FACTORS INFLUENCING MEMBERSHIP RENEWAL INTENTION: CASE STUDY OF A STATE AUTONOMOUS UNIVERSITY’S FITNESS CENTER

Abstract

The purpose of this study was to investigate the factors influencing membership renewal intention of fitness center in state autonomous university. Data were randomly selected from member name listed of fitness center in the state autonomous university which was a membership of not less than three months. A total sample of 285 members responded for an overall response rate of 98.6%. The research instrument were questionnaires about quality of service and intention to renew membership. The research instrument was the service quality and membership renewal intention questionnaire. Hierarchical regression was used to analyze the influencing factors on membership renewal intention. The findings of the research shown the factors influencing membership renewal intention were the important attributes of service quality consisting of assurance,responsiveness and expected outcome of services, respectively. The findings are meaningful for fitness manager to maintain membership and could consider continuously improve these significant attributes of service quality. Results also suggest that to revise strategic planning through redesign of internal processes for service operation, developing a marketing strategy focusing on membership-centered, helping members
develop realistic expectations, regularly reviewing and revising plan are important activities for state autonomous university’s fitness center.

Keywords: Service quality / Membership renewal intention / Fitness center