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

Oliver, 2014; Parasuraman et al., 1994a; Robinson, 1999). However, current research suggests a conflicting characteristic of expectations (Habel et al., 2016; Ofir & Simonson, 2007). Contrary to the standard assumption, expectations are either confirmed or disconfirmed based on any discrepancy between expectations and service quality. Regarding the confirmation effect, EXP increases CS by providing ways to meet or exceed EXPs (Almsalam, 2014; CİZRELİOĞULLARI et al., 2021; Ryker et al., 1997; Zhang & James, 2020). Inversely, as higher expectations are more challenging to meet, increasing EXPs tends to evoke disconfirmation and thus negatively influences satisfaction (Habel et al., 2016; Poister & Thomas, 2011) and loyalty (Rahman et al., 2017). To meet the growing demand for fitness clubs and stay fit and healthy, particularly after the Covid-19 pandemic (Chankuna & Sriboon, 2022), fitness clubs are diversifying their services by offering more specialized services tailored packages to meet EXPs better than competitors. Under this rivalry situation, the increasing popularity of fitness clubs is also driving up the competition in the industry (Zhai, 2021). As a result, firms start to follow niche marketing by customizing their service plan and communicating directly with their target customers, which ultimately increases customer service expectations (Alexandris et al., 2001). In these circumstances, the higher customer’s expectations of the fitness services, the less likely it is that the customer’s expectations are met or exceeded by the club’s service quality (Habel et al., 2016). Considering the rivalry attitude of fitness firms in the Chinese fitness industry, the study proposes that customer expectations negatively affect satisfaction and loyalty. We derive this proposition from the literature on confirmation- disconfirmation (Ashfaq et al., 2019; Oliver, 1980). Thus, we developed the following relationships to explore the linkage from the Chinese fitness clubs market: H1: EXP Positively Affects PSQ. H2: EXP Negatively Affects CS. H8: EXP Negatively Affects CL. b) The Effect of Perceived Service Quality (PSQ) The quality of service has long been perceived as one of the most important issues in marketing literature, as it is directly related to CS and business profitability (Xu et al., 2021). PSQ is an evaluation method in which customers rate the excellence of a service relative to their expectations (Brady & Cronin, 2001; Grönroos, 1984). Parasuraman et al. (1988) indicated this viewpoint, defining service quality as “a global judgment or attitude relating to the superiority of a service” (p. 16). The quality of a service depends on the customer’s opinion of the service itself, the service’s delivery, and the customer’s overall experience with the service (Grönroos, 2000; Ko & Pastore, 2004; Zeithaml et al., 1996). A consumer’s satisfaction with a service depends on how well it satisfies their expectations (CİZRELİOĞULLARI et al., 2021). CS pioneered all novel endeavors (Parasuraman et al., 1994b). When consumers’ perception of service exceeds their expectations, they will likely be satisfied with it (Hussain et al., 2015; Lee et al., 2011; Tsitskari et al., 2014a). In today’s competitive and ever changing economic climate, businesses compete by distinguishing themselves through the quality of their services (Albayrak & Caber, 2014; Freitas & Lacerda, 2019). In marketing literature, numerous studies revealed that service quality is linked to several customer outcomes, including (Dias et al., 2019; Gonçalves et al., 2014; Javadein et al., 2008; Miranda et al., 2018; Yu et al., 2014). Levesque and McDougall (2000) contend that PSQ influences levels of satisfaction, which in turn determines future behavior intentions; they acknowledge a causal relationship between the two concepts (Afthanorhan et al., 2019; Alexandris et al., 2001; Pedragosa & Correia, 2009). Accordingly, Moreira and Silva (2016), the quality of service is crucial for satisfaction and word-of-mouth in health clubs. Zopiatis et al. (2017) found that hotel guests’ ratings of their fitness centers and the friendliness of their personnel are significant contributors to their satisfaction with these services as a whole. Recent research by García- Fernández et al. (2018a)conducted a study on low-cost fitness centers in Spain, and research results revealed that PSQ has a positive link with CS and CL. As such, the following hypothesis is advanced. H3 . PSQ has a Positive Relationship with CS. H9: PSQ has a Positive Relationship with CL. c) The Effect of Firm Marketing Communication (FMC) Previous research suggests that a firm’s relationship with customers through FMC to share messages shapes customer perceptions in the markets (Morgan & Hunt, 1994). Communication is an interactive dialogue between the organization and its customers during the pre-selling, selling, consuming, and post- consuming stages (Sitepu et al., 2019). The evaluation of CS in a firm highly depends on how well its marketing communication meets receiver-specific needs and wants (Hänninen & Karjaluoto, 2017). Prior empirical research has revealed that CS and dissatisfaction with a brand, product, or service may affect subsequent consumer behavioral patterns (Agarwal & Kapoor, 2014). Satisfied customers always return to the firm, repurchase the product, and recommend it to others. Inversely, a customer who is not satisfied may file a complaint to the company. Dimyati (2015) conducted an empirical study on the IM3 user community in Jember Regency, and the study findings reveal that communication has a significant positive relationship with CS and loyalty. Similarly, Gaurav (2016) conducted Customer Loyalty in the Fitness Club Industry: The Role of Club Communication, Customer Expectation and Perceived Service Quality 47 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals