Employee interactive quality and perceived value effects on satisfaction and patronage intentions in commercial health and fitness centres in South Africa

Abstract

This study is premised by key variables that are germane in service quality and draws from a synthesis of literature to examine the effects of employee interactive quality and perceived value on satisfaction and future patronage intentions among patrons in commercial health and fitness centres in South Africa. It is located within a quantitative research paradigm and adopts a cross sectional survey. Data was collected from 200 customers who patronise commercial health and fitness centres in Gauteng, South Africa. Confirmatory factor analysis (CFA) supported a model that includes four dimensions, namely, employee interactive quality, perceived value, satisfaction, and behavioural intentions. Using structural equation modelling (SEM) the hypothesised relationships are tested. Significant positive relationships were found between employee interactive quality and perceived value, employee interactive quality and satisfaction, perceived value and satisfaction, perceived value and behavioural intentions and satisfaction and behavioural intentions. However, no significant direct relationship was found between employee interactive quality and behavioural intentions. The parsimonious set of dimensions identified in this study could provide further impetus in health and fitness centre service quality research. The perceived value-behavioural intentions relationship in health and fitness centre, service quality research requires further exploration against the background of health and fitness centre competitiveness, especially those centres that provide no frills low cost facilities in various lower income regions in South Africa. Recommendations, limitations and implications for further research are alluded to.

Keywords: Quality, satisfaction, perceived value, behavioural intentions, interactive quality, health and fitness centres