Exploring the Relationship of Service Quality, Customer Satisfaction and Customer Loyalty: In the Case Study of Fitness Centers in Cambodia
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Abstract
Cambodian Fitness market space nowadays is getting more crowded than ever. Therefore, loyalty to fitness members is very important for business owners. However, overall studies about dimensions and relationships to build customer loyalty in fitness centers is insufficient. The purpose of this paper is to: (1) investigate how perceptions of service quality influence members’ satisfaction of fitness-clubs in Cambodia; (2) determine key drivers of loyalty outcome behaviors which attribute from the loyal customer in fitness centers. The methodology involved the compilation of a literature review and conduction of a quantitative approach. The instrument used in this study was adopted from Service Quality Assessment Scale (SQAS) scale and Customer Satisfaction and Loyalty Outcome scale. Survey data were collected from 424 members who have been using the clubs more than 3 months from the four fitness centers. The finding results showed four dimensions out of six service quality perception namely; Staff, Physical facilities, Workout Facilities, and Childcare, that capture the customer attention to be satisfied to the club and they possibly contributed favorable loyalty outcomes to club such as refer club’s identification to their peers, club’s exclusive consideration to service usage, word of mouth, strength of preferences to buy other product lines that brand has, and share of wallet. The result of this study would enable management to identify service quality dimensions influencing their members’ satisfaction which led to membership loyalty.
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