The Mediating Role of Customer Satisfaction Between Service Quality and Engagement in University Sports Centre

Abstract

This study investigates the mediating role of customer satisfaction in the relationship between service quality and customer engagement among users of university sports center in China. Drawing on survey data from 288 students at one Sino-U.S. university, primarily freshmen and female students from Asia (84.4%), the research employs structural equation modeling to test the hypothesized relationships. Results reveal that service quality has a significant positive effect on both customer satisfaction and engagement, and that satisfaction partially mediates the link between service quality and engagement. These findings highlight the importance of not only delivering high-quality services but also fostering satisfaction to enhance active student involvement in campus recreation facilities. The study offers theoretical contributions to service management literature in higher education and provides actionable insights for the effective management of the university sports center.