The Effects of Service Quality to Loyalty Intention: The Mediating Impact of Customer Satisfaction

Abstract

Abstract. In the recent years, the health and fitness industry in Indonesia is growing very rapidly; one of them is Muay Thai Fight Gym. The Fight Gym industry by nature is highly competitive, since almost all of the fight gyms are alike in terms of the programs and the facilities. The management of Rewa Fight Gym needs to know which area that they have to improve in order to increase their visitor's Loyalty. This research aimed is to investigate the level of service quality, customer satisfaction, Consumer Loyalty, and finds the correlation between them. This research was using Service Quality in Participant Sport for assessing service quality in Rewa Fight Gym by constructing 4 sub-dimensions with 62-item questionnaire, Customer Satisfaction model with 5-item questionnaire, Loyalty Intention mode with 4-item questionnaire, and Behavioral Loyalty Survey of Participant Sport Clubs with 4-item questionnaire. The questionnaire was spread to 100 customers of Rewa Fight Gym. After the responses screened and proved valid and reliable, it was analyzed using Path Analysis to investigate the relationship between variable. The results of this research reveal that Rewa Fight Gym is categorized as good based on overall assessment score with every dimension has similar score. The result also reveals that service quality has significant positive impact to Loyalty through Customer Satisfaction and also independently. The implications of this research from both practical and theoretical aspect are discussed for the management of Rewa Fight Gym, fight gym industry, and suggestion as well as for future research.

 

Keywords: Service Quality, Customer Satisfaction, Consumer Loyalty, Participant Sport, Fight Gym