The Impact of Perceived Service Quality on Customer Loyalty towards Chinese Fitness Centres: The Moderating Role of Reputation/Image

Abstract

The trend of joining a fitness club has been growing rapidly since the last decade, but it's difficult to justify the actual reason which can keep the members of the club loyal. This study has indicated some key reasons for customer loyalty, including perceived service quality and customer satisfaction which is influenced by customer delight. Therefore, the basic aim of this research is to explore the effect of perceived service quality on customer loyalty. To explore the relationships made by deep literature analysis, this research collected data from 411 members of Chinese fitness clubs. This data was further observed in AMOS software to ensure the results of the hypothesis. The results highlighted that there is a significant and positive impact of perceived service quality on customer delight and customer loyalty. The delighted customer will be satisfied and that satisfaction will lead to customer loyalty. In addition, reputation and image can significantly moderate the relationship between customer satisfaction and customer loyalty. The managers of owners of fitness clubs can seek the important results highlighted by this research for developing marketing strategies for clubs.