How Does Service Quality Improve Consumer Loyalty in Sports Fitness Centers? The Moderating Role of Sport Involvement

In the context of sports fitness centers, understanding the relationship between service quality and customer experience is crucial for enhancing customer loyalty and building long-term relationships. This study aims to explore the impact of service quality factors on customer satisfaction, trust, commitment, and loyalty, with a specific focus on the moderating role of sport involvement in shaping consumer experiences and perceptions. For this purpose, a cross-sectional survey was conducted with 606 consumers of sports fitness centers in Zhengzhou, China. The results of a latent moderated structural equation (LMS) analysis via Mplus version 8 indicate a positive relationship between tangibility, reliability, responsiveness, assurance, and empathy with customer satisfaction in sports fitness centers. Additionally, customer satisfaction positively affects trust and customer commitment, which in turn positively affect loyalty. Furthermore, sport involvement moderates the effects of reliability, responsiveness, assurance, and empathy on satisfaction. Finally, trust and commitment mediate the relationship between satisfaction and loyalty. The present study has theoretical implications through illuminating the process mechanism of the effect of service quality on consumer loyalty, and it empirically shows different patterns of consumer experiences depending on sport involvement. Additionally, the results provide practical implications for developing effective service quality in sports fitness centers.