Perceptions of Service Quality and Behaviour Intentions of Campus Fitness Center Users in Malaysia and Thailand

Abstract

The study was designed to determine the perceptions of service quality and future intention to use campus fitness centers in Universiti Putra Malaysia (UPM) and Mahasarakham University, Thailand. Data were collected using questionnaires distributed to 450 campus fitness center users comprising of faculty and staff from Mahasarakham university (n=250) and one university in UPM (n=200) were selected to participate as subjects in the study. The questionnaire consisted of items based on the Likert-scale Service Quality Assessment Scale (SQAS) developed by Lam, Zhang and Jensen (2005). Behavioral intention is based on three questions modified from Cunningham and Kwon (2003) and Zeithaml et al. (1996). Results showed significant differences (p