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

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.