Authors: Jon Lim, Bryan Romsa, & Suzannah Armentrout
Jon Lim is an Associate Professor of Sport Management at the Minnesota State University, Mankato.
Bryan Romsa is an Assistant Professor of Sport Management at the South Dakota State University.
Suzannah Armentrout is a Professor of Sport Management at the Minnesota State University, Mankato.

Corresponding Author:
Jon Lim, Ed.D.
Minnesota State University, Mankato
1400 Highland Center
Mankato, MN 56001
jon.lim@mnsu.edu
507-389-5231

ABSTRACT
While the importance of customer loyalty has been recognized in the marketing literature, empirical research on the antecedents of customer loyalty and their relative importance to predict loyalty in the health and fitness club context has been lacking, especially for women-only clubs. Thus, this study investigated the impact of customer perceived value, satisfaction, and service quality on customer loyalty in women-only health and fitness clubs. The participants for this study consisted of 221 adults who were current members at women-only health and fitness clubs in a major metropolitan area in the Midwest. The results of the multiple regression analysis revealed that customer perceived value, satisfaction, and service quality significantly influence customers’ psychological commitment and behavioral intentions of membership renewal and customer referrals. Therefore, the higher customer perceived value, satisfaction, and service quality, the higher customer loyalty. The findings suggest that customer loyalty can be generated through improving customer value, satisfaction, and service quality.

(more…)