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The Role of Consumer Engagement in Behavioral Loyalty through Value Co-Creation in Fitness Clubs

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  • Mohsen Behnam
  • Mikihiro Sato
  • Bradley J. Baker

Abstract

Using service dominant logic as the theoretical framework, this study examines the associations between consumer engagement, two dimensions of value co-creation (co-production and value-in-use), and behavioural loyalty while considering the moderating role of psychological involvement. Participants (N = 559) were recruited from fitness clubs in Urmia, Iran. Structural equation modelling revealed positive associations between consumer engagement, value co-creation, and behavioural loyalty. consumer engagement had a positive indirect effect on behavioural loyalty through co-production, although not through value-in-use. This suggests operationalizing value co-creation as multidimensional is more appropriate than as a unitary construct. Furthermore, psychological involvement had a moderating effect on the relationship between consumer engagement and behavioural loyalty, where the relationship was stronger for individuals with higher psychological involvement. Findings from this study suggest consumer engagement is a key antecedent of behavioural loyalty and highlight the importance of co-production and psychological involvement in promoting behavioural loyalty at fitness clubs.Co-creation is a multidimensional construct comprising co-production and value-in-use.Co-production and value-in-use are differentially related to behavioural loyalty.Co-production mediates the relationship between consumer engagement and behaviour.Psychological involvement moderates the consumer engagement and loyalty relationship.

Suggested Citation

  • Mohsen Behnam & Mikihiro Sato & Bradley J. Baker, 2021. "The Role of Consumer Engagement in Behavioral Loyalty through Value Co-Creation in Fitness Clubs," Sport Management Review, Taylor & Francis Journals, vol. 24(4), pages 567-593, August.
    • Handle: RePEc:taf:rsmrxx:v:24:y:2021:i:4:p:567-593
    DOI: 10.1080/14413523.2021.1880772
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    Cited by:

    1. Mohsen Behnam & Geoff Dickson & Vahid Delshab & Anna Gerke & Parvaneh Savari Nikou, 2023. "The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media," Post-Print hal-03969039, HAL.
    2. 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.

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