Customer Loyalty and Fitness Centers Competitiveness: The Role of Service Convenience and Multidimensional Perceived Value

The Introduction of the Service Convenience in the Fitness Industry

Berry et al. (2002, p. 4) defined SC as “the perceived time and effort related to buying or using a service by a consumer”. Consumers expend time and effort to search for product information, choose a seller, access a store or complete a purchase. Consumers chose businesses they think will reduce this time and effort (Eryiğit & Fan, 2021; Jiang et al., 2023; Kumar et al., 2020). SC plays an important role in understanding the perceptions, attitudes and behavior of consumers (Jebarajakirthy & Shankar, 2021).

Different scales are used in the literature with the aim of assessing SC perceptions. For example, some researchers assessed SC by expanding it into five dimensions of decision, access, process, benefit and post-benefit convenience (Colwell et al., 2008; Eryiğit and Fan, 2021; Kumar et al., 2020). If differentiation is to be made between SC scales and models created in this framework, it was proposed that SC may be measured with a range of elements in a unidimensional approach (Jiang et al., 2023). Researchers defending this idea measured SC in a single dimension focusing on the primary determinants of perceived SC related to the non-monetary expenditures of time and effort (Jiang et al., 2023; Zeqiri et al., 2022).

In this way, SC aims to minimize the sacrifice or psychological stress associated with purchasing or using a service, which can be of different types. In fitness services, it is considered as the elements that reduce the time and effort spent by the member while using the fitness service (García-Fernández, Gálvez-Ruiz, Fernández-Gavira, et al., 2018). Time and effort are non-monetary costs that consumers have to incur in order to obtain the service. In general, the greater the time costs associated with the service, the lower consumers’ perceptions of SC (Berry et al., 2002). Considering that customer comfort is an important factor in fitness businesses, serviceability is a key factor for the fitness industry. Although the service is provided face-to-face, members who consume fitness services face many difficulties in terms of time and energy expenditure. This reveals the importance of investigating the SC in fitness centers. For example in this industry, non-monetary sacrifices such as the time it takes to go to the facility from the fitness member’s workplace or home, the accessibility of the fitness room, public transportation services, access to private parking, importance or need can be counted as SC (García-Fernández, Gálvez-Ruiz, Fernández-Gavira, et al., 2018).

The Proposal Model Between Service Convenience, Multidimensional Perceived Value, Customer Satisfaction, and Future Intentions in the Fitness Industry

Perceived value is “the customer’s overall assessment of the benefits of a product based on their perception of what is given and received in return” (Zeithaml, 1988, p.14). Value includes many benefits and sacrifices (Patterson & Spreng, 1997). In the literature, the effect of SC on perceived value was proven, with both SC and perceived value considered unidimensional constructs (Chang et al., 2010). Zeqiri et al. (2022) identified a positive effect of SC on perceived value in research completed about people shopping online. In research completed with smart cabinet customers, Yuen et al. (2019) stated SC had a positive impact on perceived value. In the fitness literature, García-Fernández, Gálvez-Ruiz, Fernández-Gavira, et al. (2018) identified that SC perceptions of fitness center members affected unidimensional perceived value.

However, perceived value is a multidimensional construct derived from price, quality, quantity, benefit and sacrifice (Sánchez-Fernández & Iniesta-Bonillo, 2007; Sevilmiş & Çevik, 2021). Some researchers consider the multidimensional construct of perceived value (functional-price/value for money and performance/quality, emotional and social dimensions of value) to be valid and reliable (El-Adly, 2019; Jebarajakirthy & Shankar, 2021; Sevilmiş et al., 2022). As a result, perceived value is proposed to be based on a multidimensional construct encompassing emotional, functional, social and economic dimensions that critically create positive emotions and CS (Carvache-Franco et al., 2022). For this reason, in this research, it is considered that the benefits obtained from the fitness value are a concept that includes emotional, functional, social and economic dimensions as well as individual assessment as opposed to the sacrifice required. As described above, we propose the following hypotheses between SC and perceived value dimensions:

In relation to the CS concept, Hallowell (1996, p. 29) defined CS as the “result of a customer’s perception of the value received”. When the relevant literature is examined, research related to perceived value and CS focuses on the fact that perceived value has a one-dimensional structure and emphasizes that this perceived value can be measured with a single general expression (Chiu et al., 2017; García-Fernández, Gálvez-Ruiz, Fernández-Gavira, et al., 2018; García-Fernández, Gálvez-Ruiz, Vélez-Colon, et al., 2018; Yu et al., 2014). However, sports researchers stress that perceived value is a multidimensional structure consisting of interrelated qualities (Kunkel et al., 2017). The benefits that fitness members receive from fitness centers have a multidimensional feature (Sevilmiş and Çevik, 2021). For example, Sevilmiş et al. (2022) report that fitness members highly regard SV, FV, ECV, and EMV benefits. In fact, they value product attributes (physical attributes) that provide functional benefit to consumers, as well as its acceptance by other members of society and/or the product or service meeting the desired value, providing innovation, satisfying knowledge and desire (epistemic value). Therefore, in this study, the relationship between perceived value multidimensionality (SC, FV, ECV, and EMV) and CS is discussed. All this leads us to propose the following hypotheses:

On the other hand, behavioral intentions are defined as “the behavioral tendency of the consumer that emerges based on the perceived feeling, experience and cognitive evaluation of consumption” (Spears and Singh, 2004, p. 55). Behavioral intentions have often been investigated in the fitness sector literature (Çevik and Sevilmiş, 2022). Some studies have seen CS as the antecedent variable affecting BI, and positive CS experience can affect fitness members’ decisions, such as repurchase and recommending to others (Baena-Arroyo et al., 2020; Eskiler & Altunişik, 2021). It has been revealed that if the member is not satisfied with the fitness center, they develop counter-intentions such as leaving the center (Yu et al., 2014). As a result, it can be said that the most important variable that reveals this is CS, while behavioral intentions provide a clue about whether fitness members will repurchase the fitness service. Based on this entire theoretical conceptual framework, the following hypotheses have been proposed:

Research Design

This study used CB-SEM, a more demanding method with data and especially indicated when the objective of the investigation is the verification and confirmation of the theory (Dash & Paul, 2021), in this case considering the theory and previous investigations as a starting point.

Sample and Study Context

A total of 326 participants (180% or 55.2% men, and females were 146 or 44.8%) enrolled in the study, which used intentional non-probability sampling, a method according Tongco (2007) that is more effective when one needs to study a certain cultural domain. The average age of the fitness members participating in the study was 27.65 (±9.34) years. It was determined that 38% of the participants were high school graduates and 61% were single. In addition, 54.6% of the participants are members of the fitness center for up to 6 years.

Measures

The measurement tool was created by making use of previous research. The questionnaire was extensively reviewed, modified and approved by a group of four (two academics and two linguists) experts in the research methods, consumer behavior and fields. The content validity was determined in order to provide evidence of the suitability of the instrument in the content area that is to be measured (Muijs, 2011). To do so, the questionnaire items were distributed to 12 fitness members. At this stage, fitness members were asked to report general comments on the questionnaire items (such as their comprehensibility). The opinions of fitness members were taken into account and small subsequent changes were made to the survey. The measurement items were adapted for SC types from García-Fernández, Gálvez-Ruiz, Fernández-Gavira, et al. (2018) and Baena-Arroyo et al. (2020), for the perceived value dimensions from Kim et al. (2020) and Sweeney and Soutar (2001), for CS from Chiu et al. (2019), Glaveli et al. (2021), Fernández-Martínez et al. (2020) and Foroughi et al. (2019), and for BI from García-Fernández, Gálvez-Ruiz, Fernández-Gavira, et al. (2018), García-Fernández et al. (2020), and García-Pascual et al. (2020). SC was measured with five items, the perceived value dimensions with 22 items (eight items to SV, five items to FV, five items to EMV, four items to ECV), CS with four items, and BI with four items. All research items was used a 5-point Likert scale ranging from strongly disagree (1) to “strongly agree” (5).

Procedure

The data was collected in Hatay, one of the metropolitan cities of Turkey, considering suitable those fitness centers that met a series of characteristics: at least two thousand members, offering cardiovascular, strength and group training. To carry out the investigation, the different fitness centers was first contacted, and necessary permission was obtained for the collection of information. The data were collected before and/or after the training so that fitness center members could correctly answer the scales used in the research context. Before starting, the participants had information about the objectives of the study, voluntary and anonymous participation, as well as written informed consent that they were required to accept in order to begin answering the questionnaire, whose approximate completion time was 10 to 15 min.

Data Analyses

The hypotheses created depending on the theoretical and conceptual framework were tested through structural equation modeling (SEM) using Amos 22.0 software. Confirmatory factor analysis (CFA) of the measurement model was carried out using maximum likelihood estimation. For both CFA and SEM analysis, goodness-of-fit was assessed using different indices: χ²/df, CFI, IFI, TLI, PCFI, RMSEA. Additionally, internal consistency criteria were provided with Cronbach’s alpha (α) and composite reliability (CR), the average variance extracted (AVE) was estimated to evaluate the convergent validity, and lastly, the discriminant validity were also evaluated.

Limitations and Future Research

Although the current study contributes to the understanding of the effects of SC, multidimensional perceived value, CS and BI in fitness centers, there are limitations in this study. First of all, the perceived value perceptions for the customer may change over time in different individuals and samples (El-Adly, 2019; Gallarza et al., 2016; Sevilmiş et al., 2022). This may cause different relationships between the variables. For this reason, conducting different studies in different countries or in different sample groups will allow a better understanding of the relationship between SC, multidimensional perceived value and CS. In addition, the inclusion of personal variables (such as membership duration) in this established model will allow a better understanding of the members’ perceptions of ease of service, multidimensional perceived value, CS and BI.

Implications of the Study

First of all, the effect of SC on the SV, FV, EMV and ECV was determined. This result shows that the conveniences provided to fitness customers affect each value perception positively. For this reason, fitness center managers can offer suggestions that can provide more convenience to fitness members. The main point here is to determine the positive effect of SC on each value sub-dimension. This situation offers fitness center managers new opportunities to positively affect perceived value. In other words, the ease of transaction, access, decision and benefit provided to fitness members positively affects each of their value elements. For this reason, fitness managers should create facilities where they can handle their transactions more easily without making the customer wait. Here, fitness managers should consider not only factors such as perceived quality, but also other factors such as time and effort to provide SC in order to increase their customers’ perceptions of value. Many research results report that SC will lead to higher value (García-Fernández et al., 2016; García-Fernández, Gálvez-Ruiz, Fernández-Gavira, et al., 2018).

One of the other important results of this study is that while there is a direct effect between the ECV and the FV and CS, no effect was detected between the SV and the EMV and CS. These findings may have important implications for fitness managers. First of all, each fitness member attaches importance to different value elements. The most important factor affecting CS is ECV. Here, fitness center managers can attempt to increase the output that members get from the fitness product for the money they pay, because CS is related to perceived utility. For this reason, fitness center managers can primarily provide services for the benefits that fitness members will perceive from the fitness product. Considered in this context, the fitness customer can take measures to maximize these benefits in return for the money they pay, with whichever motivation factor (weight loss, weight gain, muscle building) brings about their visit to the fitness center.

Another finding is the effect between the perceived FV of fitness members and CS. The more fitness center managers can increase FV elements, the more members can increase their CS. Considering that perceived value is related to factors such as physical performance quality, the fitness center managers’ emphasis on these factors will increase the CS perceptions of the members.