148.
Larson S, Larson BV, and Steinman RB, 2009. Driving NFL fan satisfaction and return intentions with
concession servicequality. Services Marketing Quarterly, 30(4), 418-428.
Lee J.H, Kim H.D, Ko Y.J, Sagas M, 2010. The influence of service quality on satisfaction and intention: A
gender segmentation strategy. Sport Management Review in Press.
Maas M.A, Jimnez G, Muyor J.M, Martnez V, Moliner C.P, 2008. Tangibles as predictors of
customersatisfaction in sports services.Psicothema, 20(2), 243-248.
Martin D.S, 2009. Scale development and testing: A new measure of cognitive satisfaction in sportstourism.
Event Management, 14(1), 1-15.
Nelson Oly, 2007. Relationship quality antecedents : the Malaysian retail banking perspective, International
Journal of quality and Reliability management, Vol.24 , No.8, PP.829-845.
Pedragosa V, Correia A, 2009. Expectations satisfaction and loyalty in health and fitness clubs international
Journal of sport management and Marketing Vole 5.No 4 PP450-464.
Sheng T, Liu C.H, 2010. An empirical study on the effect of E-service quality on online customer satisfaction
and loyalty. www.emeraldinsight.com/2040-8749.htm.
Woolf J, 2008. Competitive advantage in his health and fitness industry: developing service bundles Sport
management review, 11:51-75.

77