The Impact of Social Bonds in Perceived Service Quality and Satisfaction of Water Parks Tourists’ in Mashhad

Introduction: Nowadays, focus on the needs and demands of customers and establish strong Social bonds between customers and service firm among the most important activities in the context of business. Also, strive to provide better quality services in order to develop long-term relationships with customers as the main foundation activities of service organizations. Social bonds are personal ties based on liking and attachment which provide an incentive to maintain a relationship. Generally social bonds, beyond the distances and away from the place and time which can useful in any context. Considering the importance of the role of tourism in economic areas; Sport tourism known as one of the most important topics among the tourism organizations competition. The aim of this study was investigating the relationship between social bonds, quality of services provided and its relationship with tourists satisfaction of water parks of Mashhad. Methodology: In this research, a descriptive correlational design employed to analyzes each variable status with the practical approach. Conclusion: based on research, social bonds is an essential part of human communication. Businesses in the society are successful, which have good relationships in their communications with others, and exploit it for desiring to their corporate objectives. In fact, the reduction of quality of service desired and decline in tourists satisfaction from the service provided, this is due to the managers’ service organizations haven’t suitable understanding of customer needs. Therefore, any service organization to assess and improve the quality of service and satisfaction in order to retain and attract customers; they must strive to identify needs, interests and expectations of customers and to establish a strong emotional connection with their customers. Discussion and conclusion: This article study two dimensions of social bonds, security bond of attachment and Sternberg’s Triangular Theory of Love , which are two strong psychology theories; this means that how the people utilize excitement, intimacy, enthusiasm and Interests for achieving their emotional needs. Research in this field showed that the relationship between security bond of attachment and Intimacy bond of Sternberg’s Theory exists. In fact, people who have strong security bond and high intimacy bond in their relationships with others; because of consistency in maintaining the relationship, ease to express their feelings and flexibility moods; understand the quality of services provided very well and have more satisfaction from water parks complex. Therefore managers of sport water parks should consider advertising for all client, but prioritize and allocate recourses to clients which have security bond and high intimacy bond. Hence, the strong social bond among service providers and water parks tourists in Mashhad established; so, managers witnessed an increase in the perception of service quality, enhance satisfaction, business development and will ultimately improve sports tourism industry.