THE RELATIONSHIP BETWEEN SERVICE QUALITY DIMENSIONS OF PRESTIGIOUS FOREIGN BRANDS BASED ON SARUMAN FROM THE CUSTOMER PERSPECTIVE IN IRAN

The study of the quality of services results arises from the difference between the services provided and quality services. The purpose of this study is to investigate the relationship between the dimensions of service quality from the customer perspective in Iranian foreign sports brands based on Saruman. The research method is correlation and it was practical purpose. The population of this research is international sports brands to customers that their number was not specified and researcher on the basis of samples available for each of 60 brands selected a total sample of 320 people. Instrument, the questionnaire was Saruman service quality dimensions that internal reliability of the study.??????????? Statistical methods included descriptive statistics and inferential statistics (KS, Pearson, Friedman ranking and stepwise regression). The results showed that: there is a significant relationship between five dimensions of quality of services provided. Minimum and maximum gap of five foreign sports brands (Adidas, Puma, Nike, Reebok and Fila) was obtained. The customer service was ranked first, component reliability indicated the rating results in optimal service quality, and empathy was ranked first. Finally, the two operating reliability and guaranteed in international sports brands have been able to have the highest estimated and the nature of the other three is a non-issue.?AbstractArticle visualizations: