How Does Service Environment Enhance Consumer Loyalty in the Sport Fitness Industry? The Role of Servicescape, Cosumption Motivation, Emotional and Flow Experiences

Abstract

The purpose of the current study was to investigate the structural relationship between the servicescape, the emotional experience, space flow, satisfaction, and consumer loyalty in the context of sport fitness centers. Furthermore, the present study aimed to examine the moderating role of knowledge acquisition motivation in the effect of the servicescape on the emotional experience and space flow. For these research purposes, a survey study targeting 400 consumers of sport fitness centers was conducted via online and offline survey platforms in South Korea. After deleting 16 incomplete cases, 384 cases were included in the final data analysis. The results of latent moderated equations modeling (LMS) showed that the servicescape directly enhances the emotional experience and space flow. Also, it indirectly affects consumer loyalty via the emotional experience, space flow, and consumer satisfaction. Meanwhile, knowledge acquisition motivation was found to moderate the effect of the servicescape on space flow. The present study has several theoretical implications. First, the current study illuminates the process mechanism of the effect of the servicescape in sport fitness centers on consumer loyalty. Second, the present study empirically shows different patterns of consumer experiences and decision-making depending on consumption motivation. Based on the results, sport fitness center managers should not only pay more attention to the convenience of their servicescape but they should also design service environments maximizing consumers′ emotional experiences. Additionally, the results imply that assigning exercise beginners to an attractive physical environment is an effective strategy, because they are more likely to evaluate their experiences based on the perceived servicescape.

ANTECEDENTS CUSTOMER DELIGHT AND CONSEQUENCES IT (Study on Padang Restaurants and Sundanese Restaurants in Jakarta)

“…Trust has the greatest effect on the customer's health experience followed by emotion and servicescape (Choi, Kandampully, & Stafford, 2016). The results of modeling the latent moderation equation (LMS) show that the servicescape directly increases the emotional experience and flow of space (Jeon et al, 2021). servicescape (e.g., ambient, spatial layout and signage, and equipment functionality) positively affects participants' service experience and that service experience positively affects participant loyalty (Lee, Fu, & Tsai, 2019) therefore in this study proposed H2: Service scape affect the local food experience.…”

“…Restaurants that offer local food menus provide a cultural ornament in the restaurant environment so that it gives a touch of atmosphere that is different from other restaurants. The relationship between these constructs has been carried out by (Ko & Choi, 2020), (Jeon et al, 2021) and (Lee, Fu, & Tsai, 2019) which state that there is a relationship between servicecape and experience.…”

“…The experience of enjoying an impressive authentic menu of the archipelago has been offered by the restaurant to give a feeling of joy, pleasure and pride in local culinary. (Jeon et al, 2021) and (Escobar Rivera et al, 2019).…”

Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey

“…To assess the service experienced in fitness businesses, it is probable that clues related to the facility are used (Garc ıa-Pascual et al, 2023). At the same time, tangible evidence plays an important role in shaping the experience of the gym user (Jeon et al, 2021;Pizzo et al, 2020). Interaction quality, which is used to quantify experiential quality, relates to the manner in which a service is Experiential quality in the fitness industry provided (Glaveli et al, 2021).…”

“…Interaction quality is related to the interpersonal interactions between gym members and employees in the process of providing fitness services and this comprises an important element of the experience of this fitness service (Pizzo et al, 2020;Sevilmis ¸and Do gan, 2023). Studies in the field of fitness focus on human interactions between mainly fitness trainers and customers to shape the general customer experience (Glaveli et al, 2021;Jeon et al, 2021). Outcome quality emphasizes the results obtained from the fitness service (Foroughi et al, 2019).…”