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

Table 1: Demographic Information (N = 300) Note: Chinese Yuan (CNY) = 0.15 United States Dollar (USD) b) Instruments of Measurement To operationalize the conceptual model, items from earlier research were adjusted to reflect fitness club characteristics. The first portion of the questionnaire examined consumer perception of fitness clubs using a 7-point Likert scale from "1= strongly disagree to 7 = strongly agree." Except satisfaction was rated on a 7-point Likert scale from “1 = strongly dissatisfied to 7 = strongly satisfied”. In Appendix A, the items and sources of each variable are shown. The second part of the questionnaire includes the demographics of respondents, and fitness club usage experience and frequency, shown in Table 1. The mean age of the participants was 25.01 (SD = 4.83) years old, and females (173 replies, 57.7%) outnumbered males and unmarried (63.3%). The major education categories were junior college (31%) and university graduates (45.7%). Regarding occupation and monthly income, the majority (65.0%) are students, and 61.3% have a monthly income of 8000 CNY or less. Concerning fitness club membership and weekly use, 70.4% of them have at least two years of fitness use experience, and 21.7% have at least one year. Almost respondents (79.7%) show that they use fitness clubs at least three times a week. V. D ata analysis and R esults Quantitative analysis was performed with IBM SPSS 25.0 and SmartPLS version 3.2.8. PLS-SEM was used because it is a reliable method for analyzing Subjects Frequency % “ Gender ” “ Male ” 127 42.3 “ Female ” 173 57.7 “ Age (years) ” “ Young (18-44) ” 165 55.0 “ Middle-aged (45-59) ” 110 36.7 Old (>60) 25 8.3 “ Marital status ” Single 190 63.3 Married 93 31.0 Unwilling to disclose 17 5.7 “ Education ” Below high school or below 70 23.3 Junior college 93 31.0 Bachelor's degree or above 137 45.7 “ Occupation ” Student 195 65.0 Private employee 56 18.7 Government employee 28 9.3 Businessman 21 7.0 “ Monthly income ” 1000 CNY or less 9 3.0 1001 to 5000 CNY 123 41.0 5001 to 8,000 CNY 52 17.3 8,001 to 12,000 CNY 84 28.0 More than 12,000 CNY 32 10.7 “ Gym subscription ” Less than 1 year 24 8.0 “ 1 – 2 years ” 65 21.7 “ 2 - 3 years ” 110 36.7 “ More than 3 years ” 101 33.7 “ Weekly Gym visits ” “ 1-2 times a week ” 61 20.3 “ 3-4 times a week ” 149 49.7 “ > 90 5 times a week ” 30.0 Customer Loyalty in the Fitness Club Industry: The Role of Club Communication, Customer Expectation and Perceived Service Quality 49 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals