The relationship of atmosphere, satisfaction, and loyalty: Sample of a fitness center

Year 2016, Volume: 18 Issue: 2, 103 - 112, 31.08.2016

Mehmet Oztas Ali Sevılmıs Erkan Faruk Sırın

Abstract

In the recent years, that fitness market rapidly
grows, understanding of its importance and change of suggestions according to
demand also revealed the importance of intangible elements as well as tangible
elements. The aim of this study is to measure the relationship of atmosphere,
satisfaction, and loyalty the customers, who are member to a private fitness
center, perceive from this center. The study group consists of 503 participants
(n_male = 465; n_female = 38),
who are at least for six month to a private fitness center, with convenience
sampling method. In this study, “Personal Information Form”, “Perceived Leisure
Time Loyalty and Leisure Time Satisfaction Scale”, and "Fitness Center
Atmosphere Scale" were utilized. In the analysis of data, correlation and
regression analysis was used for examining the relationships between the
variables and explanatory factor analysis for fitness center scale. As a result
of the analyses, it was identified that fitness center atmosphere affected
customer satisfaction and, satisfaction, customer loyalty. This study can cause
the importance of atmosphere in the behaviors of customer satisfaction and
loyalty to be better understood.  

Keywords

Fitness centers, fitness center atmosphere, customer satisfaction, customer loyalty

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