Dimensions of Sports and Recreational Service Quality Influencing Fitness Centre’s Member Satisfaction
Keywords:
Customer Satisfaction, Interaction Quality, Outcome Quality, Program Quality, Scale for Service Quality in Recreational Sport (SSQRS)Abstract
Fitness centres in Malaysia remain intensely competitive despite of the industry’s continuous growth.
Many depend on recurring revenue streams to secure their market position. This has made, satisfaction
of customers a prime importance to ensure their survival in the industry through the delivery of excellent
service quality. Basing on this premise, four dimensions of Scale for Service Quality in Recreational
Sport (SSQRS) influencing the satisfaction of fitness centre customers was examined. From a total of
113 questionnaires distributed to customers of a gym, all were returned with valid responses for
analysis. Findings from the study affirmed that SSQRS dimensions were significantly related to
customer satisfaction. Specifically, the outcome dimension demonstrated the greatest impact on
satisfaction among customers of a fitness centre followed by physical environment quality and
interaction quality. Thus, suggesting there is a need for fitness centres to continuously improve their
physical environment quality and outcome quality through personalize workout routines, optimization
of space with value-added service, and offer workout streaming to deliver satisfaction, long term
revenue and continuous growth.
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