Abstract
The fitness sector has always been linked to the analysis of the loyalty of its consumers. Different studies have shown the importance of sports service and human resources for greater customer loyalty. However, few works have studied how the physical environment or servicescape influences the behavior of consumers in fitness centers based on gender and age. Therefore, the objective of the study was to analyze the relationship between servicescape and the loyalty of fitness center consumers, analyzing through the Importance-Performance Matrix Analysis (IPMA) what the aspects to improve according to gender and age are. The sample was 10,368 fitness center customers (5864 women and 4504 men). After the IPMA, it was concluded that the main improvement margins in general in fitness centers were the equipment and the facility condition, and the facility layout. In turn, in relation to gender and age, the aspects with room for improvement were to a greater extent for equipment and facility condition in women over 21 years of age, and in facility layout for women between 21 and 40 years old and 51–60 years old. Regarding men, the aspects with the highest performance margins were the equipment and facility condition in all the age groups, the facility layout in men up to 50 years old, and the signage in men up to 40 years old and from 51 to 60 years old.
Highlights
The fitness sector is a rapidly growing industry [1]
There are studies in the fitness sector that have analyzed the importance and performance of fitness consumer [12], there is a breach in the sports management literature analyzing through importance-performance matrix analysis (IPMA) the variables servicescape and loyalty according to gender and age. Based on these limitations in the academic literature, the research questions are: Is there a relationship between servicescape and consumer loyalty in fitness centers? what are the aspects of servicescape that can be improved in fitness centers from the point of view of the consumers’ gender and age? Based on the comments and answering to the research questions, this study aims to analyze the relationship between servicescape and the consumers’ loyalty of fitness center, analyzing through the IPMA what the aspects to improve according to gender and age are
The findings provided by the IPMA are important in practical studies that identify the different impacts that certain dimensions of the construct have on the phenomena [13]
Summary
The fitness sector is a rapidly growing industry [1]. According to the International Health, Racquet, and Sportsclub Association [2], there has been a significant growth in the last decade in terms of the number of gyms, fitness clubs, and other fitness centers, as well as the amount of people who join them. At a slower rate than in previous years, the fitness market continues to grow and be consolidated in Europe and Spain [3]. The Spanish fitness sector in 2019 increased its membership by 3.3%, with a penetration of this activity of 11.7%. This has meant 2.352 million euros in terms of income, meaning the fifth position in the ranking of European countries in this regard and continuing its upward trend in the fitness sector. Observing the evolution of recent years, it can be said that the Spanish fitness sector is in a state of maturity, but still with room for growth [3]
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