Examining the Relationship Between Customers' Expectations and Perceptions of Service Quality and Their Repurchase Intentions in Fitness Centers
This study was conducted to examine whether the expected and perceived service quality of customers registered at a fitness center in Bingöl province, regarding the centers where they purchase services, has an impact on their intention to repurchase services from the same center. Approximately 222 individuals, who were registered customers at a fitness center in Bingöl and were selected using convenience sampling, participated in this research. The individuals participating in the study were selected on a voluntary basis. The data collection instruments used in the research included the "Service Quality Evaluation Scale" and the "Intention to Repurchase Sport Services Scale," along with socio-demographic information of the participants. The collected data were analyzed and the results were interpreted using the statistical software package SPSS 22. Descriptive statistics, including arithmetic mean, standard deviation, frequency, and percentage distributions, were employed to gain insights into the participants' socio-demographic information and other group-related questions. The correlation (Spearman) test was used to determine the relationship between the dimensions of service quality evaluation and the intention to repurchase sport services among the participants. Additionally, the Mann-Whitney U and Kruskal-Wallis tests were applied to identify the relationship between the dimensions of service quality evaluation, the intention to repurchase sport services, and certain demographic variables. The results were evaluated at a 95% confidence interval, with statistical significance set at p < 0.05.
The research findings revealed statistically significant differences among groups in terms of participants' evaluations of service quality based on variables such as gender, age, membership duration, weekly workout duration, and the center's fee level. Similarly, statistically significant differences were detected among groups in terms of the intention to repurchase sport services based on variables such as age, weekly workout duration, and reasons for choosing the center. Furthermore, a positive and significant relationship was found between the sub-dimensions of service quality evaluation and the intention to repurchase sport services among the individuals who participated in the study.
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