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

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  • Sevastia Avourdiadou
  • Nicholas D. Theodorakis

Abstract

•We examined the effect of service quality and satisfaction on customer loyalty across different consumption stages.•Data was collected in the context of sports and fitness centres.•Our results indicated that service quality was a major driver of loyalty only for novice customers.•Satisfaction was found to be a major driver of customers’ future behaviours for both groups; however, its impact was significantly greater among experienced customers.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

  • Sevastia Avourdiadou & Nicholas D. Theodorakis, 2014. "The development of loyalty among novice and experienced customers of sport and fitness centres," Sport Management Review, Taylor & Francis Journals, vol. 17(4), pages 419-431, October.
    • Handle: RePEc:taf:rsmrxx:v:17:y:2014:i:4:p:419-431
    DOI: 10.1016/j.smr.2014.02.001
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    Cited by:

    1. Oscar Eduardo Ávila-Rodríguez, Silvana Janeth Correa-Henao, Laura Cristina Henao-Colorado, Héctor Alonso Monroy-Escudero, Jorge Iván Brand-Ortiz, 2021. "Determinantes de la lealtad en la relación entre la Liga Antioquena de Tenis de Campo y sus clientes," Revista CEA, Instituto Tecnológico Metropolitano, vol. 7(15), pages 1-24, September.
    2. Pedro Cuesta-Valiño & Pablo Gutiérrez-Rodríguez & Cristina Loranca-Valle, 2021. "Sustainable Management of Sports Federations: The Indirect Effects of Perceived Service on Member’s Loyalty," Sustainability, MDPI, vol. 13(2), pages 1-24, January.
    3. Manel Valcarce-Torrente & Vicente Javaloyes & Leonor Gallardo & Jerónimo García-Fernández & Antoni Planas-Anzano, 2021. "Influence of Fitness Apps on Sports Habits, Satisfaction, and Intentions to Stay in Fitness Center Users: An Experimental Study," IJERPH, MDPI, vol. 18(19), pages 1-13, October.
    4. Katerina Paschalidou & Efi Tsitskari & Kostas Alexandris & Thomas Karagiorgos & Dionisios Filippou, 2023. "Segmenting Fitness Center Customers: Leveraging Perceived Ethicality for Enhanced Loyalty, Trust, and Word-of-Mouth Communication," Sustainability, MDPI, vol. 15(22), pages 1-19, November.
    5. Ardvin Kester S. Ong & Yogi Tri Prasetyo & Godwin M. Bagon & Christian Hope S. Dadulo & Nathaniel O. Hortillosa & Morrissey A. Mercado & Thanatorn Chuenyindee & Reny Nadlifatin & Satria Fadil Persada, 2022. "Investigating Factors Affecting Behavioral Intention among Gym-Goers to Visit Fitness Centers during the COVID-19 Pandemic: Integrating Physical Activity Maintenance Theory and Social Cognitive Theory," Sustainability, MDPI, vol. 14(19), pages 1-22, September.
    6. 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.
    7. García-Fernández, Jerónimo & Gálvez-Ruíz, Pablo & Fernández-Gavira, Jesús & Vélez-Colón, Luisa & Pitts, Brenda & Bernal-García, Ainara, 2018. "The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers," Sport Management Review, Elsevier, vol. 21(3), pages 250-262.
    8. Daniel Martínez-Cevallos & Alejandra Proaño-Grijalva & Mario Alguacil & Daniel Duclos-Bastías & David Parra-Camacho, 2020. "Segmentation of Participants in a Sports Event Using Cluster Analysis," Sustainability, MDPI, vol. 12(14), pages 1-15, July.
    9. Fernando García-Pascual & Carlos Pérez-Campos & Joaquín García Sánchez & Ana Soto-Rubio & Sergio Aguado Berenguer, 2021. "Models of Sports Management in Fitness Centres. Influence of Sex, Age and Sport Frequency. Linear Models vs. Qualitative Comparative Analysis," Sustainability, MDPI, vol. 13(16), pages 1-11, August.
    10. Ardvin Kester S. Ong & Yogi Tri Prasetyo & Kerr Lorenzo Picazo & Kim Aaron Salvador & Bobby Ardiansyah Miraja & Yoshiki B. Kurata & Thanatorn Chuenyindee & Reny Nadlifatin & Anak Agung Ngurah Perwira , 2021. "Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    11. Antonio Fernández-Martínez & Raquel Pérez-Ordás & Román Nuviala & Mónica Aznar & Ana María Porcel-Gálvez & Alberto Nuviala, 2020. "Communication as a Strategy to Promote Sports and Health Activities Designed for Adolescents," IJERPH, MDPI, vol. 17(13), pages 1-13, July.
    12. 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.
    13. 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.
    14. 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.
    15. Yu-Lung Lee & Lee-Yun Pan & Chin-Hsien Hsu & De-Chih Lee, 2018. "Exploring the Sustainability Correlation of Value Co-Creation and Customer Loyalty-A Case Study of Fitness Clubs," Sustainability, MDPI, vol. 11(1), pages 1-15, December.
    16. Jairo León-Quismondo & Jorge García-Unanue & Pablo Burillo, 2020. "Best Practices for Fitness Center Business Sustainability: A Qualitative Vision," Sustainability, MDPI, vol. 12(12), pages 1-17, June.
    17. Putro Kukuh Hardopo & Siswantoyo & Aman Mohd Salleh, 2020. "Analysis of Effects of Service Quality and Loyalty on Interest Rates of Basketball Athletes in Sahabat Basketball Club Yogyakarta," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 11(2), pages 151-160, August.
    18. Antonio Fernández-Martínez & Víctor Murillo-Lorente & Alberto Sarmiento & Javier Álvarez-Medina & Alberto Nuviala, 2020. "Exercise Addiction and Satisfaction of Fitness Center Users as Precursors to the Intention of Continuing to Engage in Physical Activity," Sustainability, MDPI, vol. 13(1), pages 1-12, December.
    19. Jairo León-Quismondo & José Bonal & Pablo Burillo & Álvaro Fernández-Luna, 2020. "Walkability and Fitness Center Prices, Opening Hours, and Extra Services: The Case of Madrid, Spain," IJERPH, MDPI, vol. 17(15), pages 1-10, August.
    20. 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.

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