This study aims to investigate the behavioural consequences of perceived service quality dimensions in the context of private fitness clubs in Greece. Zeithmal, Berry, and Parasuraman's (1996) theoretical framework of behavioural consequences was used for the measurement of behavioural intentions, and the five dimensions of SERVQUAL (Parasuraman, Zeithaml, & Berry, 1988) were used for the measurement of perceived service quality. Three hundred members of three private franchised fitness clubs participated in the study. The results indicated that the service quality dimensions predicted significant and high proportions of variances in word‐of‐mouth communications and purchase intentions across all three facilities. The tangible and assurance dimensions offered the most significant contributions. The results further revealed no significant relationships between the price sensitivity and complaining behaviour dimensions and perceptions of service quality. These results have theoretical implications for developing a framework for conceptualising service loyalty and identifying its antecedents. They also have practical implications for designing effective customer retention strategies.
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