Examining the Effect of Service Quality on Customer Loyalty: The Fitness Center Context in Mid Northeastern Provincial Cluster
Article Sidebar
Main Article Content
บทคัดย่อ
This research aims to study the perceived service quality in the fitness center and how it affects customer loyalty, using perceived value and satisfaction as intermediate variables. The results show that the perceived service quality in the fitness center does affect perceived value and satisfaction. Perceived value has a positive influence on satisfaction and loyalty. Satisfaction has a positive influence on loyalty, although service quality does not have a significant direct influence on it. The research findings are beneficial for entrepreneurs in fitness centers who want to increase customer loyalty. Service providers need to ensure their service quality to meet consumer expectations. If service providers want consumers to be loyal, they need to create perceived value and satisfaction.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Afthinos, Y., Theodorakis, N. D., & Howat, G. (2017). How do perceptions of other customers affect satisfaction and loyalty in public aquatic centres?. Managing Sport & Leisure, 22(6), 428–441.
Agarwal, R. & Dhingra, S. (2023). Factors influencing cloud service quality and their relationship with customer satisfaction and loyalty. Heliyon, 9(4), e15177.
Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U.Y., Sufi, T. & Mostofa, M.G. (2023), The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), 519-539.
Alam, M.M.D. and Noor, N.A.M. (2020). The relationship between service quality, corporate image, and customer loyalty of generation Y: an application of S-O-R paradigm in the context of superstores in Bangladesh. SAGE Open, 10(2), 1–19.
Asnawi, A., Awang, Z., Afthanorhan, A., Mohamad, M & Karim, F. (2019). The influence of hospital image and service quality on patients’ satisfaction and loyalty. Management Science Letters, 9(6), 911-920.
Biscaia, R., Yoshida, M., & Kim, Y. (2023). Service quality and its effects on consumer outcomes: a meta-analytic review in spectator sport. European Sport Management Quarterly, 23(3), 897-921.
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278-302.
Chang, C.-H., Robinson, L., Shu, S.-T. & Ma, S.-C. (2019). Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship. International Journal of Sports Marketing and Sponsorship, 20(4), 634-645.
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Loranca-Valle, C. (2021). Sustainable management of sports federations: the indirect effects of perceived service on member’s loyalty. Sustainability, 13(2), 458.
Dabholkar, P.A., Thorpe, D.I. & Rentz, J.O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
Dam, S.M. & Dam, T.C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593.
Dileep, K.M., Govindarajo, N.S. & Khen, M.H.S. (2020). Effect of service quality on visitor satisfaction, destination image and destination loyalty – practical, theoretical and policy implications to avitourism. International Journal of Culture, Tourism and Hospitality Research, 14(1), 83-101.
Economic Intelligence Center. (2017, 13 March). Fitness shapes up as new Asian growth industry. https://www.scbeic.com/th/detail/product/4071.
Ferreira-Barbosa, H., Sabino, B., Loureiro, V., & Cepeda-Carrion, G. (2024). Perceived value, service quality and service convenience on behavioral intentions in fitness centers: a comparison between customers with and without personal training. International Journal of Sports Marketing and Sponsorship. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJSMS-09-2024-0226
Foroughi, B., Iranmanesh, M., Gholipour, H.F. & Hyun, S.S. (2019). Examining relationships among process quality, outcome quality, delight, satisfaction and behavioural intentions in fitness centres in Malaysia. International Journal of Sports Marketing and Sponsorship, 20(3), 374-389.
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B. & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers, Sport Management Review, 21(3), 250-262.
Ghadiri, M., Fahiminezhad, A., Bagheri, H., & Tayebi, S. M. (2021). Market-retention in fitness centers: Identifying and ranking the factors affecting customer retention. Journal of New Studies in Sport Management, 2(1), 95-110.
Giao, H. N. K., & Vuong, B. N. (2021). The impact of service quality on passenger loyalty and the mediating roles of relationship quality: A study of domestic flights with Vietnamese low-cost airlines. Transportation Research Procedia, 56, 88-95.
Gómez-Carmona, D., Paramio, A., Cruces-Montes, S., & Marín-Dueñas, P. P. (2022). Impact of COVID-19 prevention measures on health service quality, perceived value and user satisfaction. A structural equation modelling (SEM) approach. Atencion primaria, 54(2), 102178.
Gopi, B. and Samat, N. (2020). The influence of food trucks' service quality on customer satisfaction and its impact toward customer loyalty. British Food Journal, 122(10), 3213-3226.
Haron, R., Abdul Subar, N. & Ibrahim, K. (2020). Service quality of Islamic banks: satisfaction, loyalty and the mediating role of trust. Islamic Economic Studies, 28(1), 3-23.
Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. The Electronic Journal of Business Research Methods, 6(1), 53–60.
Jeong, Y., & Kim, S. (2020). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940-960.
Kalia, P., Kaushal, R., Singla, M. and Parkash, J. (2021). Determining the role of service quality, trust and commitment to customer loyalty for telecom service users: a PLS-SEM approach. The TQM Journal, 33(7), 377-396.
Klomplong, C. and Soonthonsmai, V. (2021). Service Quality and Service Marketing Mix Influencing the Loyalty of Fitness Members in Mueng District, ChonBuri Province. Journal of Management Science, UbonRatchathani University, 10(2), 57-77.
Lamberti, G., Rialp, J., & Simon, A. (2022). Antecedents of satisfaction and loyalty in different spectator tribes in a football context. International Journal of Sports Marketing and Sponsorship, 23(2), 295-310.
Lee, M., Kang, M., & Kang, J. (2018). Cultural influences on B2B service quality-satisfaction -loyalty. The Service Industries Journal, 39(3–4), 229–249.
Lee, S.Y. (2017). Service quality of sports centers and customer loyalty. Asia Pacific Journal of Marketing and Logistics, 29(4), 870-879.
Lemy, D., Goh, E., & Ferry, J. (2019). Moving out of the silo: How service quality innovations can develop customer loyalty in Indonesia’s hotels. Journal of Vacation Marketing, 25(4), 462-479.
Lubis, A., Dalimunthe, R., Absah, Y., & Fawzeea, B. K. (2021). The effect of corporate communication and service quality on customer loyalty and satisfaction in Sharia Banking. The Journal of Asian Finance, Economics and Business, 8(3), 1267–1274.
Marcos, A.M.B.D.F., & Coelho, A.F.D.M. (2022). Service quality, customer satisfaction and customer value: holistic determinants of loyalty and word-of-mouth in services. The TQM Journal, 34(5), 957-978.
Min, D. (2022). Exploring the structural relationships between service quality, perceived value, satisfaction, and loyalty in nonprofit sport clubs: Empirical evidence from Germany. Sport Marketing Quarterly, 31(3), 198-211.
Parasuraman, A., ZeithamI, V.A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23–74.
Sirimongkol, T. (2022). The effects of restaurant service quality on revisit intention in pandemic conditions: an empirical study from Khonkaen, Thailand. Journal of Foodservice Business Research, 25(2), 233-251.
Smartscrapers. (2024, 9 January). List of Fitness centers in Thailand. https://rentechdigital.com/smartscraper/business-report-details/list-of-fitness-centers-in-thailand.
Sun, S., & Pan, Y. (2023). Effects of service quality and service convenience on customer satisfaction and loyalty in self-service fitness centers: Differences between staffed and unstaffed services. Sustainability, 15(19), 14099.
Supriyanto, A., Wiyono, B.B. & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management, 8(1), 1937847.
Suttikun, C., & Meeprom, S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty. Cogent Business & Management, 8(1), 1976468.
Sweeney, J.C. & Sourtar, G.N (2001). Consumer perceived value: The development of a multi-item scale. Journal of Retailing, 77(2), 203-220.
Thanh, N., Tuan, L., & Nguyen, N. (2021). Evaluation of factors impacting the player loyalty in golf course business. Management Science Letters, 11(1), 155-164.
Wang, F. J., & Chiu, W. (2023). Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator. International Journal of Sports Marketing and Sponsorship, 24(1), 145-167.
Yildiz, S.M. & Duyan, M. (2019). The relationship among service quality, customer satisfaction, and customer loyalty: An empirical investigation of sports and physical activity sector. Pamukkale Journal of Sport and Sciences, 10(1), 17-30.
Yu, W. & Ramanathan, R. (2012). Retail service quality, corporate image and behavioural intentions: the mediating effects of customer satisfaction. The International Review of Retail, Distribution and Consumer Research, 22(5), 485-505.