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Analyzing Consumer Loyalty through Service Experience and Service Convenience: Differences between Instructor Fitness Classes and Virtual Fitness Classes

Author

Listed:
  • Manuel Jesús Baena-Arroyo

    (Department of Physical Education and Sports, Faculty of Educational Sciences, Universidad de Sevilla, 41013 Seville, Spain)

  • Jerónimo García-Fernández

    (Department of Physical Education and Sports, Faculty of Educational Sciences, Universidad de Sevilla, 41013 Seville, Spain)

  • Pablo Gálvez-Ruiz

    (Universidad Internacional de Valencia, 46002, Valencia, Spain)

  • Moisés Grimaldi-Puyana

    (Department of Physical Education and Sports, Faculty of Educational Sciences, Universidad de Sevilla, 41013 Seville, Spain)

Abstract

The eruption of technology has revolutionized the sports sector, incorporating new elements and new forms, and has therefore targeted sports activities. The inclusion of virtual fitness classes is leading to an increase in the offers available to consumers, expanding the hours that consumers can exercise and leading to a greater variability of customer services. The present study intends to go deeper into the knowledge of the fitness center sector in the Spanish context by evaluating the poorly analyzed area of directed activities, either with a teacher or in a virtual mode, and how these are perceived by the users of the centers. The sample consisted of a total of 1943 users, 1143 of whom were customers who conducted fitness activities directed by instructors, and 800 questionnaires were completed by customers who conducted virtual fitness activities in fitness centers classified as low-cost, medium, and boutique business models. The relationships between service experience, service convenience, satisfaction, and future intentions were analyzed. The results show positive relationships in all the variables studied in the instructor fitness classes. However, they are not significant in some variables studied involving virtual fitness classes.

Suggested Citation

  • Manuel Jesús Baena-Arroyo & Jerónimo García-Fernández & Pablo Gálvez-Ruiz & Moisés Grimaldi-Puyana, 2020. "Analyzing Consumer Loyalty through Service Experience and Service Convenience: Differences between Instructor Fitness Classes and Virtual Fitness Classes," Sustainability, MDPI, vol. 12(3), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:3:p:828-:d:312076
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    References listed on IDEAS

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    2. Jerónimo García-Fernández & Jesús Fernández-Gavira & Antonio Jesús Sánchez-Oliver & Pablo Gálvez-Ruíz & Moisés Grimaldi-Puyana & Gabriel Cepeda-Carrión, 2020. "Importance-Performance Matrix Analysis (IPMA) to Evaluate Servicescape Fitness Consumer by Gender and Age," IJERPH, MDPI, vol. 17(18), pages 1-19, September.
    3. Uzir, Md Uzir Hossain & Al Halbusi, Hussam & Lim, Rodney & Jerin, Ishraq & Abdul Hamid, Abu Bakar & Ramayah, Thurasamy & Haque, Ahasanul, 2021. "Applied Artificial Intelligence and user satisfaction: Smartwatch usage for healthcare in Bangladesh during COVID-19," Technology in Society, Elsevier, vol. 67(C).
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    5. 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.
    6. Kyungyeol (Anthony) Kim & Kevin K. Byon & Heedong Choi, 2020. "A Conceptual Analysis of Switching Costs: Implications for Fitness Centers," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    7. Jairo León-Quismondo & Jorge García-Unanue & Pablo Burillo, 2020. "Service Perceptions in Fitness Centers: IPA Approach by Gender and Age," IJERPH, MDPI, vol. 17(8), pages 1-10, April.
    8. Sandipan S. Sen & Aliosha Alexandrov & Subhash Jha & William C. McDowell & Emin Babakus, 2023. "Convenient = competitive? How Brick-And-Mortar Retailers can cope with Online Competition," Review of Managerial Science, Springer, vol. 17(5), pages 1615-1643, July.
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    11. Lucciano Testa & David Parra-Camacho & Ana María Gómez-Tafalla & Fernando Garcia-Pascual & Daniel Duclos-Bastías, 2023. "Local Impact of a Sports Centre: Effects on Future Intentions," Sustainability, MDPI, vol. 15(6), pages 1-15, March.

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