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How Does Service Environment Enhance Consumer Loyalty in the Sport Fitness Industry? The Role of Servicescape, Cosumption Motivation, Emotional and Flow Experiences

Author

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  • Yunkyung Jeon

    (Department of Marine Sports, Pukyong National University, Busan 48513, Korea)

  • Daehwan Kim

    (Department of Marine Sports, Pukyong National University, Busan 48513, Korea)

  • Seungjin Han

    (Department of Sports and Outdoors, Eulji University, Seongnam 13135, Korea)

  • Yihan Huang

    (Department of Marine Sports, Pukyong National University, Busan 48513, Korea)

  • Jinjae Kim

    (Department of Marine Sports, Pukyong National University, Busan 48513, Korea)

Abstract

The purpose of the current study was to investigate the structural relationship between the servicescape, the emotional experience, space flow, satisfaction, and consumer loyalty in the context of sport fitness centers. Furthermore, the present study aimed to examine the moderating role of knowledge acquisition motivation in the effect of the servicescape on the emotional experience and space flow. For these research purposes, a survey study targeting 400 consumers of sport fitness centers was conducted via online and offline survey platforms in South Korea. After deleting 16 incomplete cases, 384 cases were included in the final data analysis. The results of latent moderated equations modeling (LMS) showed that the servicescape directly enhances the emotional experience and space flow. Also, it indirectly affects consumer loyalty via the emotional experience, space flow, and consumer satisfaction. Meanwhile, knowledge acquisition motivation was found to moderate the effect of the servicescape on space flow. The present study has several theoretical implications. First, the current study illuminates the process mechanism of the effect of the servicescape in sport fitness centers on consumer loyalty. Second, the present study empirically shows different patterns of consumer experiences and decision-making depending on consumption motivation. Based on the results, sport fitness center managers should not only pay more attention to the convenience of their servicescape but they should also design service environments maximizing consumers′ emotional experiences. Additionally, the results imply that assigning exercise beginners to an attractive physical environment is an effective strategy, because they are more likely to evaluate their experiences based on the perceived servicescape.

Suggested Citation

  • Yunkyung Jeon & Daehwan Kim & Seungjin Han & Yihan Huang & Jinjae Kim, 2021. "How Does Service Environment Enhance Consumer Loyalty in the Sport Fitness Industry? The Role of Servicescape, Cosumption Motivation, Emotional and Flow Experiences," Sustainability, MDPI, vol. 13(11), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:6414-:d:568991
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    Cited by:

    1. Yihan Huang & Daehwan Kim, 2023. "How Does Service Quality Improve Consumer Loyalty in Sports Fitness Centers? The Moderating Role of Sport Involvement," Sustainability, MDPI, vol. 15(17), pages 1-24, August.
    2. Lucciano Testa & David Parra-Camacho & Ana María Gómez-Tafalla & Fernando Garcia-Pascual & Daniel Duclos-Bastías, 2023. "Local Impact of a Sports Centre: Effects on Future Intentions," Sustainability, MDPI, vol. 15(6), pages 1-15, March.
    3. Fernando García-Pascual & David Parra-Camacho & Gabriel Martínez Rico, 2023. "Customer Experience in Sports Centres: Adaptation and Validation of a Measurement Scale," Sustainability, MDPI, vol. 15(7), pages 1-12, March.
    4. Li Juan & Zhang Yu, 2021. "Crowdsourcing Task Assignment Mechanism Based on Employer Net Profit and Employee Satisfaction," Journal of Systems Science and Information, De Gruyter, vol. 9(4), pages 440-454, August.
    5. Hung-Tai Tsou & Chieh-Chih Hou & Ja-Shen Chen & Minh-Chau Ngo, 2022. "Rethinking Sustainability Hotel Branding: The Pathways from Hotel Services to Brand Engagement," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    6. Chaoyu Yin & Yihan Huang & Daehwan Kim & Kyungun Kim, 2023. "The Effect of Esports Content Attributes on Viewing Flow and Well-Being: A Focus on the Moderating Effect of Esports Involvement," Sustainability, MDPI, vol. 15(16), pages 1-22, August.

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