Dimensions of Sports and Recreational Service Quality Influencing Fitness Centre’s Member Satisfaction

Fitness centres in Malaysia remain intensely competitive despite of the industry’s continuous growth. Many depend on recurring revenue streams to secure their market position. This has made, satisfaction of customers a prime importance to ensure their survival in the industry through the delivery of excellent service quality. Basing on this premise, four dimensions of Scale for Service Quality in Recreational Sport (SSQRS) influencing the satisfaction of fitness centre customers was examined. From a total of 113 questionnaires distributed to customers of a gym, all were returned with valid responses for analysis. Findings from the study affirmed that SSQRS dimensions were significantly related to customer satisfaction. Specifically, the outcome dimension demonstrated the greatest impact on satisfaction among customers of a fitness centre followed by physical environment quality and interaction quality. Thus, suggesting there is a need for fitness centres to continuously improve their physical environment quality and outcome quality through personalize workout routines, optimization of space with value-added service, and offer workout streaming to deliver satisfaction, long term revenue and continuous growth.