Abstract
The purpose of the research is to investigate the relationship between service quality and customer behavior intention in membership sports center of Henan province, China.<BR> To achieve the goal, a total of 671 questionnaires used for analysis. Based on the collected data, Win SAS Ver.9.2 was applied for analysis with frequency analysis, confirmatory analysis, construct validity, correlation analysis and multiple linear regression analysis. The results of this study are as follows: The sub-scales of service quality such as communicability, environmental and social quality factors had a significant effect on the recommendation intention of behavioral intention, but no effect was found in product quality. The sub-scales of service quality such as environmental and social quality factors had a significant effect on word-of-mouth diffusion of behavioral intention, but no effect was found in product quality and communicability factors.
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