The effect of perceived quality and customer engagement on the loyalty of users of Spanish fitness centres

PurposeThe purpose of this paper is to analyse the influence of perceived quality and customer engagement on perceived value and satisfaction in a model to evaluate loyalty in users of fitness centres.Design/methodology/approachThrough an online questionnaire, the study uses a large sample of 6,584 users from 44 low-cost fitness centres from different cities in Spain. After validating the measurement model, the hypotheses were tested through structural equation (SEM) modelling technique, noting the existence of significant relationships.FindingsThe results showed that two dimensions of perceived quality have a positive influence on perceived value (employees) and satisfaction (facilities). However, the enthused participation dimension of customer engagement also indicated an important impact on perceived value and satisfaction, thus confirming the influence of this dimension in the context of sports services for users' loyalty.Originality/valueWith a large sample, the importance of this study lies in the use of strategies to achieve a greater influence on perceived value and satisfaction, with the aim of increasing customer loyalty in fitness centres. This is why, in addition to the service quality, the influence of the customer engagement dimensions is included, which have not been previously analysed in this emerging business model.

[1]  Masayuki Yoshida,et al.  The evolution of psychological involvement and customer loyalty: a longitudinal analysis of fitness facility members , 2023, Sport Management Review.

[2]  E. Şirin,et al.  The Psychology of Fitness Center Members: An Examination of Turkish Fitness Clubs , 2023, Journal of Global Sport Management.

[3]  F. Calabuig,et al.  Influence of Sports Participation on the Behaviors of Customers of Sports Services: Linear and Qualitative Comparative Analysis Models , 2023, Healthcare.

[4]  Deepika Pandita,et al.  Waving the flames of fan engagement: strategies for coping with the digital transformation in sports organizations , 2023, Journal of Strategy and Management.

[5]  Herbert Woratschek,et al.  Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude , 2022, International Journal of Sports Marketing and Sponsorship.

[6]  J. García-Fernández,et al.  Examining the Relationships Among Perceived Quality, Perceived Value, Customer Satisfaction, and Behavioral Intention in Turkish Fitness Centers , 2022, Physical Culture and Sport. Studies and Research.

[7]  H. Çevik,et al.  The effects of sense of community on perceived value, consumer satisfaction and future intention in the low-cost fitness clubs , 2022, Managing Sport and Leisure.

[8]  Weisheng Chiu,et al.  Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator , 2022, International Journal of Sports Marketing and Sponsorship.

[9]  Dwayne D. Gremler,et al.  From customer readiness to customer retention: the mediating role of customer psychological and behavioral engagement , 2022, European Journal of Marketing.

[10]  Maria Tsourela.  Sports consumers conformity behavior: expectations from online vs. offline personal training studios sessions , 2022, Managing Sport and Leisure.

[11]  J. García-Fernández,et al.  How can the management of fitness centres be improved through corporate image and brand image? , 2021, Economic Research-Ekonomska Istraživanja.

[12]  D. Papadimitriou,et al.  The impact of perceived corporate social responsibility on value-in-use through customer engagement in non-profit sports clubs: the moderating role of co-production , 2021, European Sport Management Quarterly.

[13]  Daehwan Kim,et al.  How Does Service Environment Enhance Consumer Loyalty in the Sport Fitness Industry? The Role of Servicescape, Cosumption Motivation, Emotional and Flow Experiences , 2021, Sustainability.

[14]  Sheryl L. Walter,et al.  Endogeneity: A Review and Agenda for the Methodology-Practice Divide Affecting Micro and Macro Research , 2020, Journal of Management.

[15]  C. Plewa,et al.  Customer Engagement: A Systematic Review and Future Research Priorities , 2020, Australasian Marketing Journal.

[16]  J. García-Fernández,et al.  An analysis of new social fitness activities: loyalty in female and male CrossFit users , 2020, Sport in Society.

[17]  Manuel Jesús Baena-Arroyo,et al.  Analyzing Consumer Loyalty through Service Experience and Service Convenience: Differences between Instructor Fitness Classes and Virtual Fitness Classes , 2020 .

[18]  M. Iranmanesh,et al.  Examining relationships among process quality, outcome quality, delight, satisfaction and behavioural intentions in fitness centres in Malaysia , 2019, International Journal of Sports Marketing and Sponsorship.

[19]  D. Gligor,et al.  Achieving customer engagement with social media: A qualitative comparative analysis approach , 2019, Journal of Business Research.

[20]  Rakhi Thakur,et al.  The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship , 2019, European Journal of Marketing.

[21]  S. Loureiro,et al.  Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness , 2019, International Journal of Hospitality Management.

[22]  Chia-Wen Chang,et al.  Relational bonds, customer engagement, and service quality , 2019, The Service Industries Journal.

[23]  A. Vohra,et al.  Customer engagement in an e-commerce brand community , 2019, Journal of Research in Interactive Marketing.

[24]  Ferran Calabuig-Moreno,et al.  The role of passion in the quality-value-satisfaction-intentions chain: linear models and the QCA approach for athletes , 2019, Economic Research-Ekonomska Istraživanja.

[25]  Catherine Prentice,et al.  The influence of identity-driven customer engagement on purchase intention , 2019, Journal of Retailing and Consumer Services.

[26]  Prateeksha Parihar,et al.  The role of customer engagement in the involvement-loyalty link , 2019, Marketing Intelligence & Planning.

[27]  C. Prentice,et al.  Consumer-based approach to customer engagement – The case of luxury brands , 2018, Journal of Retailing and Consumer Services.

[28]  Peter C. Verhoef,et al.  Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value , 2018 .

[29]  J. García-Fernández,et al.  Exploring fitness centre consumer loyalty: differences of non-profit and low-cost business models in Spain , 2018 .

[30]  Morgan P. Miles,et al.  Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent , 2017, Journal of Business Research.

[31]  J. García-Fernández,et al.  The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers , 2017, Sport Management Review.

[32]  V. Kumar,et al.  Competitive Advantage through Engagement , 2016 .

[33]  A. Moreira,et al.  Complaint behaviour by third parties: exploring service quality, customer satisfaction and word-of-mouth in health clubs , 2016 .

[34]  V. Kumar,et al.  Customer engagement: the construct, antecedents, and consequences , 2016, Journal of the Academy of Marketing Science.

[35]  R. Biscaia,et al.  The role of emotions on consumers' satisfaction within the fitness context , 2015 .

[36]  C. Veloutsou,et al.  Consumer engagement in online brand communities: a social media perspective , 2015 .

[37]  E. Tsitskari,et al.  Investigating the relationship among service quality, customer satisfaction and psychological commitment in Cyprian fitness centres. , 2014 .

[38]  N. Theodorakis,et al.  The development of loyalty among novice and experienced customers of sport and fitness centres , 2014 .

[39]  Sharon E. Beatty,et al.  A Generalized Multidimensional Scale for Measuring Customer Engagement , 2014 .

[40]  E. Tsitskari,et al.  Measuring Exercise Involvement Among Fitness Centers’ Members: Is It Related With Their Satisfaction? , 2014 .

[41]  Makoto Nakazawa,et al.  Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context. , 2014 .

[42]  Naveen Donthu,et al.  The financial contribution of customer-oriented marketing capability , 2014 .

[43]  V. Prado-Gascó,et al.  Effect of price increases on future intentions of sport consumers. , 2014 .

[44]  R. Brodie,et al.  Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation , 2014 .

[45]  Y. Ko,et al.  A comparison of service evaluation models in the context of sport and fitness centres in Greece , 2014 .

[46]  Dan Jong Kim,et al.  A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention , 2013, Decis. Support Syst..

[47]  L. Hollebeek.  The Customer Engagement/Value Interface: An Exploratory Investigation , 2013 .

[48]  R. Morgan,et al.  Customer Engagement: Exploring Customer Relationships Beyond Purchase , 2012 .

[49]  R. Brodie,et al.  Customer Engagement , 2011 .

[50]  L. Hollebeek.  Demystifying customer brand engagement: Exploring the loyalty nexus , 2011 .

[51]  Guendalina Graffigna,et al.  The Concept of Engagement: A Systematic Analysis of the Ongoing Marketing Debate , 2010 .

[52]  Katherine N. Lemon,et al.  Customer Engagement Behavior: Theoretical Foundations and Research Directions , 2010 .

[53]  A. Correia,et al.  Segmenting fitness centre clients , 2009 .

[54]  M. Krause,et al.  What random assignment does and does not do. , 2003, Journal of clinical psychology.

[55]  J. J. Cronin,et al.  Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach , 2001 .

[56]  R. Oliver.  Whence Consumer Loyalty? , 1999 .

[57]  A. Parasuraman,et al.  The Behavioral Consequences of Service Quality , 1996 .

[58]  R. Oliver,et al.  The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction , 1991 .

[59]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence , 1988 .

[60]  C. Grönroos.  A Service Quality Model and its Marketing Implications , 1984 .

[61]  C. Fornell,et al.  Evaluating Structural Equation Models with Unobservable Variables and Measurement Error , 1981 .

[62]  Jodie Conduit,et al.  Customer Engagement in Sport: An Updated Review and Research Agenda , 2022, Journal of Sport Management.

[63]  J. García-Fernández,et al.  Consumer behaviour and sport services: an examination of fitness centre loyalty , 2017 .

[64]  S. Lloyd,et al.  Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement , 2016 .

[65]  S. Holland,et al.  FACTORS ASSOCIATED WITH AN ATHLETIC DONOR'S INTENTION TO DONATE TO GREEN STADIUM INITIATIVES OF A COLLEGIATE ATHLETIC PROGRAM , 2015 .

[66]  Janet S. Fink,et al.  Consumer satisfaction and identity theory: a model of sport spectator conative loyalty. , 2005 .