2023, Vol. 4, Issue 1, Part D
Conceptualizing service quality and satisfaction in fitness services from women's perspective: Evidence from literature and qualitative interviews
Author(s): Tamanna
Abstract: This study aims to conceptualize service quality and customer satisfaction in fitness services from women's perspectives, particularly within the Indian context. Using a qualitative approach, the research integrates findings from an extensive literature review and qualitative interviews conducted with 57 women across three major cities of an Indian State.The study identified seven factors of service quality: workout facilities, ambiance quality, assurance, responsiveness, convenience, sincerity, and comfortable service climate. These dimensions reflect women's unique expectations from gym service providers, emphasizing the importance of culturally sensitive and comfortable service delivery. Findings reveal that customer satisfaction is predominantly driven by health and psychological benefits, while factors like gym attendance, social environment, proximity, fee adjustments, and positive work life balance enhance satisfaction. Satisfaction was reported as the feeling of contentment and fulfilment of needs and was positive, even when service quality was perceived as adequate rather than exceptional. This highlights that service quality and customer satisfaction are distinct constructs in fitness services, with the outcome quality of achieved health and psychological benefits playing a critical role in satisfaction.This study also found that women prioritize safe, comfortable, and women-only spaces (If available), as well as respectful interactions and flexibility in services, reflecting socio-cultural influences unique to the Indian context. This research contributes theoretically by proposing a culturally contextualized service quality model and practically by providing cost efficient recommendations for fitness centers to enhance service delivery and customer retention. These include focusing on staff training, fostering sincerity, and creating inclusive environments tailored to women's preferences. Future research can quantitatively validate the proposed dimensions and explore their applicability in similar and broader contexts.
DOI: 10.22271/27084515.2023.v4.i1d.456
Pages: 379-401 | Views: 369 | Downloads: 230
Download Full Article: Click Here
How to cite this article:
Tamanna. Conceptualizing service quality and satisfaction in fitness services from women's perspective: Evidence from literature and qualitative interviews. Asian J Manage Commerce 2023;4(1):379-401. DOI: 10.22271/27084515.2023.v4.i1d.456
Other Journals