Identifying the Gaps between Customer Expectations and Perceptions on Service Quality Dimensions of XYZ Fitness

Abstract

The main objectives of the study are (1) to identify the difference between customer expectations and perceptions on service quality of XYZ Fitness based on five dimensions of SERVQUAL model and (2) to determine the relative importance attributed to five dimension of SERVQUAL model. The methodology involved the compilation of a literature review and conducting both qualitative and quantitative approaches. Five dimensions of the SERVQUAL have been employed using a data of 390 members. The research data were analyzed using frequency, percentage, mean, standard deviation, reliability analysis, and paired t-test. This study found that members’ perceptions were greater than members’ expectations in staff knowledge and skills, eagerness to listen and solve the problem, and appearance at statistically significant level of .01. On the contrary, member perceptions was lower than member expectation toward equipment, design of facilities, timeliness in handling member problems, and individual attention at statistically significant level of .01. The result of this study would enable management to identify service quality dimensions that needed to be improved with the intention of enhancing their members’ satisfaction.