Abstract

The aim of this research is to identify and analyse which variables have greatest influence on customer satisfaction at sports centres in Barcelona. Data were collected in a survey of current customers of municipal sports centres. Factorial analysis applied to this information revealed five dimensions that underlie the multiple components of the service offering at municipal sports facilities. These are quality of facilities, human resources, communication, social environment and value for money. The variables were incorporated in a multiple regression model in which the dependent variable was overall customer satisfaction. The results show that women and users over 60 rated service more positively, while the higher the education level is the more demanding the customer. Finally, a manager should first try to improve facilities, followed by communication, human resources, value for money and the social environment in that order.