Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

Global Journal of Management and Business Research: E Marketing Volume 23 Issue 1 Version 1.0 Year 2023 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Customer Loyalty in the Fitness Club Industry: The Role of Club Communication, Customer Expectation and Perceived Service Quality By Mohammad Alauddin University of Chittagong Abstract - Recently, fitness clubs have become very popular among urban Chinese people due to increased health awareness and the lack of outdoor physical exercise space. The study aims to provide an extended view of industrial business-to-consumer (B2C) connections by linking the theoretical steams of marketing communication. The study examines how firms' marketing communication (FMC) affects customer expectations (EXP) and perceived service quality (PSQ), subsequently influencing fitness club customer satisfaction (CS) and customer loyalty (CL). An online survey was conducted in China, and 300 valid respondents were taken as samples from large fitness club chains. Elementary analyses were done using IBM SPSS version 25; structural equation modeling (SEM) was tested using SmartPLS version 3.2.8. The study demonstrates that FMC is positively linked to EXP and PSQ, which subsequently helps build CL toward fitness clubs in China. Moreover, communication has a negative complementary full-mediation effect on CL through expectation and satisfaction and a positive complementary full-mediation effect on CL through PSQ and CS. CustomerLoyaltyintheFitnessClubIndustryTheRoleofClubCommunicationCustomerExpectationandPerceivedServiceQuality Strictly as per the compliance and regulations of: © 2023. Mohammad Alauddin. This research/review article is distributed under the terms of the Attribution-NonCommercial- NoDerivatives 4.0 International (CC BYNCND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https://creativecommons.org/licenses/by-nc-nd/4.0/. Keywords: consumer expectation, consumer satisfaction, perceived service quality, consumer loyalty, firm marketing communication, fitness club, china. GJMBR-E Classification: LCC: GV557 .C86