The Influence of Fitness Club Servicescape on Customer Usage Satisfaction and Behavioral Intentions: Focusing on Chinese International Students

This paper aims to examine the influence of fitness club servicescape on customer usage satisfaction and behavioral intention among Chinese students studying in South Korea. By doing so, this study aims to provide the clubs with suggestions for the development of more effective service quality strategies for this population. The study, through an online questionnaire, conducts a survey on Chinese international students from 6 universities in Korea. There is a total of 352 valid questionnaires collected. The data are analyzed by the reliability analysis, correlation analysis and multiple regression analysis, which draws the following conclusions: First, the fitness club servicescape generates a positive influence on the usage satisfaction of Chinese international students. Second, the usage satisfaction of Chinese international students has a positive influence on the customer behavioral intentions. Third, the fitness club servicescape generates a positive influence on the customer behavioral intentions. On this basis, targeted proposals are presented to provide a basis for fitness clubs on how to attract and serve Chinese international students.