Quality and satisfaction in female fitness centers and the moderating roles of age and income: empirical evidence from Saudi Arabia

Abstract

Purpose

Fitness centers have become quotidian fundamentals. Consequently, center managers face escalating competitiveness to sustain their businesses. Saudi Arabia's Vision 2030 emphasizes quality of life and the gravitation toward healthy lifestyles. The service quality of fitness centers is an essential factor influencing customer satisfaction. Owing to the dearth of research on this topic, especially on female-only fitness centers, this study aims to investigate the factors affecting the service quality of female fitness centers in Saudi Arabia regarding satisfaction. Additionally, this study examines the moderating roles of age and income on the relationship between service quality and satisfaction.

Design/methodology/approach

The Service Quality Assessment Scale (SQAS) was adopted with five of the original dimensions (staff, workout facilities, physical facilities, exercise program and locker room) and two newly added dimensions (parking and social environment). This study also investigates the moderating roles of age and income on the relationship between service quality and customer satisfaction.

Findings

All SQAS dimensions positively affected the quality of fitness centers. Furthermore, the service quality of fitness centers increased women's satisfaction, and age and income moderated the relationship between service quality and customer satisfaction.

Originality/value

Fitness centers are highly competitive, and this study offers insights for managers of such facilities to improve customer satisfaction.

Citation

AbouRokbah, S. and Salam, M.A. (2023), "Quality and satisfaction in female fitness centers and the moderating roles of age and income: empirical evidence from Saudi Arabia", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 4, pp. 753-770. https://doi.org/10.1108/IJSMS-10-2022-0186