Building Brand Image and Customer Satisfaction Among Female Patrons: Winning Formula for Boutique Fitness Centres in Malaysia

The purpose of the study is to investigate the significance of service quality dimensions, investigate their influence on brand image, customer satisfaction, and loyalty, and uncover the interconnections among these factors among female customers of boutique fitness centres in Malaysia. The data collected through a self-administered online questionnaire from 192 female respondents were analysed through PLS-SEM. The findings highlight the importance of assurance in assessing service quality for female segments. It reveals that women prioritise relationship-building, service quality, and safety. The brand image of boutique fitness centres significantly mediates the relationship between service quality and satisfaction among female customers, even though service quality has no direct impact on satisfaction. Furthermore, the brand has no significant influence towards customer loyalty. This study offers fresh insights into the service quality of boutique fitness centres, explicitly focusing on the female segment and examining its relationship with brand image, satisfaction, and loyalty. It contributes to the theoretical and empirical literature concerning service quality, brand image, customer satisfaction, and loyalty within the context of female customers of boutique fitness centres in Malaysia. Future studies could explore qualitative research and additional variables in this context.