Title: Consumer behaviour and sport services: an examination of fitness centre loyalty

Authors: Jerónimo García-Fernández; Pablo Gálvez-Ruíz; Brenda G. Pitts; Luisa Vélez-Colón; Ainara Bernal-García

Addresses: Physical Education and Sport Department, University of Seville, C/Pirotecnia, s/n, 41013, Seville, Spain ' Internet Education Department, La Rioja International University, Logroño, Spain ' Georgia State University, Sport Management Program, Atlanta, Georgia, USA ' Department of Education, Interamerican University of Puerto Rico, Puerto Rico ' Research Group: Management and Innovation in Sports Services, Leisure, Recreation and Social Action, University of Seville, Spain

Abstract: The purpose of this study was to examine the relationship between perceived quality, perceived value and satisfaction with future intentions of fitness centre clients in Spain. The sample consisted of 1,805 clients at ten fitness centres. A questionnaire was used to collect data. Data were analysed with confirmatory factor analysis and structural equation model. The findings indicate that perceived quality influences perceived value and satisfaction, perceived value influences satisfaction and behaviour intentions, and satisfaction influences behaviour intentions. These results suggest that if consumers have a positive perception of quality, this will influence their satisfaction and loyalty. This study is important for fitness centre management professionals since it brings to the forefront the importance of the perception and continual evaluation of fitness centre consumers.

Keywords: sport management; sport marketing; perceived quality; value; satisfaction; loyalty; fitness.

DOI: 10.1504/IJSMM.2018.091342

International Journal of Sport Management and Marketing, 2018 Vol.18 No.1/2, pp.8 - 23

Received: 27 Oct 2016
Accepted: 17 Oct 2017

Published online: 16 Apr 2018 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article