Abstract
This research paper aims to investigate how the ambient conditions in fitness centers affect customer behavioral intentions through examining the mediating role of customer emotional states while in the fitness center.  To this end, a conceptual model of relevant research variables was developed based on the extant literature. A questionnaire survey was administered to a convenient sample of 420 fitness center members approached in 10 randomly selected fitness centers in Jordan. The model was validated and tested using structural equation modeling with AMOS 21.0. The findings of analysis demonstrated that fitness center ambience was significant in predicting customers’ pleasure, thereby, their behavioral intentions towards the fitness center. Mediation analysis verified the mediating role of customer pleasure but not arousal on the relationship between fitness center ambient conditions and customer behavioral intentions.  Research findings show the significance of ambient conditions as an influential marketing tool. Also, such findings are deemed insightful to the operators of fitness centers on how the fitness center ambience can be deployed to enrich customer affective experience and to encourage positive behavioral intentions in turn. Discussion, conclusions, and research agenda for future research were also identified.
Highlights
The accelerating fierce competition among enterprises in today’s markets has significantly led marketers to continually innovate and improve their strategies in order to encounter such challenge and to generate more positive marketing outcomes (Kumar et al, 2017)
Reviewing the literature on role of ambient conditions in shaping customer behavioral intentions demonstrates that relatively few empirical studies have examined the influence of ambient conditions on both customers’ emotions and on their behavioral intentions
The current study investigated how a fitness center’s ambience affects customer behavioral intentions through examining the mediating impact of customer emotional states while in the fitness centers in Jordan
Summary
The accelerating fierce competition among enterprises in today’s markets has significantly led marketers to continually innovate and improve their strategies in order to encounter such challenge and to generate more positive marketing outcomes (Kumar et al, 2017). The physical qualities of retail and service stores were found to play a crucial role in affecting customers emotionally, cognitively, and behaviorally (Areni & Kim, 1994; Birgit, 2019; Foroughi et al, 2019; Heung & Gu, 2012; Kumar & Kim, 2014; Laroche et al, 2005; Sanchez-Flack et al, 2020; Wakefield & Baker, 1998) This becomes very apparent when it comes to commercial settings, where customers spend a ijbm.ccsenet.org
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
