The relationship between perceived service quality and satisfaction: The case of fitness centres

Service quality and customer satisfaction are important for service providers to increase their potential and make strategic changes. The aim of the study is to determine the relationship between service quality and customer satisfaction in franchise fitness centres. The study was conducted with members (n=250) of franchise fitness centres serving in Mersin. In the study, Service Quality Scale in Fitness Centres (SQSFQ) and customer satisfaction scale were used as data collection tools. Non parametric tests were used to analyse the data. Manny Whitney U test was used for comparisons of paired groups and Kruskal Wallis-H test was used for comparisons of multiple groups. As a result of the study, service quality, service quality sub-dimensions and customer satisfaction are high in franchisee fitness centres. The lowest average in high service quality was determined in the contract sub-dimension. Franchisee fitness centres should provide information on membership extension before signing a contract with their members. Fitness centres should provide trial opportunities to potential customers before signing a contract. The results of the study showed that the results of the service received by the members who prefer franchised fitness centres meet their expectations and that improvements should be made in the contract sub-dimension.