Marketing scholars have attempted to grasp and better understand the dynamics of the relationship that exists between satisfaction and service quality (Bolton & Drew, 1991; Cronin & Taylor, 1992; Taylor & Baker, 1994; Ennew & Bink, 1999; Cronin, Brady, & Hult, 2000; Oliver, 1980; Patterson & Spren, 1997; Parasuraman, Zeithaml, & Berry, 1988; Spreng & Mackoy, 1996).
There is a growing consensus on the causal order of service quality and customer satisfaction. Cronin, Brady, and Hult (2000) provided empirical evidence of reciprocity between satisfaction and quality across several service industries. They found that service quality can be as a determinant of satisfaction using structural equation model. Lately, however, it has been suggested that in addition to service quality and satisfaction, image and service value are also important determinant of customer satisfaction.
The primary purpose of this study was to investigate the relationship between service quality and customer satisfaction. In addition, the secondary purpose was to examine the effect of service value and facility image as mediators of the relationship between service quality and customer satisfaction in commercial fitness center.
Method
Customers of commercial fitness center (N=244) in Seoul, Korea were surveyed on their opinions of service quality, service value, and image of the fitness center and customer satisfaction using stratified sampling method. The proposed research model was tested with structural equation modeling technique.
Analysis/Results
The results of structural equation analysis indicated that the fit of the hypothetical model was found to be “good” (NFI=.97, TLI=.97, and CFI=.98). The results also showed that service quality has a positive effect on service, center image, and customer satisfaction respectively. Service value has a positive effect on center image and customer satisfaction. Center image has an effect on customer satisfaction.
Conclusions
The above results have implications for research and management. First, service value and image as mediators between service quality and customer satisfaction were identified and tested using structural equation model. Second, further evidence is presented that service value and image are important antecedents of customer satisfaction.