Effect of Customer Experience Quality on Loyalty in Fitness Services

Abstract Customer experience quality is an important and relatively new concept for service businesses in gaining a sustainable competitive advantage. Although the literature on customer experience quality is expanding, there is a gap concerning the antecedent and consequences of customer experience in fitness services. In this context, we tested a model that explains the precursors and implications of customer experience quality in the context of fitness services. This study was based on a non-experimental, depictive, and descriptive design. Within the scope of this study, 287 participants (216 male, 71 female) selected through a convenience sampling technique applied a self-administered questionnaire. Data were analyzed through confirmatory factor analysis and a structural equation model. The findings show that service result quality, customer–employee interaction quality, and customer–customer interaction quality affect customer experience quality, which in turn affects customer loyalty. These results show that improving the service outcome quality results in customers who experience high-quality customer–employee and customer–customer interactions becoming loyal customers.