Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator

Abstract

PurposeThis study examined the relationships between service encounter, perceived value, and repurchase intention in the fitness service sector through the theoretical lens of service-dominant logic. In addition, the mediating role of perceived value and the moderating role of service innovativeness were examined.Design/methodology/approachParticipants (n = 806) were drawn from fitness center customers in Taiwan using a convenience sampling technique. Partial least square structural equation modeling was used to test the hypotheses in the research model.FindingsThe results showed that service encounter had a positive impact on perceived value, which in turn affected repurchase intention. Moreover, the full mediating effect of perceived value was identified in the relationship between service encounter and repurchase intention. In addition, service innovativeness positively moderated the effect of service encounter on repurchase intention.Originality/valueThis study provides empirical evidence on the impact of staff-customer interactions (i.e. service encounter) on customers' perceptions and behaviors and identifies the critical role of perceived value as a mediating mechanism as well as a facilitating role of service innovativeness in enhancing repurchase intention.

Marketing strategies of the female-only gym industry: A case-based industry perspective

“…Enterprises need proper pricing tactics to generate the greatest investment returns and to control their operations' efficiency. Consistent with the findings of past studies, Curves' pricing strategies have enabled stable profit increases (Wang and Chiu, 2022). Respondents stated that the profit formula in Curves' operating model consists of word-of-mouth marketing (i.e., word-of-mouth advertising among customers), which accounts for up to 50% of monthly profit; brand marketing (i.e., using signboards, the internet, and advertisements to increase brand impressions), which accounts for up to 25% of monthly profit; and proactive client development, including distributing flyers and newsletters and direct mail, which accounts for up to 25% of monthly profit.…”

“…Studies of the fitness marketing strategies of today's fitness centers have shown the importance of different customer groups' levels of satisfaction regarding the centers' service quality. Most studies focused on customer satisfaction and service quality, but the four elements of the marketing mix and their role in the development of fitness centers' marketing strategies have been often overlooked (Chang, 2020;Andreasson and Johansson, 2021;Wang and Chiu, 2022). This study describes marketing strategies for the female market by examining the combination of the four elements of the marketing mix.…”

“…It is the first female-only gym in Taiwan. Currently, there are more than 140 branches in Taiwan with more than 50,000 members (Wang and Chiu, 2022). Curves is a fitness environment tailored for women.…”

“…Due to increased awareness of health and wellness, fitness centers have become more prominent in the sports market sector (Wang and Chiu, 2022). In addition to strengthening the body and enhancing health, exercise can sculpt the body and improve one's self-image (Farrell et al, 2011;Shaw, 2012;Andreasson and Johansson, 2013).…”

“…However, most studies have focused on consumer satisfaction and service quality (Wang and Chiu, 2022). Some discuss women's requirements for sports and leisure activities.…”