Exploring the interplay between attitudinal and behavioural determinants of fitness centre member retention

Abstract

Purpose: This research explores and evaluates both attitudinal and behavioural determinants of fitness centre member retention. In considering retention predictors prominent in past work, service quality, value and satisfaction are modelled, while we add multi-dimensional measures for loyalty, which are less prominent in research to date. Methodology: Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to explore relationships between survey-based measurements from 661 members of a single fitness centre, with behavioural loyalty and retention collected over a 56-week period. Findings: Results demonstrate behavioural intention (i.e. intention to renew membership) and, critically, behavioural loyalty (i.e. observed fitness centre attendance and consistency) as most useful in explaining variance in member retention. Practical implication: Practically, insights guide the collection and use of member data towards the most relevant predictors of member retention. Research contribution: Our research enhances theory relevant to retention behaviours in subscription settings, supporting the utility of behavioural loyalty and behavioural intention as direct determinants of fitness centre member retention. Value: The present research combines commonly used attitudinal measures with a more novel analysis of member attendance behaviours.