Examining the Relationships Among Perceived Quality, Perceived Value, Customer Satisfaction, and Behavioral Intention in Turkish Fitness Centers

Abstract

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.

Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey

“…The impact of satisfaction in affecting behavioral intentions was established in numerous studies within the context of fitness management (Çevik and Sevilmiş, 2022; Sevilmiş et al. , 2022a, b). Within the scope of the research, no positive effect was identified between customer trust and behavioral intentions.…”

“…Consumer research acknowledges that consumers have a set of fundamental motivations and that different buying goals motivate them in different ways (Sevilmiş et al. , 2022a, b). Enhancing the fitness center’s entertainment features will improve member’s impressions of the experience, resulting in increased satisfaction and behavioral intentions.…”

“…The number of gym memberships in Turkey is increasing with each passing year (1,830,000 in 2017; 1,950,000 in 2018; 2,100,000 in 2019) (Deloitte, 2019; Sevilmiş et al. , 2022a, b). The latest data show there are 2,555 gyms in Turkey (Yildiz et al.…”

“…(2023) and behavioral intention from studies by Çevik and Sevilmiş (2022), Sevilmiş et al. (2022a, b) and García-Fernández et al. (2018).…”

Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity

“…There are two major approaches to conceptualizing perceived value in previous literature: the uni-dimensional and the multi-dimensional approach [72,73]. The uni-dimensional approach regards value as an essentially utilitarian concept, which is formed based on the price and benefits that are eventually received in terms of functionality [74].…”