Influence of Sports Participation on the Behaviors of Customers of Sports Services: Linear and Qualitative Comparative Analysis Models

Abstract

Sports services have become an important enclave for our society. Due to its complete sports offer, customers can perform physical activity that helps them to improve their health and well-being. In fitness centers, managers try to know what their customers are looking for in order to create more personalized experiences, as well as to improve their health. This study seeks to understand the influence that sports frequency has on the future behavior of users of a sports center, using two complementary methodologies. A sample of 383 users of a private sports center was used. The two complementary methodologies used were linear models and comparative qualitative analysis, based on the combination of sets. The results show how sports frequency influences the process of creating users’ future behaviors. Considering that none of the variables are necessary, it is observed that perceived value has a significant influence on users’ future behaviors. The use of two complementary methodologies provides a more complete understanding, which helps sports managers to plan and manage effectively to ensure user satisfaction and loyalty. In addition, facilities can incentivize customers through loyalty programs and promotions to maintain their engagement, as well as healthy styles to encourage service recommendations.

The effect of perceived quality and customer engagement on the loyalty of users of Spanish fitness centres

“…Finally, a strong relationship has been found between perceived value and satisfaction, a relationship that has been found in the fitness sector in various previous studies (García-Fernández et al. , 2018a; García-Pascual et al. , 2023; Sevilmiş et al.…”

“…Finally, a strong relationship has been found between perceived value and satisfaction, a relationship that has been found in the fitness sector in various previous studies (Garc ıa-Fern andez et al, 2018a;Garc ıa-Pascual et al, 2023;Sevilmis ¸et al, 2022;Theodorakis et al, 2014). Likewise, the existence of a strong direct and positive relationship between the satisfaction and loyalty of the clients of these organisations was also observed, as previous studies in the fitness industry had pointed out (Avourdiadou and Theodorakis, 2014;Çevik and Sevilmis ¸, 2022;Garc ıa-Fern andez et al, 2018a;Trail et al, 2005).…”

“…Research carried out in recent decades on fitness centres has been oriented towards global studies, focussed primarily on perceived quality and perceived value (García-Pascual et al. , 2023).…”

“…Research carried out in recent decades on fitness centres has been oriented towards global studies, focussed primarily on perceived quality and perceived value (Garc ıa-Pascual et al, 2023). Regarding its conceptualisation, perceived quality is understood as "the result of an evaluation process in which clients compare their expectations with the service they perceive to have received" (Gr€ onroos, 1984, p. 37).…”