A loyalty model according to membership longevity of low-cost fitness center : quality, value, satisfaction, and behavioral intention

espanolDebido a que la fidelidad del cliente es un tema crucial en los centros de fitness, algunos trabajos han analizado la relacion entre diferentes variables subjetivas y las intenciones de comportamiento del consumidor en estos servicios deportivos. No obstante, son pocos los que han estudiado como repercuten dichas variables segun medidas objetivas como la permanencia. Por esta razon, el objetivo de este trabajo fue examinar un modelo de fidelidad mediante la relacion entre la calidad percibida, el valor percibido, la satisfaccion y las intenciones futuras segun la permanencia de los clientes. Para ello se conto con la participacion de 15820 clientes (8462 mujeres y 7358 hombres) que contestaron a un cuestionario on-line. Se realizaron analisis descriptivos, factorial confirmatorio y analisis multigrupo. Los hallazgos muestran un modelo valido y fiable donde las relaciones entre las variables son positivas y significativas, existiendo diferencias entre los diferentes grupos segun la permanencia. EnglishClient loyalty is crucial to fitness centers. Studies have analyzed the relationship between different subjective variables and consumer behavior intentions in these types of sport services within fitness centers. Nevertheless, few are those who have studied the influence of such variables on objective measures like membership longevity. For this reason, the objective of this study was to examine a loyalty model by means of the relationship between perceived quality, satisfaction, and future intentions with regard to client loyalty. The study counted with 15820 client (8462 women and 7358 men) participants who answered an online questionnaire. A descriptive analysis, factorial confirmatory and multi-group analysis were conducted. The findings demonstrate a valid and reliable model where relationships among the variables are positive and significant, with differences among the groups according to the longevity of membership.