Abstract:

This study examined the hierarchical relationship among service quality, customer satisfaction and customer loyalty for sports and physical activity sector. Considering the service characteristics and heterogeneous nature of sports services, it is conceptualized that customer satisfaction will play a mediating role between service quality and customer loyalty. Using previously developed and tested instruments in the literature, the relationship among these constructs were empirically tested using primary data collected (n=172) from current customers of a large sports and physical activity center, which specializes service offerings in the area of water sports and exercises. Consequently, it was revealed that customer satisfaction played a partially mediating role in the relationship between service quality and customer loyalty.

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