The development of loyalty among novice and experienced customers of sport and fitness centres |
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| Institution: | 1. Department of Entertainment Management, I-Shou University, No. 1, Sec. 1, Syuecheng Rd., Dashu District, Kaohsiung City 84001, Taiwan;2. Sun Yat-sen Business School, Sun Yat-sen University, 135 Xingang Road West, Haizhu District, Guangzhou 510275, China;3. Management School, Jinan University, 601 Huangpu Avenue West, Tianhe District, Guangzhou 510632, China;4. Department of Marketing and Tourism Management, National Chiayi University, 580, Hsin-Ming Rd., Chiayi 60054, Taiwan;1. Department of Physical Education and Sports, University of Valencia, Gascó Oliag St., 3, Valencia 46010, Spain;2. European University of Valencia, General Elio, 8, Valencia 46010, Spain |
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| Abstract: | Researchers suggest that as consumption progresses, consumers’ needs change. However, previous studies have shown few insights into the effect of service quality and satisfaction on customer loyalty across different consumption stages. This study examines the impact of service quality and satisfaction on customer loyalty among novice and experienced customers in the context of sports and fitness centres. Altogether, 426 customers of a public sports and fitness centre in Greece participated in the study. The results indicate that service quality consistently affects overall satisfaction across both customer groups; service quality is a major driver of loyalty only for novice customers, while overall satisfaction is a major driver of customers’ future behaviours; however, its impact is significantly greater among experienced customers. These findings contribute positively to our understanding of how service quality and satisfaction are developed and influence customer retention in different consumption stages. The practical implications and limitations of this study are also discussed. |
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| Keywords: | Service quality Satisfaction Behavioural intentions Loyalty Sport |
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