A Study of the Relationship Between the Quality of Services and Customers’ Satisfaction with the Recreational Sport Programs with Regard to the Moderating Role of Identity

Nowadays, recreational sport courses in the universities form an important element in providing the students with sport services. The quality of such services can leave a telling effect on the social and personal life of the students and their spare time, too. The present study aims at highlighting the relationship between the quality of providing such services and students’ satisfaction with recreational sport courses with regard to the moderating role of identity in Islamic Azad University, Iran. Accordingly, 800 selected students from Islamic Azad University voluntarily responded to the questionnaire of Scale of Service Quality in Recreational Sports (SSQRS). Findings of Pearson Correlation Factor test and Z showed that when added to the quality of service provision, Identity had a meaningfully interactive effect (P<0.005), so that a higher identity feels more satisfaction. When added to the quality of interaction, too, identity had a meaningful effect (P<0.005), so that a higher identity gains more satisfaction and finally when we add it to the quality of result, identity produces a meaningfully interactive effect (P<0.005), so that a higher identity feels satisfaction. Generally, our final results prove that identity has a meaningfully moderating role in the relations between the quality of provided services, the quality of result, the quality of interaction and the felt satisfaction.