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The purpose of this study is to analyze the relationships among perceived quality, perceived value, customer satisfaction, and behavioral intention in Turkish fitness centers. The data were collected from 305 fitness customers (149 women and 156 men) using the quantitative method of a questionnaire. The main procedure of this study was to conceptualize fitness clubs’ perceived value as a multidimensional construct of four dimensions. Through a comprehensive review of the literature, a questionnaire was developed to measure perceived quality, perceived value, customer satisfaction, and behavioural intention, which took into consideration the unique characteristics of Turkish fitness centers. After examining the measurement properties by conducting confirmatory factor analysis and structural equation model analysis, the results revealed positive relationships among perceived quality, perceived value, customer satisfaction, and behavioral intention. The findings showed that perceived quality was positively related to social value, functional value, emotional value, and economic value. Likewise, functional value and economic value were positively related to customer satisfaction, and social value and emotional value were not positively related to customer satisfaction. Finally, customer satisfaction was related to behavioral intentions. The implication for management is significant as it shows that quality management is important for the different dimensions of value. Therefore, sports managers must work on quality processes to achieve positive perceived quality and its consequences, such as perceived value or behavioral intentions. This chain of positive perceptions improves consumer loyalty.

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The aim of the study was to determine the most suitable fitness center for members by using the Analytical Hierarchy Process (AHP) method, which identifies the criteria fitness members consider when choosing a fitness center. First, interviews were conducted with 20 fitness center members to determine the criteria. Then, the values obtained from the comparisons between the criteria, made by experts, were analyzed and evaluated using the AHP method. Eight criteria were determined: instructor qualification, interactions, cleaning, price, staff qualification, atmosphere, accessibility, equipment modernity and variety. Then alternatives to fitness centers were defined (low price, middle segment, premium) and a group of five experts was formed, consisting of members of various fitness centers and experts in sports sciences, and academics who conduct customer behavior research in fitness centers. Based on the opinions of experts, three alternatives and eight selection criteria were used in the evaluation. Alternatives are listed based on the findings. In the first phase of the study, weighting of the criteria and consistency calculations were performed, after which each criterion was weighted in relation to every alternative. As a result, the best alternative was calculated. According to the findings, price was determined to be the most important criteria in renewing fitness center membership, while premium fitness centers were determined to be the most important alternative. The research provides suggestions for reducing dropout rates and for the decision to renew memberships in fitness centers (such as flexible pricing, customer interaction, quality, and equipment modernity).