The Effect of Service Quality on Consumer Satisfaction and Loyalty Depending on Consumption Motivations in the Context of Fitness Centers

Abstract

The purpose of this study was to explore the effect of service quality on consumer satisfaction and loyalty and to examine the moderating effect of consumption motivations in the relationship between service quality and consumer satisfaction in the context of fitness centers. The present study targeted 648 fitness center goers in the city of Busan and the province of Gyeongnam in South Korea, and 606 cases were employed in the final analysis. To test the research hypotheses, the authors conducted descriptive a statistical analysis, confirmatory factor analysis, and latent moderated structural equation modeling. The results showed that overall service quality positively influenced consumer satisfaction, which enhanced consumer loyalty. Additionally, social motivation was found to positively moderate the relationship between service quality and consumer satisfaction, whereas psychological change motivation was found to negatively moderate the relationship. Fitness center managers should enhance diverse service quality components in order to satisfy their consumers, and they should develop strategies for service quality perceptions targeting a high-level group of social motivation and low-level group of psychological change motivation.