The Moderating Effect of Involvement in the Relationship Between Customer Behavioral Intentions and Its Antecedents

Abstract

Future trends in customers’ postpurchasing habits and the identification of the structures that affect the formation of these trends are key determinants of long-term financial performance and competitive advantage for businesses. In the field of marketing, service quality, perceived value and customer satisfaction, and the relationship between these structures are the main factors for the determination of customer loyalty. However, empirical findings have proven to be inadequate in revealing relationships between related structures in low- and high-involvement levels of consumer groups. Therefore, the aim of this study was to examine the moderating effect of involvement in the relationship between the behavioral intentions of members of a sports-fitness center and their antecedents. For the research, face-to-face questionnaires were administered to 842 subjects who had been selected by convenience sampling performed at sports and fitness centers operating in Istanbul, and the collected data were analyzed using the structural equation modeling technique. Our results showed that there were differences in the effects of service quality, perceived value, and customer satisfaction on behavioral intentions among consumer groups in terms of low- or high-involvement levels. This article discussed the theoretical and managerial effects of the obtained results.