The effects of sense of community on perceived value, consumer satisfaction and future intention in the low-cost fitness clubs

Abstract

ABSTRACT Research question Dropping out of the club membership is a serious problem faced by low-cost fitness clubs. The previous research showed when the membership period extended, the dropping out rate was replaced by the continuance of the membership. In this context extending the duration of membership is important for low-fitness clubs. Since the sense of community creates a catalyst effect on the continuance of membership, the sense of community could be important. However, little is known about the effect of it in sports consumer literature. The present study therefore attempts to examine the theoretical relationship between sense of community, perceived value, consumer satisfaction, and future intentions in low-cost fitness clubs. Research methods Members from four fitness clubs located in Eskişehir, Turkey (n = 384) were surveyed. Partial least squares structural equation modeling was used to test the research model. Results and Findings The results showed that sense of community played a crucial role for enhancing the perceived value and consumer satisfaction of low-cost fitness club members. Implications This study investigated the effect of sense of community on the sport consumer’s behavior and provided empirical evidence of the effects of sense of community on post-consumption attitudes of low-cost fitness club members.