Perceived Service Quality and Loyalty of Fitness Centers' Customers: Segmenting Members Through Their Exercise Motives

Abstract

The present study aimed to segment fitness centers' members through their exercise motives and further profile them according to their perceptions of service quality and loyalty. Participants (N = 378) filled in a questionnaire measuring: (a) exercise motives, (through the translated-into-Greek EMI-2), (b) service quality, and (c) psychological commitment. An exploratory factor analysis of the motivation scale revealed nine factors. A cluster analysis categorized these factors into five segments that statistically different evaluated service quality and psychological commitment. The marketing implications of results are discussed.

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