The Impact of Fitness Center Servicescape on Individual Behavior: The Mediating Role of Emotional Response

Abstract

This study assesses the impact of fitness centers' servicescape on individual behavior, exploring the mediating role of the Emotional Response between servicescape dimensions and individual behavior amongst customers of the Malaysian fitness industry. Consumers place great emphasis on the surrounding environmental stimuli which facilitates engagement during active fitness activity. 200 samples were collected from six different Malaysian fitness franchises and questions focused mainly on members perceptions of servicescape and how this affects behavior. Multiple linear regression and mediation model analysis reveals positive direct effects of the Physical and Natural dimensions of servicescape on individual behaviour, whilst mediating effects of Emotional Response are present for indirect relationships of Social and Natural dimension on individual behaviour. The results of this study serve to help the management of the fitness centers' servicescape which will encourage more members' engagement during their fitness regime while improving word of mouth marketing through their increased satisfaction.

Fitness Centers Ambience-Customer Behavioral Intentions Relationship: The Mediating Role of Customer Emotional States

“…This is in line with the findings of previous empirical studies (Bouzaabia, 2014;Lim, et al, 2020;Shashikala & Suresh, 2013). Ong and Yap (2017) for instance, found individual behavioral intentions to be significantly affected by the physical dimension including ambient factors of the servicescape. Likewise, the findings of Bouzaabia (2014) indicated that customers show greater revisit intentions for stores with pleasant ambient scents.…”

Future Intentions of Fitness Center Customers: Effect of Emotions, Perceived Well-Being and Management Variables

“…Therefore, in the literature, during the last decades, management models such as perceived quality, satisfaction or perceived value have been commonly used to predict costumers' future intentions. However, for some time now, there have been variables in different studies that are becoming vitally important in predicting future intentions, among which, we find the emotions-related variables (Pedragosa et al, 2015;Molina et al, 2016;Ong and Yap, 2017). Likewise, these different studies have focused on analyzing, through Mean 35,89 361940,89 17,54 18774,54 327,80 22390606,11 5980,56 3110,27 SD 14,53 362997,07 5,70 20976,66 197,81 28275760,86 4894,99 3649,48 Minimum 18 1 1 1 8 4500 36 9 Maximum 77 1562500 25 78125 625 100000000 15625 15625 Percentiles 10 20 46210,2 9 1728 81 838635 1116 404 50 32 245367,5 16 11520 256 10266480 4096 1728 90 58 886936,25 25 50000 625 66249000 15625 7500 SD, standard deviation; SQ, service quality; SAT, satisfaction; PV, perceived value; FI, future intentions; SWB, subjective well-being.…”

“…Pedragosa et al (2015) argue that both positive and negative emotions influence customer satisfaction and, consequently, influence future behavioral intentions. Similarly, Ong and Yap (2017) analyze the perceptions of customers of fitness centers in Malaysia, stating that the emotional response seems to have a stronger positive relationship with the behavioral intentions of customers.…”

Motivational Models in the Formation of a Strategy for the Development of the Fitness Services Industry in the Region

“…The publications [19][20][21] are devoted to the development of marketing strategies adopted for implementation at fitness clubs. The special role of fitness professionals' training is discussed in the works [22,23].…”