The Impact of Service Quality on Exercise Satisfaction and Continuance Intention in AI-Based Fitness

This study aimed to examine the impact of service quality on exercise satisfaction and continuance intention in the AI-based fitness service market. As AI technologies expand in health and fitness, it is important to identify how users evaluate service quality and whether the traditional service quality framework remains applicable in this context.<br/> Service quality was conceptualized through the SERVQUAL model, consisting of tangibility, reliability, responsiveness, assurance, and empathy. Data were collected through an online survey, yielding 406 responses. After excluding incomplete cases, 402 valid responses were analyzed using multiple regression to assess the effects of the five dimensions on exercise satisfaction and continuance intention.<br/> The findings indicated that all five dimensions had significant and positive impacts on both outcomes. Reliability and assurance were the most influential, highlighting the need for accurate and consistent AI-driven feedback, along with scientific validity and data security in exercise programs. Tangibility, responsiveness, and empathy also contributed, but their effects were comparatively weaker.<br/> In conclusion, this study confirms that the SERVQUAL model can be effectively applied in technology-based services and underscores the central role of reliability and assurance in shaping satisfaction and continuance intention within AI fitness services.