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Abstract

The consciousness of a healthy lifestyle in the society is expanding day by day. Therefore, fitness centers and health clubs are spurred to concentrate more and more on these business opportunities. The survival of fitness centers and health clubs in the present competitive world relies mainly upon their comprehension to satisfy the consumers so as to obtain consumer loyalty. Retention of loyal consumers and ultimately increasing the organizational profitability are significant outcomes of consumer service quality as well as consumer satisfaction (Brady & Robertson, 2001). The objective of the present research study is to find the role of consumer loyalty (attitudinal and behavioral measures), service quality dimensions (consumer value and physical environment) and overall consumer satisfaction in the fitness centers of Jaipur city. The main variables which were selected to predict consumer loyalty are service quality and satisfactionof consumer. The present study also provides a discussion and offers direction for further research.

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