Differentiation of Member Satisfaction Toward YMCA Service and Program Qualities with Respect to Demographic Backgrounds.
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CONTRIBUTORS:
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CONFERENCE NAME:
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CONF. LOCATION:
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Virginia Beach, Virginia
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CONFERENCE YEAR:
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2001
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PUB TYPE:
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Conference Presentation
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SUBJECT(S):
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Member Satisfaction, Program Quality, Health-Fitness
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DISCIPLINE:
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Recreation, Sports & Leisure Studies
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HTTP:
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LANGUAGE:
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English
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PUB ID:
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103-371-326
(Last edited on
2002/02/27 18:45:17 US/Mountain)
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SPONSOR(S):
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ABSTRACT:
Dimensions of Satisfaction Toward Service Quality and Their Relationship With Sociodemographics and Consumption Behaviors of Health-Fitness Club Members.
Eddie T. C. Lam, Cleveland State University, 2451 Euclid Avenue, Cleveland, OH 44115
Previous research findings have suggested that service quality is a major determinant that affects customer satisfactions and future consumption behaviors in the sport industry. To date, no valid instrument is available for assessing service quality in the health fitness industry. This study was designed to develop the Service Quality Assessment Scale (SQAS) to evaluate customer perception and satisfaction toward service in health-fitness clubs. After testing its content validity, the SQAS was examined using both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). EFA identified six factors (Staff, Program, Locker Room, Physical Facility, Workout Facility, and Child Care), with alpha reliability coefficients all above .84 and a total variance of 61.34%. After model modification, the fit indexes of the CFA suggested that a five-factor model (without Child Care) with 20 items best fit to the data. MANOVA analyses indicated that the mean vector scores of single members were significantly (p < .05) lower than married members regarding ‘Staff’. Likewise, members who were ‘Professional’ had significant (p < .05) lower mean vector scores regarding ‘Staff’, ‘Program’, and ‘Locker Room’ than their counterparts. This implies that members who are singles or professionals have much higher expectations than their counterparts. Using stepwise multiple regression (MR) analysis, the relationship between the factors of SQAS and the affiliation as well as demographic variables were examined. Significant (p < .05) positive relations were found between ‘Staff’ and ‘Use Frequency’ as well as ‘Household Size’; between ‘Membership Length’ and ‘Locker Room’; between ‘Travel Time’ and ‘Physical Facility’, and between ‘Age’ and ‘Workout Facility’. However, significant (p < .05) negative relations were found between ‘Program’ and ‘Travel Time’ as well as ‘Household Size’; between ‘Locker Room’ and ‘Use Frequency’ as well as “Age’; and between ‘Membership Length’ and ‘Workout Facility’. The results indicated that members tended to use the facility more frequently and stay with the club longer if the staff is friendly and the locker room is clean. On the other hand, members with larger family and those who live further away from the club are more picky on the programs. Further, older adult members tended to use the workout facility more often than the younger ones. All these support the notions that the personnel and the facility of health-fitness clubs are major determinants on member satisfaction and retention. In order to improve service quality or member retention, owners of health-fitness clubs should improve the working standard of their employees, the quality of the program, as well as the cleanliness and maintenance of their facilities (particularly locker rooms).
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