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The development of loyalty among novice and experienced customers of sport and fitness centres

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  • Avourdiadou, Sevastia
  • Theodorakis, Nicholas D.

Abstract

Researchers suggest that as consumption progresses, consumers’ needs change. However, previous studies have shown few insights into the effect of service quality and satisfaction on customer loyalty across different consumption stages. This study examines the impact of service quality and satisfaction on customer loyalty among novice and experienced customers in the context of sports and fitness centres. Altogether, 426 customers of a public sports and fitness centre in Greece participated in the study. The results indicate that service quality consistently affects overall satisfaction across both customer groups; service quality is a major driver of loyalty only for novice customers, while overall satisfaction is a major driver of customers’ future behaviours; however, its impact is significantly greater among experienced customers. These findings contribute positively to our understanding of how service quality and satisfaction are developed and influence customer retention in different consumption stages. The practical implications and limitations of this study are also discussed.

Suggested Citation

  • Avourdiadou, Sevastia & Theodorakis, Nicholas D., 2014. "The development of loyalty among novice and experienced customers of sport and fitness centres," Sport Management Review, Elsevier, vol. 17(4), pages 419-431.
    • Handle: RePEc:eee:spomar:v:17:y:2014:i:4:p:419-431
    DOI: 10.1016/j.smr.2014.02.001
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    13. Antonio Fernández-Martínez & Mónica Haro-González & Román Nuviala & Raquel Pérez-Ordás & Alberto Nuviala, 2020. "Women and Physical Activity in Fitness Centres. Analysis of Future Intentions and Their Relationship with Age," IJERPH, MDPI, vol. 17(15), pages 1-15, July.
    14. Fernando García-Pascual & David Parra-Camacho & Gabriel Martínez Rico, 2023. "Customer Experience in Sports Centres: Adaptation and Validation of a Measurement Scale," Sustainability, MDPI, vol. 15(7), pages 1-12, March.
    15. Pedro Sobreiro & Pedro Guedes-Carvalho & Abel Santos & Paulo Pinheiro & Celina Gonçalves, 2021. "Predicting Fitness Centre Dropout," IJERPH, MDPI, vol. 18(19), pages 1-11, October.
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