Perceived value, service quality and service convenience on behavioral intentions in fitness centers: a comparison between customers with and without personal training

Purpose This study aimed to propose and test a model that describes the different aspects and mechanisms that influence the behavioral intentions of fitness center customers by examining the relationship between service convenience, service quality and perceived value, comparing customers with and without PT service. This study is highlighted by the need for fitness centers to remain competitive and profitable and the fact that PT services are one of the top ten global fitness trends. Design/methodology/approach Data were collected from 412 fitness center customers. Partial least square structural equation modeling (PLS-SEM) was used to test each proposed hypothesis. Findings Nine of the ten hypotheses tested, between service convenience, service quality, perceived value and behavioral intentions, were supported. The results from bootstrapping supported the indirect effects of service quality and perceived value in the relationship between service convenience, service quality and behavioral intentions. The presence of the PT service affects the majority of the relationships in the model. Research limitations/implications Customers with PT services may have different expectations and perceptions based on the cost associated with the service. Managers may consider adapting their service strategies to these distinct customer segments, offering differentiated service levels or targeted convenience improvements. Originality/value The variables under study integrate a comprehensive model for fitness centers while innovating by incorporating PT services as a moderating variable, providing a differentiated view of how customer segments perceive and respond to fitness center offerings.