The Role of Health Service Innovation in Enhancing Satisfaction and Loyalty Among Fitness Club Customers in Iranian Metropolises

Paper ID : 1504-SPORTCONGRESS

Authors

REZA ZOLGHADRI * NO

Abstract

Abstract Introduction: The fitness club industry in Iran has experienced significant growth and increasingly competitive dynamics. Health service innovation has emerged as a critical competitive advantage. This study aimed to examine the role of different dimensions of health service innovation in enhancing customer satisfaction and loyalty in fitness clubs across major Iranian metropolises. Methods: This descriptive-survey study adopted a quantitative approach. The statistical population included active members of fitness clubs in Tehran, Mashhad, Isfahan, and Shiraz with at least six months of membership. Using multi-stage cluster sampling, 398 respondents were selected. Standardized instruments for health service innovation (18 items, six dimensions), customer satisfaction (4 items), and customer loyalty (5 items) were used. Data analysis was conducted using Structural Equation Modeling (SEM) in Smart PLS software. Validity and reliability of questionnaires were verified by AVE (>0.59), CR (>0.81), and Cronbach's alpha (>0.78). Results: Findings showed that health service innovation had a significant positive effect on customer satisfaction (β=0.71, p<0.001) and loyalty (β=0.38, p<0.001). Customer satisfaction also significantly influenced loyalty (β=0.52, p<0.001) and served as a partial mediator between innovation and loyalty (β=0.37, p<0.001). The model's explanatory power for satisfaction (R²=0.51) and loyalty (R²=0.64) was strong. Among the innovation dimensions, online service innovation (β=0.69) and athletic performance innovation (β=0.64) had the greatest impact on satisfaction. Conclusion: Health service innovation plays a central role in increasing customer satisfaction and loyalty in fitness clubs. Managers should prioritize developing online services, improving athletic performance through novel technologies, and providing personalized programs. The findings may inform effective strategies for customer retention and improving competitiveness in Iranian fitness clubs.

Keywords

Health Service Innovation, Customer Satisfaction, Customer Loyalty, Fitness Clubs

Status: Abstract Accepted (Poster Presentation)