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Examining relationships among process quality, outcome quality, delight, satisfaction and behavioural intentions in fitness centres in Malaysia

Behzad Foroughi (Graduate School of Business, Universiti Sains Malaysia (USM), Minden, Malaysia)
Mohammad Iranmanesh (Graduate School of Business, Universiti Sains Malaysia (USM), Minden, Malaysia)
Hassan F. Gholipour (Swinburne Business School, Swinburne University of Technology, Melbourne, Australia)
Sunghyup Sean Hyun (School of Tourism, Hanyang University, Seoul, The Republic of Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 17 June 2019

Abstract

Purpose

The purpose of this paper is to investigate the effects of process and outcome quality on fitness members’ delight and satisfaction. Furthermore, the relationships between delight, satisfaction and behavioural intention are investigated.

Design/methodology/approach

Data were obtained from a survey of 379 members of fitness centres in Malaysia and analysed using the partial least squares technique.

Findings

The results indicated that process quality and outcome quality had a significant effect on customer delight and satisfaction. Furthermore, customer delight influenced customers’ satisfaction and behavioural intentions.

Practical implications

The findings of this study will help fitness centre managers to understand the importance of outcome quality and delight in addition to process quality and satisfaction in shaping the members’ behavioural intentions, thereby allowing them to differentiate their service from their customers.

Originality/value

This study is the first attempt to investigate the importance of outcome quality and customer delight in the fitness industry.

Keywords

Acknowledgements

This work was supported by the National Research Foundation of Korea(NRF) grant funded by the Korea government(*MSIT) (No. 2018R1A5A7059549). *Ministry of Science and ICT.

Citation

Foroughi, B., Iranmanesh, M., Gholipour, H.F. and Hyun, S.S. (2019), "Examining relationships among process quality, outcome quality, delight, satisfaction and behavioural intentions in fitness centres in Malaysia", International Journal of Sports Marketing and Sponsorship, Vol. 20 No. 3, pp. 374-389. https://doi.org/10.1108/IJSMS-08-2018-0078

Publisher

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Emerald Publishing Limited

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