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

References

• Alexandris K, Zahariadis P, Tsorbatzoudis C, Grouios G. An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context. European Sport Management Quarterly, 2004; (4): 36-52.
• Aslan M, Koçak MS. Determination of the service quality among sport and fitness centers of the selected universities. Journal of Human Sciences, 2011; 8(2): 817-833.
• Baker J, Levy M, Grewal D. An experimental approach to making retail store environmental decisions. Journal of Retailing, 1992; 68(4): 445-460.
• Bakırtaş H. Importance in marketing of store atmosphere and emotion at S-O-R paradigm fundamental: A literature review. KMU Journal of Social and Economic Research, 2013; 15 (25): 47-55.
• Bauer HH, Stokburger-Sauer NE, Exler S. Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of sport Management, 2008; 22(2): 205-226.
• Bee CC, Kahle LR. Relationship marketing in sports: A functional approach. Sport Marketing Quarterly, 2006; 15(2): 101-110.
• Beyer T. Determinanten der Sportrezeption. Erklarungsmodell uns kausalanalytische Validierung, Beispiel der Fussballbundesliga. 2006, Wiesbaden: Deutscher Uni. Verlag.
• Biscaia R, Correia A, Rosado A, Maroco J, Ross S. The effects of emotions on football spectators' satisfaction and behavioral intentions. European Sport Management Quarterly, 2012; 12(3): 227-242.
• Bitner MJ. Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing, 1992: 56(2); 57-71.
• Bruhn M. Unternehmens-und Marketingkommunikation: Handbuch für ein integriertes Kommunikationsmanagement. 2012, Vahlen.
• Büyüköztürk Ş, Kılıç Ç, Akgün ÖE, Karadeniz Ş, Demirel F. Bilimsel Araştırma Yöntemleri. 2012: 11. Basım, Ankara, Pegem Yayınları.
• Chelladurai P. Human Resource Management in Sport and Recreation. 1999, Human Kinetics, Champaign, II.
• Gambarov V. Atmosphere in retail stores: Research on factors affecting the consumers retail store choices in Azerbaijan. 2007, Dokuz Eylül University, Social Sciences Institute.
• Girginer N, Fiahin B. A case study of simulation for queuing problem in the fitness centers. Hacettepe J. of Sport Sciences , 2007; 18 (1): 13-30.
• Greenwell TC. Expectations, industry standards, and customer satisfaction. 2007.
• Ha J, Jang SC. Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment, International Journal of Hospitality Management, 2010; 29: 520-529.
• Han H, Ryu K. The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry, Journal of Hospitality & Tourism Research, 2009; 33: 487-510.
• Heinemann K. Einführung in die Ökonomie des Sports. Ein Handbuch. 1995, Schorndorf, Hofmann.
• Hermanns A, Rıedmüller F. Sport und Unterhaltung. Eine neue Dimension. In: Hermanna, Arnold, Riedmüller, Florian(Hg): Management Handbuch Sport Marketing, München, Vahlen 2001; 687-696.
• Heung VCS, Gu T. Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 2012; 31; 1167-1177.
• Howat G, Murray D, Crilley G. The relationship between service problems and perceptions of service quality, satisfaction and behaviroural intentions of Australian public sports and leisure center customers, Journal of Park and Recreation Administration, 1999; 17(2); 42-64.
• http://www.dssv.de/home/statistik/fitness-in-europa/ 10.10.2016.
• Jung GM. Structural Equation Modeling Between Leisure Involvement, Consumer Satisfaction, and Behavioral Loyalty in Fitness Centers in Taiwan. 2007, ProQuest Dissertations and Theses.
• Kalaycı Ş. SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 2009, Asil Yayın Dağıtım, Ankara.
• Karasar N. Bilimsel Araştırma Yöntemi. 2009, Ankara, Nobel Yayın Dağıtım.
• Katırcı H, Oyman M. Customer satisfaction and loyalty in sport centers. Niğde University Journal of Physical Education and Sports Science, 2011; 5(2): 90-100.
• Kennett AK. Showmethemoney Check Cashers, Inc. v. Williams: Show Me the Mutuality-A New Demand Based on an Old Doctrine Changes the Rules for Enforceability of Arbitration Agreements in Arkansas. Ark L Rev, 2001; 54, 621.
• Kim D, Kim SY. QUESC: An instrument for assessing the service quality of sport centers in Korea. Journal of Sport Management, 1995; 9: 208-220.
• Kim WG, Moon YJ. Customers’ cognitive, emotional, and actionable response to the service scape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 2009; 28(1); 144-156.
• Kotler P, Bliemel F. Marketing-Management, 2001,10., Überarbeitete und aktualisierte Auflage. Stuttgart: Schäffer-Poeschel.
• Kotler P. Atmospherics as a marketing tool. Journal of Retailing, 1973; 49(4): 48-64.
• Krafft M, Klingsporn B, Götz O, Hoffmann A, Scheer B, Schurk V. Kunden Karten. Kundenkartenprogramme erfolgreich gestalten. 2007, Online unter URL: http://www. marketing-centrum. de/ifm/kundenkarten/Leseprobe_Kundenkarten.
• Lapa TY, Baştaç E. Evaluating the service quality assessment of individuals attending fitness centers in Antalya. Pamukkale Journal of Sport Sciences, 2012; 3(1): 42-52.
• Liu Y, Jang, SS. Perceptions of Chinese restaurants in the US: What affects customer satisfaction and behavioral intentions?. International Journal of Hospitality Management, 2009; 28(3): 338-348.
• Morrison M, Gan S, Dubelaar C, Oppewal H. In-Store music and aroma influences on shopper behavior and satisfaction. Journal of Business Research, 2011; 64(6): 558-564.
• Okuneva D, Gavrilov V, Muzika V. Torgovom Zale Zastavlyayet Posetiteley Bolşe Tratit. 2005, Novıe İzvestiya, 8: 175, 27.12. Moskova, Rusya.
• Oliver RL. Whence consumer loyalty? The Journal of Marketing, 1999; 33-44.
• Öztürk H, Adiloğulları İ, Ay SM. An investigation of satisfaction levels of customers in healthy lifestyle and fitness center in terms of some demographic variables. Journal of CBU Physical Education and Sport Sciences, 2014; 6(2): 31-38.
• Parasuraman A, Zeithaml VA, Berry LL. A conceptual model of service quality and its implications for future research. Journal of Marketing. 1985; 49(4): 41-50.
• Rohlmann P, Schewe G. Aktuelle Entwicklungen und Tendenzen im Sportmarketing. 2005, In: Schewe, Gernand; Rohlmann, Peter (Hg): Sportmarketing. Perspektiven und Herausforderungen vor dem Hintergrund des Fussball-WM 2006. Schorndorf: Hofmann S. 3-16.
• Ryu K, Jang S. Influence of restaurants’ physical environment on emotion and behavior intention. The Service Industries Journal, 2008; 28(8): 1151-1165.
• Savaş N. Service quality, costemer satisfaction and customer loyalty: A research on the fitness centre members. 2012, Balıkesir University, Social Sciences Institute. Balıkesir.
• Sherman E, Marthur A, Smith B. Store environment and consumer purchaise behaviour: Mediating roler of consumer emotions. Psychology and Marketing, 1997; 14(4): 361-378.
• Soygüden A, Kaya S, Hoş S. Investigation of intended service quality levels in health-fitness centers in Turkey. Niğde University Journal of Physical Education And Sport Sciences, 1997; 9(1):163-178.
• Sulek JM, Hensley RL. The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 2004; 45(3): 235-247.
• Triado XM, Aparicio P, Rimbau E. Identification of factors of customers satisfactions in municipal sport centers in Barcelona: Some suggestions for satisfaction improvement. Cyber Journal of Sport Marketing, 1999; 13: 34-61.
• Ünal S, Akkuş G, Akkuş Ç. The relationship between the atmosphere, emotion, satisfaction and behavioral intention in the food and beverage enterprises. Gazi University Journal of Tourism Faculty, 2014: 1; 23-49.
• Welling M. Das Produkt Fußball? Eine leistungstheoretische Grundlegung zur Identifikation von Produktions- und Absatzspezifika. In :Reckenfelderbaumer, Martin; Welling, Micheal(Hg): Fußball als Gegenstand der Betriebswirtschaftslehre. Leistungstheoretische und qualitatspolitische Grundlagen. Lahr,2003: 5-46.
• Yetim G. The effect of leisure involvement on leisure satisfaction and loyalty: A study on fitness centers in Eskişehir. 2014, Anadolu University, Health Sciences Institute. Eskişehir.
• Yıldız SM, Tüfekçi Ö. Assessment of expectations and perceptions of fitness center customers for service quality. The Journal of Social Sciences Institute, 2010; 13(24): 1-11.
• Yıldız Y. Investigation of the affect of the customer satisfaction on the customer loyalty in fitness centers. Selçuk University Journal of Physical Education and Sport Science, 2012: 14 (2): 217-222.