SERVICE QUALITY INFLUENCING ON LOYALTY IN CONTEXT OF FITNESS CENTER: A CONCEPTUAL MODEL AND PROPOSITIONS
Keywords:
Service quality, Perceived value, Satisfaction, Loyalty, Fitness centerAbstract
There is a scarcity of researches on service quality in fitness centers in Thailand despite the fact that there is a tendency to increase number of fitness centers according to consumers’ behaviors which are higher health conscious. This leads to have a high competition in fitness centers. As a result, a study of service quality affecting to loyalty in fitness centers is a necessary in order to create value for money to investors. Accordingly, a conceptual model is proposed which examines the influence of service quality on loyalty in fitness centers by having perceived value and satisfaction as mediate variables. Propositions of the model are presented in this article, including service quality influencing on loyalty, service quality influencing on perceived value, perceived value influencing on loyalty, service quality influencing on satisfaction, satisfaction influencing on loyalty and perceived value influencing on satisfaction. Moreover, research implications for future researches are proposed such as studying of effects of service quality besides satisfaction, perceived value and loyalty, such as re-patronage intention, customer retention and behavioral intention.
References
กวีพล พันธุ์เพ็ง. (2558). กระแสนิยมการออกกำลังกายกับโอกาสของธุรกิจฟิตเนสไทยที่ไม่ควรมองข้าม. สืบค้นเมื่อ 3 มิถุนายน 2560, จาก https://www.scbeic.com/th/detail/product/1347
จุฑารัตน์ เชื้อพรมธรรม; ธีรพงษ์ บุญรักษา;& ชลัช กลิ่นอุบล. (2556). ความพึงพอใจในคุณภาพการใช้บริการซ่อมมอเตอร์ไฟฟ้า บริษัท เจ แอนด์ เอ็น มอเตอร์เซอร์วิส จำกัด. วารสารวิชาการมหาวิทยาลัยธนบุรี. 7(14): 29-37.
ธานี ตะกรุดทอง. (2546). ความพึงพอใจของสมาชิกต่อการจัดกิจกรรมการตลาดของศูนย์ออกกำลังกาย. วิทยานิพนธ์ปริญญาศิลปศาสตร์มหาบัณฑิต, บัณฑิตวิทยาลัย, มหาวิทยาลัยมหิดล.
วีพี. (2560). ถอดสูตรความสำเร็จ “Fitness First” ทำธุรกิจอย่างไรไม่ให้ซ้ำรอย “California Wow–True Fitness”. สืบค้นเมื่อ 18 ธันวาคม 2561, จาก https://www.brandbuffet.in.th/2017/06/fitness-first-success-factors
อังเคิล เคย์. (2561). ค่ารักษาพยาบาลสูง คนห่วงสุขภาพตัวเองมากขึ้น โอกาสทางการตลาดสินค้าและฟิตเนส เติบโตทะลุแสนล้าน. สืบค้นเมื่อ 18 ธันวาคม 2561, จาก https://www.brandbuffet.in.th/2018/10/sport-and-fitness-market-trend
อานันท์ เชิงชวโน. (2550). ทัศนะและความต้องการสวัสดิการของกลุ่มวัยทำงานตอนต้นในธุรกิจสถานบริการออกกำลังกาย. วิทยานิพนธ์. มหาวิทยาลัยธรรมศาสตร์.
แอดมิน. (2559). ตลาดฟิตเนส มูลค่าหมื่นล้านบูมจัด แบรนด์นอก-แบรนด์ไทย เร่งเปิดสาขา. สืบค้นเมื่อ 3 มิถุนายน 2560, จาก http://positioningmag.com/1101261
Allameh, S.M., Pool, J.K, Jaberi, A., Salehzadeh, R. and Asadi, H. (2015). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics, 27(2): 191-207.
Andreassen, T., and Lindestad, B. (1997). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of Service expertise. Cited in Lee, .M., Lee, D.H. and Kang, C.Y. (2012). The impact of high-performance work systems in the health-care industry: employee reactions, service quality, customer satisfaction, and customer loyalty. The Service Industries Journal, 32(1): 17–36.
Babin, B.J., Darden, W.R. and Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4): 644-656.
Chen, C-F. and Chen, F-S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Journal of Tourism Management, 31(2010): 29–35.
Chen, Po-Tsang and Hu, Hsin-Hui. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International Journal of Hospitality Management, 29(2010): 405–412.
Chen, P.-T. and ‘Sunny’ Hu, H.-H. (2013). The mediating role of relational benefit between service quality and customer loyalty in airline industry. Journal of Total Quality Management, 24(9): 1084–1095.
Dabholkar, P.A., Thorpe, D.I. and Rentz, J.O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Science, 24(1): 3-16.
Floh, A., Zauner, A., Koller, M. and Rusch, T. (2014). Customer segmentation using unobserved heterogeneity in the perceived-value–loyalty–intentions link. Journal of Business Research, 67(2014): 974–982.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Cited in Lee, S.M., Lee, D.H. and Kang, C.Y. (2012). The impact of high-performance work systems in the health-care industry: employee reactions, service quality, customer satisfaction, and customer loyalty. The Service Industries Journal, 32(1): 17–36.
Howat, G.;& Assaker, G. (2013). The hierarchical effects of perceived quality on perceived value, satisfaction, and loyalty: Empirical results from public, outdoor aquatic centres in Australia. Journal of Sport Management Review, 16(2013): 268-284.
Jones, T. O., and Sasser, W. E. (1995). Why satisfied customers defect. Cited in Kim, H.J. (2011). Service Orientation, Service Quality, Customer Satisfaction, and Customer Loyalty: Testing a Structural Model. Journal of Hospitality Marketing & Management, 20(2011): 619–637.
Kim, H.J. (2011). Service Orientation, Service Quality, Customer Satisfaction, and Customer Loyalty: Testing a Structural Model. Journal of Hospitality Marketing & Management, 20(2011): 619–637.
Kuo, N.-T., Chang, K.-C., Cheng, Y.-S. and Lai, C.-H. (2013). How Service Quality Affects Customer Loyalty in the Travel Agency: The Effects of Customer Satisfaction, Service Recovery, and Perceived Value. Asia Pacific Journal of Tourism Research, 18(7): 803–822.
Lee, S.M., Lee, D.H. and Kang, C.Y. (2012). The impact of high-performance work systems in the health-care industry: employee reactions, service quality, customer satisfaction, and customer loyalty. The Service Industries Journal, 32(1): 17–36.
Liat, C.B., Mansori, S. and Huei, C.T. (2014). The Associations Between Service Quality, Corporate Image, Customer Satisfaction, and Loyalty: Evidence From the Malaysian Hotel Industry. Journal of Hospitality Marketing & Management, 23(2014): 314–326.
Londoño, B.,Prado, Y. and Salazar, V. (2017). Service quality, perceived value, satisfaction and intention to pay: The case of theatrical services. Academia Revista Latinoamericana de Administración, 30(2): 269-286.
Medler-Liraz, H. and Yagil, D. (2013). Customer Emotion Regulation in the Service Interactions: Its Relationship to Employee Ingratiation, Satisfaction and Loyalty Intentions. The Journal of Social Psychology, 153(3): 261–278.
Mencarelli, R. and Lombart, C. (2017). Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. Journal of Retailing and Consumer Services, 38(2017): 12–21.
Parasuraman, A., ZeithamI, V.A., and Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(Fall): 41-50.
Parasuraman, A., ZeithamI, V.A., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(Spring): 12-40.
Rasheed, F.A. and Abadi, M.F. (2014). Impact of service quality, trust and perceived value on customer loyalty in Malaysia services industries. Procedia - Social and Behavioral Sciences, 164(2014): 298–304.
Senić, V. and Marinković, V. (2014). Examining the effect of different components of customer value on attitudinal loyalty and behavioral intentions. International Journal of Quality and Service Sciences, 6(2/3): 134-142.
Seto´-Pamies, D. (2012). Customer loyalty to service providers: examining the role of service quality, customer satisfaction and trust. Journal of Total Quality Management, 23(11): 1257–1271.
Silcox, S. and Soutar, G.N. (2009). Patrons’ intentions to continue using a recreation centre: a suggested model. Journal of Managing Leisure, 14(2009): 177–194.
Sweeney, J.C. and Sourtar, G.N (2001). Consumer perceived value: The development of a multi-item scale. Journal of Retailing, 77(2): 203-220.
Theodorakis, N.D., Howat, G., Ko, Y.J. and Avourdiadou, S. (2014). A comparison of service evaluation models in the context of sport and fitness centres in Greece. Journal of Managing Leisure, 19(1): 18-35.
Trasorras, R., Weinstein, A. and Abratt, R. (2009). Value, satisfaction, loyalty and retention in professional services. Journal of Marketing Intelligence & Planning, 27(5): 615-632.
Vazquez, R., Rodrı́guez-Del Bosque, I.A., Dı́az, A.M. and Ruiz, A.V. (2001). Service quality in supermarket retailing: identifying critical service experiences. Journal of retailing and consumer services, 8(1): 1-14.
Woodruff, R.B. (1997). Customer Value: The Next Source for Competitive Advantage. Cited in Sweeney, J.C. and Sourtar, G.N (2001). Consumer perceived value: The development of a multi-item scale. Journal of Retailing, 77(2): 203-220.
Yu, W. and Ramanathan, R. (2012). Retail service quality, corporate image and behavioural intentions: the mediating effects of customer satisfaction. The International Review of Retail, Distribution and Consumer Research, 22(5): 485-505.
Zeithaml, V.A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52 (July 1988): 2-22.
Translated Thai References
Admin. (2016). Ten billions of fitness market values from foreign - Thai brand speeding in increasing branches. Retrieved 3 June 2560, from http://positioningmag.com/1101261 (in Thai)
Chauprothum, J.; Boonraksa, T.;& Klinaubon, C. (2013). Satisfaction with the quality of customer service, Electric Motor J&N Motor Service Co., Ltd. Journal of Thonburi University. 7(14): 29-37.
Cherngchawano, A. (2007). Attitudes and needs of welfare among early working age of employees in a fitness center. Master of Labour and Welfare Development, Thammasat University. (in Thai)
Phunpeng, K. (2015). Exercise trends with the opportunities of the Thai fitness business that should not be overlooked. Retrieved June 3, 2015, from https://www.scbeic.com/th/detail/product/1347 (in Thai)
Tagrudthong, T. (2003). Satisfaction of health club memberships on marketing activities management. Master of Arts, Mahidol University. (in Thai)
Uncle K. (2561). High medical expenses - People pay more attention toward their healthy. Products and fitness market opportunity growing over a billion. Retrieved 18 December 2018, from https://www.brandbuffet.in.th/ 2018/10/sport-and-fitness-market-trend (in Thai)
WP. (2560). Reveal successful formula “Fitness First”. How to do businesses without repetition of “California Wow-True Fitness”. Retrieved 18 December 2018, from https://www.brandbuffet. in.th/2017/06/fitness-first-success-factors (in Thai)
จุฑารัตน์ เชื้อพรมธรรม; ธีรพงษ์ บุญรักษา;& ชลัช กลิ่นอุบล. (2556). ความพึงพอใจในคุณภาพการใช้บริการซ่อมมอเตอร์ไฟฟ้า บริษัท เจ แอนด์ เอ็น มอเตอร์เซอร์วิส จำกัด. วารสารวิชาการมหาวิทยาลัยธนบุรี. 7(14): 29-37.
ธานี ตะกรุดทอง. (2546). ความพึงพอใจของสมาชิกต่อการจัดกิจกรรมการตลาดของศูนย์ออกกำลังกาย. วิทยานิพนธ์ปริญญาศิลปศาสตร์มหาบัณฑิต, บัณฑิตวิทยาลัย, มหาวิทยาลัยมหิดล.
วีพี. (2560). ถอดสูตรความสำเร็จ “Fitness First” ทำธุรกิจอย่างไรไม่ให้ซ้ำรอย “California Wow–True Fitness”. สืบค้นเมื่อ 18 ธันวาคม 2561, จาก https://www.brandbuffet.in.th/2017/06/fitness-first-success-factors
อังเคิล เคย์. (2561). ค่ารักษาพยาบาลสูง คนห่วงสุขภาพตัวเองมากขึ้น โอกาสทางการตลาดสินค้าและฟิตเนส เติบโตทะลุแสนล้าน. สืบค้นเมื่อ 18 ธันวาคม 2561, จาก https://www.brandbuffet.in.th/2018/10/sport-and-fitness-market-trend
อานันท์ เชิงชวโน. (2550). ทัศนะและความต้องการสวัสดิการของกลุ่มวัยทำงานตอนต้นในธุรกิจสถานบริการออกกำลังกาย. วิทยานิพนธ์. มหาวิทยาลัยธรรมศาสตร์.
แอดมิน. (2559). ตลาดฟิตเนส มูลค่าหมื่นล้านบูมจัด แบรนด์นอก-แบรนด์ไทย เร่งเปิดสาขา. สืบค้นเมื่อ 3 มิถุนายน 2560, จาก http://positioningmag.com/1101261
Allameh, S.M., Pool, J.K, Jaberi, A., Salehzadeh, R. and Asadi, H. (2015). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics, 27(2): 191-207.
Andreassen, T., and Lindestad, B. (1997). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of Service expertise. Cited in Lee, .M., Lee, D.H. and Kang, C.Y. (2012). The impact of high-performance work systems in the health-care industry: employee reactions, service quality, customer satisfaction, and customer loyalty. The Service Industries Journal, 32(1): 17–36.
Babin, B.J., Darden, W.R. and Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4): 644-656.
Chen, C-F. and Chen, F-S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Journal of Tourism Management, 31(2010): 29–35.
Chen, Po-Tsang and Hu, Hsin-Hui. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International Journal of Hospitality Management, 29(2010): 405–412.
Chen, P.-T. and ‘Sunny’ Hu, H.-H. (2013). The mediating role of relational benefit between service quality and customer loyalty in airline industry. Journal of Total Quality Management, 24(9): 1084–1095.
Dabholkar, P.A., Thorpe, D.I. and Rentz, J.O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Science, 24(1): 3-16.
Floh, A., Zauner, A., Koller, M. and Rusch, T. (2014). Customer segmentation using unobserved heterogeneity in the perceived-value–loyalty–intentions link. Journal of Business Research, 67(2014): 974–982.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Cited in Lee, S.M., Lee, D.H. and Kang, C.Y. (2012). The impact of high-performance work systems in the health-care industry: employee reactions, service quality, customer satisfaction, and customer loyalty. The Service Industries Journal, 32(1): 17–36.
Howat, G.;& Assaker, G. (2013). The hierarchical effects of perceived quality on perceived value, satisfaction, and loyalty: Empirical results from public, outdoor aquatic centres in Australia. Journal of Sport Management Review, 16(2013): 268-284.
Jones, T. O., and Sasser, W. E. (1995). Why satisfied customers defect. Cited in Kim, H.J. (2011). Service Orientation, Service Quality, Customer Satisfaction, and Customer Loyalty: Testing a Structural Model. Journal of Hospitality Marketing & Management, 20(2011): 619–637.
Kim, H.J. (2011). Service Orientation, Service Quality, Customer Satisfaction, and Customer Loyalty: Testing a Structural Model. Journal of Hospitality Marketing & Management, 20(2011): 619–637.
Kuo, N.-T., Chang, K.-C., Cheng, Y.-S. and Lai, C.-H. (2013). How Service Quality Affects Customer Loyalty in the Travel Agency: The Effects of Customer Satisfaction, Service Recovery, and Perceived Value. Asia Pacific Journal of Tourism Research, 18(7): 803–822.
Lee, S.M., Lee, D.H. and Kang, C.Y. (2012). The impact of high-performance work systems in the health-care industry: employee reactions, service quality, customer satisfaction, and customer loyalty. The Service Industries Journal, 32(1): 17–36.
Liat, C.B., Mansori, S. and Huei, C.T. (2014). The Associations Between Service Quality, Corporate Image, Customer Satisfaction, and Loyalty: Evidence From the Malaysian Hotel Industry. Journal of Hospitality Marketing & Management, 23(2014): 314–326.
Londoño, B.,Prado, Y. and Salazar, V. (2017). Service quality, perceived value, satisfaction and intention to pay: The case of theatrical services. Academia Revista Latinoamericana de Administración, 30(2): 269-286.
Medler-Liraz, H. and Yagil, D. (2013). Customer Emotion Regulation in the Service Interactions: Its Relationship to Employee Ingratiation, Satisfaction and Loyalty Intentions. The Journal of Social Psychology, 153(3): 261–278.
Mencarelli, R. and Lombart, C. (2017). Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. Journal of Retailing and Consumer Services, 38(2017): 12–21.
Parasuraman, A., ZeithamI, V.A., and Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(Fall): 41-50.
Parasuraman, A., ZeithamI, V.A., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(Spring): 12-40.
Rasheed, F.A. and Abadi, M.F. (2014). Impact of service quality, trust and perceived value on customer loyalty in Malaysia services industries. Procedia - Social and Behavioral Sciences, 164(2014): 298–304.
Senić, V. and Marinković, V. (2014). Examining the effect of different components of customer value on attitudinal loyalty and behavioral intentions. International Journal of Quality and Service Sciences, 6(2/3): 134-142.
Seto´-Pamies, D. (2012). Customer loyalty to service providers: examining the role of service quality, customer satisfaction and trust. Journal of Total Quality Management, 23(11): 1257–1271.
Silcox, S. and Soutar, G.N. (2009). Patrons’ intentions to continue using a recreation centre: a suggested model. Journal of Managing Leisure, 14(2009): 177–194.
Sweeney, J.C. and Sourtar, G.N (2001). Consumer perceived value: The development of a multi-item scale. Journal of Retailing, 77(2): 203-220.
Theodorakis, N.D., Howat, G., Ko, Y.J. and Avourdiadou, S. (2014). A comparison of service evaluation models in the context of sport and fitness centres in Greece. Journal of Managing Leisure, 19(1): 18-35.
Trasorras, R., Weinstein, A. and Abratt, R. (2009). Value, satisfaction, loyalty and retention in professional services. Journal of Marketing Intelligence & Planning, 27(5): 615-632.
Vazquez, R., Rodrı́guez-Del Bosque, I.A., Dı́az, A.M. and Ruiz, A.V. (2001). Service quality in supermarket retailing: identifying critical service experiences. Journal of retailing and consumer services, 8(1): 1-14.
Woodruff, R.B. (1997). Customer Value: The Next Source for Competitive Advantage. Cited in Sweeney, J.C. and Sourtar, G.N (2001). Consumer perceived value: The development of a multi-item scale. Journal of Retailing, 77(2): 203-220.
Yu, W. and Ramanathan, R. (2012). Retail service quality, corporate image and behavioural intentions: the mediating effects of customer satisfaction. The International Review of Retail, Distribution and Consumer Research, 22(5): 485-505.
Zeithaml, V.A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52 (July 1988): 2-22.
Translated Thai References
Admin. (2016). Ten billions of fitness market values from foreign - Thai brand speeding in increasing branches. Retrieved 3 June 2560, from http://positioningmag.com/1101261 (in Thai)
Chauprothum, J.; Boonraksa, T.;& Klinaubon, C. (2013). Satisfaction with the quality of customer service, Electric Motor J&N Motor Service Co., Ltd. Journal of Thonburi University. 7(14): 29-37.
Cherngchawano, A. (2007). Attitudes and needs of welfare among early working age of employees in a fitness center. Master of Labour and Welfare Development, Thammasat University. (in Thai)
Phunpeng, K. (2015). Exercise trends with the opportunities of the Thai fitness business that should not be overlooked. Retrieved June 3, 2015, from https://www.scbeic.com/th/detail/product/1347 (in Thai)
Tagrudthong, T. (2003). Satisfaction of health club memberships on marketing activities management. Master of Arts, Mahidol University. (in Thai)
Uncle K. (2561). High medical expenses - People pay more attention toward their healthy. Products and fitness market opportunity growing over a billion. Retrieved 18 December 2018, from https://www.brandbuffet.in.th/ 2018/10/sport-and-fitness-market-trend (in Thai)
WP. (2560). Reveal successful formula “Fitness First”. How to do businesses without repetition of “California Wow-True Fitness”. Retrieved 18 December 2018, from https://www.brandbuffet. in.th/2017/06/fitness-first-success-factors (in Thai)
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2019-09-01
How to Cite
Durongdumrongchai, T. ., Nitiwattana, C. ., & Thongchum, M. . (2019). SERVICE QUALITY INFLUENCING ON LOYALTY IN CONTEXT OF FITNESS CENTER: A CONCEPTUAL MODEL AND PROPOSITIONS. Journal of Humanities and Social Sciences Thonburi University, 13(3), 108–119. retrieved from https://so03.tci-thaijo.org/index.php/trujournal/article/view/214070
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บทความวิจัย
