Sevi Avourdiadou

ABSTRACT Researchers suggest that as consumption progresses, consumers’ needs change. However, previous studies have shown few insights into the effect of service quality and satisfaction on customer loyalty across different consumption stages. This study examines the impact of service quality and satisfaction on customer loyalty among novice and experienced customers in the context of sports and fitness centres. Altogether, 426 customers of a public sports and fitness centre in Greece participated in the study. The results indicate that service quality consistently affects overall satisfaction across both customer groups; service quality is a major driver of loyalty only for novice customers, while overall satisfaction is a major driver of customers’ future behaviours; however, its impact is significantly greater among experienced customers. These findings contribute positively to our understanding of how service quality and satisfaction are developed and influence customer retention in different consumption stages. The practical implications and limitations of this study are also discussed.

Perceived Constraints on Recreational Skiing Participation. Differences
in the Perception of Constraints among Different Demographic Groups
and the Participation Frequency.
Sevastia Avourdiadou, Konstantinos Alexandris and
1
Charilaos Kouthouris
Department of Physical Education and Sports Science
Aristotle University of Thessaloniki, Hellas
1
Department of Physical Education and Sports Science
University of Thessaly, Trikala, Hellas
Abstract
The present study aimed to investigate constraints on recreational skiing participation, as
perceived by a sample of Greek skiers and possible differences in the perceptions of
constraints among different demographic groups and the participation frequency. Three
hundred and one (N=301) recreational skiers (65.1% males and 34.9% females)
participated in the study. A scale of the questioner developed by Alexandris and Carroll
(1997a) was used. For the statistical analysis, SPSS for Windows (12.0) was used
(frequencies, reliability analysis, one- way ANOVA and t-test). Six constraint
dimensions were revealed: lack of interest, individual / psychological, lack of partners,
facilities / services, financial / accessibility and lack of time. Furthermore, the results
revealed statistical significant differences between a) males and females in the individual
/ psychological dimension (t=2.67, p<.01) and lack of time (t=-2.17, p<.05) b) education
at groups in the lack of interest (F=2.87, p<.05) and c) participation frequency for groups
in all the dimensions (p<.001). The results of the study supported that different groups of
skiers must be confronted by different communication ways from ski resorts managers
and according to theirs particular demographic characteristics.
Key words: perceived constraints, recreational ski, demographic characteristics,
participation frequency.

The majority of studies, from what is known to date, have focused on the effect of the service quality
dimensions in overal satisfaction not dynamic but in a cros sectional way, without highlighting the
contribution of their experience level. Latest research in services, suport that, the neds and customer’s
perceptions change over time depending on their experience level. The present study examines the
relationship betwen thre specifc service quality dimensions with overal satisfaction among novice and
experienced participants in the field of SfA (Sport for Al) programs. In total, there were 478 men and
women participants from SfA programs ofered by two adjacent Municipalites in Northern Grece.
Acording to their participation time in specific programs, 16 of them were clasified as novice and 296 as
experienced, while the results of the survey found statisticaly significant diferences betwen the two
groups only in one dimension, the outcome quality. Based on the above, the curent study contributes
positively to the understanding of the diferent relationship of thre specific service quality dimensions
with overal satisfaction, betwen participants of diferent experience levels.
Key words: Service quality, satisfaction, experience, Sport for Al programs (SfA).