The effect of aesthetic factors and service quality on perceived value of loyalty and customer satisfaction (Case study of Kermanshah pools)

Introduction: Today, organizations should develop their activities by keeping service recipients satisfied so that they can maintain their advantages in competitive environments and not lag behind other competitors. In recent years, paying attention to the needs of customers and responding to them, both in the production sector and in the service sector, is one of the most important and necessary tasks or goals of organizations (Omar and Simon, 2018). In recent years, modern designs and digital techniques that are consciously used in architecture have contributed to the positive effects of the aesthetic aspects of architecture and have brought passion and heartwarming feeling to the exterior. And the indoor spaces have given places and sports spaces (Majidi et al, 2018). The beauty of an environment, like improving the service quality of sports venues, increases the tendency of people to that place to continue their activity and customer loyalty (Morten, 2018). Improving the beauty of the environment makes it possible to use it as a competitive tool. The beauty of an environment increases the tendency of people to that place for physical activity and exercise, attracting people to exercise and physical activity in outdoor environments and open spaces is a clear and obvious thing (Sallis, 2019).During their studies, (Cleland et al, 2018) reached the conclusion that the aesthetics and attractiveness of the environment can affect people's health behavior and there is a positive relationship between people's tendency towards sports activities in their free time and environmental variables such as aesthetics. Studies show that in the last two decades, interest in the quality of service has also been drawn to the sports industry, so that today, the quality of service is considered one of the main criteria for measuring competition in the organization. Therefore, sports organizations know that providing quality services to customers is necessary for success and is the key to survival in today's competitive environment (Ko and Pastor, 2017). On the other hand, it should be noted that only the existence of facilities for exercising is not enough; In the design of sports facilities, in addition to technical aspects, aesthetic aspects should also be considered, there is an urgent need to create new design methods to make sports centers more effective and attractive due to changing attitudes, desires and desires. Customers have become more important. Methodology: Considering that the effect of aesthetic factors and service quality on the perceived value of customer loyalty and satisfaction was studied in the present study, therefore, the present study was descriptive of the correlation type. The collection of sources is by library method and in terms of information collection, it is a field questionnaire. The statistical population of this research was the customers of 28 private and public swimming pools in the province. The sampling method used to select random customers was simple. In this research, the number of samples was estimated between 136-680 according to the number of questions in the questionnaires (68), with an estimate of at least 2 times and at most 10 times the number of questions; After distributing the questionnaires, 274 questionnaires were returned. In order to investigate the aesthetic dimensions of sports pools, Soleimani's questionnaire (2013) was used. In this research, the standard questionnaire for measuring the service quality of sports centers of Liu (2008) was used after adjusting and adapting it to the pool environment and cultural conditions of the country to collect information. In order to check the level of customer loyalty to sports pools, Lim's (2006) loyalty questionnaire with a five-point Likert scale was used. In order to check the perceived value of customers to sports pools, Kim et al.'s (2009) questionnaire was used with a five-point Likert scale. Victor's questionnaire (2002) was used to check the level of customer satisfaction with sports pools. The face and content validity was confirmed by asking the opinion of 8 people from the relevant satid. In order to analyze the data, structural equation technique was used using Amos statistical software and Spss statistical software. Findings: The results of the Pearson correlation coefficient indicate that there is a positive and significant relationship between all research variables; The highest correlation is related to service quality variables and customer satisfaction, and the lowest correlation is related to aesthetic variables and customer loyalty, which is significant at the 0.05 level. The aesthetic variable has a significant effect on perceived value and customer loyalty, and a weak indirect effect was observed between aesthetics and service quality with customer loyalty. Also, the direct effect of service quality on loyalty, service quality on perceived value, perceived value on customer satisfaction, and customer satisfaction on loyalty were positive and significant, but no indirect effect was observed between these variables. It should be noted that according to the research model, 33 % of customer loyalty variances by aesthetic variables, quality of service, customer satisfaction and perceived value, 42 % of customer satisfaction variance by perceived value and 17 % of perceived value by quality Services and cognitive aesthetics can be explained. Discussion and conclusion: The main purpose of the present study was to investigate the effect of aesthetic factors and service quality on the perceived value of loyalty and customer satisfaction of swimming pools in Kermanshah province. In the current study, the total effect is equal to the direct effect of most variables, because no significant indirect effect was observed between the variables. In examining the hypotheses, the research results showed that service quality has a direct and significant effect on customer loyalty. As a result, as the quality of the perceived service increases, the level of customer loyalty also increases. The results of the research showed that aesthetic factors have a direct and significant effect on customer loyalty. The results of the research showed that perceived value has a direct and significant effect on customer loyalty. That is, the more customers receive and feel more value, the more their loyalty increases. The results of the research showed that service quality has a direct and significant effect on the perceived value of customers. The customer feels that he has received a good service that is valuable for him. The results of the research showed that perceived value has a direct and significant effect on customer satisfaction. In other words, higher perceived value can lead to greater customer satisfaction. Also, the results showed that satisfaction has a direct and significant effect on customer loyalty. The results showed that aesthetic factors have a direct and significant effect on the perceived value of customers. Therefore, paying attention to factors such as the environment around water sports complexes, using works of art in the outdoor space, the beauty of the indoor space of the sports pool and inspiration from natural attractions, the external shape of the pool inspired by geometric shapes and a large and wide space. Instead of a limited space, the sports pool is one of the criteria of the customers of these complexes, which has increased the perceived value level of the customers. Due to the changing attitude of customers regarding the use of luxurious and well-equipped sports spaces with new architectural style, as well as the creation of complementary spaces for swimming pools such as: massage room, Solardome (artificial sun), gym, coffee shop, etc. Providing quality services to customers, respecting customers and asking them for their opinions about the services provided, should be scientifically investigated in order to make customers return and create loyalty in them. These factors should be evaluated at least monthly, and if customers There is a need to provide better and newer services, according to the available facilities and the available space for their opinions to be provided so that their loyalty is maintained and improved and the customers act as pool advertisers and attract new customers unconsciously.