THE MEDIATING VARIABLE ROLE OF SATISFACTION BETWEEN SERVICE QUALITY AND MEMBERSHIP’S RENEWAL INTENTION OF FITNESS CENTER
Keywords:
Mediator / Service Quality / Satisfaction / Membership Renewal / Fitness CenterAbstract
The purpose of this study was to examine the mediating variable role of membership satisfaction of the relationship between perceived service quality features and membership renewal intention in a state autonomous university’s fitness center. Data were collected from randomly selected members from the state autonomous university’s fitness center in Nakhon Pathom province, Thailand. A total sample of 285 members responded for an overall response rate of 98.6 %. The research instrument was self-administrative questionnaires for collecting the perceived service quality, membership satisfaction, and membership renewal intention. Hierarchical regression outline by Baron& Kenny1 was used to analyze the results. The results showed that membership satisfaction has perfect mediation effects on perceived service quality features and membership renewal intention for the state autonomous university fitness center members. The findings are meaningful for revised strategic planning through redesign of internal operating and business processes of fitness center. Results also suggest that monitoring membership satisfaction are essential tools for listening to memberships about their satisfaction levels, and for developing strategies for improvement areas.
Journal of Sports Science and Technology 2018; 18(1): 80-94
References
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39. Zeglat D. Shrafat F. Al-Smadi Z. The Impact of the E-Service Quality (E-SQ) of Online Databases on Users’ Behavioural Intentions: A Perspective of Postgraduate Students. IRMM 2016; 6(1):1-10.
2. Macintosh E. & Doherty A. Reframing the service environment in the fitness industry. J Managing Leisure 2007; 12(4):273-89.
3. Thansettakij. (2016). Fitness Market worth over 9,000 Million Baht had fierce competition. Old and new fitness Business Entrepreneurs usurp market share/Vergin Active have prepared the investment for expand. Retrieved April 7, 2018, from https://www.thansettakij.com/content/87220.
4. Marketeer Team. (2016). Fitness Market. Retrieved April 7, 2018, from
https://marketeer.co.th/archives/9109123 August 2016.
5. Club Industry [Internet]. 2017 [cited 2017 Dec 4]. Available from: https://www.clubindustry.com/studies/ ihrsa-reports-57-million-health-club-members-276-billion-industry-revenue-2016.
6. Hurley T. Managing customer retention in the health and fitness industry: A case of neglect. IMRE 2004; 17(2):23-29.
7. Fitzsimmons JA. and Fitzsimmons MJ. Service management for competitive advantage. New York: McGraw-Hill; 1994.
8. Aghamirian B. Dorri B. & Aghamirian B. Effects of Customer Knowledge Management’s eight Factors in E-Commerce. JMSE 2013; 7(4):1-11.
9. Healy TJ. “Why You Should Retain Your Customers” America's Community Banker. 1999; 8(9):22-6.
10. Parasuraman A. Zeithaml VA. & Berry LL. A conceptual model service quality and its implications for future research. J Mark 1985; 2(10):15.
11. Grönroos C. A service quality model and its marketing implications. Eur J Mark 1984;18(4):36-44.
12. Parasuraman A. Zeithaml VA. Berrey LL. SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. J RETAILING 1988; 64(1):12-41.
13. Walker RH. Johnson LW. & Leonard S. Re-thinking the conceptualization of customer value and service quality within the service-profit chain. MSQ [Internet]. 2006 [cited 2017 Dec18];16(1):23-36. Doi: 10.1108/09604520610639946.
14. Foster ST. Managing Quality: An Integrative Approach. New Jersey: Prentice Hall; 2004.
15. Caruana A. Money AH. & Berthon PR. Service quality and satisfaction–the moderating role of value. Eur J Mark 2000; 34(11/12):1338-52.
16. Varki S. & Colgate M. The role of price perceptions in an integrated model of behavioral intentions. JSR 2001; 3(3):232-40.
17. Bolton RN. “A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction”. Marketing Science 1998; 17.
18. Zeithaml VA. Berry LL. Parasuraman A. The behavioral consequences of service quality. J Mark 1996; 60(2).
19. Anderson EW. and Sullivan MW. The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science 1993; 12 (2):125–43.
20. Kotler P. Marketing Management. 11thed. New Jersey: Prentice-Hall; 2003.
21. Lowenstein MW. Customer Retention: An Integrated Process for Keeping Your Best Customers. Wisconsin,USA: ASQC Quality Press 1995.
22. Yamane T. Statistics: An Introductory Analysis. 3rded. New York: Harper and Row Publication; 1973.
23. Poonchob K. and Teerakathiti P. The Development of the perceived service quality scale: A state
University fitness center. Journal of Sports Science and Technology 2013; 13(1):89-112.
24. Oliver RL. A cognitive model of the antecedents and consequences of satisfaction decision. J MARKETING RES 1980; 17:460-469.
25. Westbrook RA. and Oliver RL. The dimensionality of consumption patterns and consumer satisfaction. J Consum Res. 1991; 18(1):84-91.
26. Bloemer J. Ruyter KD. & Wetzels M. Linking perceived service quality and service loyalty: A multi-dimentional perspective. Eur J Mark 1999; 33(11/12):1082-1106.
27. Sobel ME. Asymptotic confidence intervals for indirect effects in structural equation models.
Sociol Methodol. 1982; 13:290–312.
28. Nunnally JC. and Bernstein IH. Psychometric Theory. 3rded. New York: McGraw Series in Psychology, McGraw Hill; 1994.
29. Hair JF. Anderson RE. Tatham RL. and Back WC. Multivariate Data Analysis. 5thed. New Jersey: Prentice Hall; 1998.
30. Tabachnick BG. & Fidell LS. Using Multivariate Statistics. Sydney: Allyn and Bacon; 2001.
31. Howat G. and Assaker G. The hierarchical effects of perceived quality on perceived value, satisfaction, and loyalty: Empirical results from public, outdoor aquatic centres in Australia. Sport Management Review 2013; 16:268-284.
32. Chen CF. & Chen FS. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tour Manag 2010; 31:29-35.
33. Gina MX. & Young PD. The Effects of Service Quality of University Sport Facilities on Students’ Affective and Behavioral Outcomes. AJPESS 2015; 4:1-17.
34. Keshavarz Y. & Ali MH. The Service Quality Evaluation on Tourist Loyalty in Malaysian Hotels by the Mediating Role of Tourist Satisfaction [Internet]. 2015 [cited 2018 May11]; 6(3):680-6. DOI: 10.5901/mjss.2015.v6n3s2p680
35. Lau MM. Cheung R. Lam AYC. Chu YT. The overall satisfaction of HSBC customers has a mediating effect on the relationship between service quality dimensions (tangibles, reliability, responsiveness, empathy and assurance) and HSBC customer loyalty Measuring Service Quality in the Banking Industry: A Hong Kong Based Study 2013;9(3):263-82.
36. Mosahab R. Mahamad O. Ramayah T. Service Quality, Customer Satisfaction and Loyalty: A Test of Mediation. International Business Research 2010; 3(4):72-80.
37. Li SJ. Huang Y. Yang M. How satisfaction modifies the strength of the influence of perceived service quality on behavioral intentions. LHS 2011; 24(2); 91-105.
38. Minh NH. Ha NT. Anh PC. Matsui Y. Service Quality and Customer Satisfaction: A Case Study of Hotel Industry in Vietnam. ASS 2015; 11(10):73-85.
39. Zeglat D. Shrafat F. Al-Smadi Z. The Impact of the E-Service Quality (E-SQ) of Online Databases on Users’ Behavioural Intentions: A Perspective of Postgraduate Students. IRMM 2016; 6(1):1-10.
