دور جودة الخدمة في تحسين الصورة الذهنية لدى المستفيدين بنادى العاملين بكلية التربية الرياضية للبنين جامعة الاسكندرية

Abstract EN

The mental image is the total self-impressions of the masses about the institution, which are intangible mental impressions that differ from one individual to another, and they are the feelings that the institution creates among the masses by the effect of its products, its dealings with the masses, its relations with society, its social investments and its administrative appearance, and these impressions merge The individuality and unites to form the overall mental image of the organization, and the quality of service is considered as the criterion for the degree to which actual performance matches the expectations of customers for this service on an ongoing basis, which ensures permanent satisfaction of the beneficiaries and achieves the organization a competitive advantage over others and this is based on the characteristics derived from this service.

This study aims to identify the role of service quality in improving the mental image of the beneficiaries of the Faculty of Physical Education for Boys Club of Alexandria University And that is through identifying the dimensions of service quality, the mental image of the beneficiaries, the relationship between the dimensions of service quality and the mental image.

The study was applied to a random sample of (151) beneficiaries at the Faculty of Physical Education Club of Alexandria University.

The researchers used the descriptive method in the survey method, due to its relevance to the nature of the study.

A questionnaire form designed by the two researchers was used as a main tool in data collection.

Appropriate statistical treatments were used, and the most important results were that there is an exponential correlation between the quality of the service provided with the mental image of the beneficiaries, and the relative importance of the service quality dimensions and their impact on improving the mental image came in the following order (service quality, empathy dimension - service quality, response dimension - service quality Dimension of security - quality of service (dimension of reliability - quality of service) tangible dimension).