Application of the health and fitness service quality scale (HAFSQ) in determining the relationship among service quality, satisfaction and loyalty in the service industry

Abstract

Service quality in health and recreational services represents a growing, yet currently understudied area in the service industry. Consequently, this study proposes an integrated model of health and fitness service quality and examines the relationship among service quality, satisfaction and loyalty. A thirty-nine item health and fitness service quality scale (HAFSQ) developed earlier by the authors was used to measure service quality along eight service quality variables namely, personnel, programming and medical, convenience and information dissemination, functionality and layout, ambience and accessibility, facility attraction, safety and support and membership. The study is based on data collected from 251 commercial health and fitness patrons. The results indicate that service quality positively influences satisfaction which in turn influences loyalty. However, no direct relationship between service quality and loyalty was established. Service quality, however, influences loyalty via satisfaction, that is, satisfaction serves as a mediating variable between service quality and loyalty. Managerial implications and directions for future research are highlighted.

Keywords: service quality, satisfaction, loyalty, reliability, validity, fitness centres

African Journal for Physical, Health Education, Recreation and Dance Vol. 12(3) 2006: 238-251