Abstract
This article aims to analyze the influence of the constructs 'perceived quality' and 'trust' in the repurchase intention in fitness centers and the relationship between the constructs. The sample included 193 respondents members/customers in three gyms in a small city in southern Brazil. The statistical technique used was Structural Equation Modeling (SEM), through which the conceptual model was tested. Results showed that perceived quality and trust positively influence the repurchase intention with a positive relationship existing between those constructs. This research makes it possible to further develop the literature on the topic since there are few studies in the fitness market. Moreover, an analysis of the reality of small cities and small businesses in the market addressed here is also made possible.
Highlights
The gym market represents an important branch of the Brazilian economy and each year the demand for fitness centers increases
With the increase in the number of fitness centers, customers are increasingly demanding and less loyal. This is due to increased competition, decreasing prices, economic recession and competitors' customer acquisition strategies
This study aimed to identify the influence of customers' perception of quality and trust on the intention to repurchase new memberships at a fitness center in the small city in Southern Brazil
Summary
The gym market represents an important branch of the Brazilian economy and each year the demand for fitness centers increases With this growth trend, Brazil is likely to be one of the countries with the largest number of fitness centers. Brazil is likely to be one of the countries with the largest number of fitness centers It currently has the second-largest market of gyms in number of units (with almost 35,000, behind only the United States with almost 39,000); ranks fourth in number of members (9,6 million), and twelfth in revenue (U$2.1 billion), according to the IHRSA Repport (2018). This is due to increased competition, decreasing prices, economic recession and competitors' customer acquisition strategies
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