Examination Of The Influence Of Service Quality On Membership Renewal In Fitness Centers In San Francisco Bay Area

Abstract

Corporations have to learn how to satisfy their customers’ various demands as the era of interactivity with customers has emerged (Pepper & Rogers, 1999). For fitness center, customers’ demands are increasing and diversified. Therefore, service quality is an index of quality assessment from customers for service-producing industries. Furthermore, the concept of corporate expansion and customer relationship has become the foundation of service-providers for higher profitability through customers’ renewal of membership. The main purpose of this study is to evaluate the impact of service quality on the renewal willingness of fitness center membership. Customers from four fitness centers in the San Francisco Bay Area, USA, were randomly selected for this survey. A total of 50 subjects participated in this survey. The data was analyzed by multiple regression and stepwise regression. The result indicated that the service quality has positive influence on the renewal willingness of membership.