Service Marketing Strategy Model and Perceived Service Quality Influencing Satisfaction and Loyalty of Fitness Center Users In Ubon Ratchathani Province
DOI:
https://doi.org/10.55164/ecbajournal.v15i4.261671Keywords:
Service marketing Strategy, Perceived Service Quality, Satisfaction, Loyalty, Fitness CenterAbstract
The purpose of this research was to study the service marketing strategy model and the perceived service quality that influencing satisfaction and loyalty of fitness center users in Ubon Ratchathani Province. This is a quantitative research method. The sample of the study consisted of 400 fitness center users. Data were collected through questionnaires. The statistics used were descriptive statistic including frequency distribution, the percentage of the median, standard deviation, and inferential statistic including Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM). The research results showed that causal structural equation modeling of service marketing strategy and perceived service quality directly influenced satisfaction and loyalty of fitness center users in Ubon Ratchathani Province. Service marketing strategy and perceived service quality indirectly influenced loyalty through satisfaction of fitness center users. Service marketing strategy model and perceived service quality that influencing satisfaction and loyalty of fitness users Centers were consistent with empirical data at a very good level. It was found that the service marketing strategy Service users give the highest priority to the price factor. service quality perception The highest priority is knowledge and service skills. Satisfaction is the top priority is the service staff and loyalty is the highest priority is the confidence in the fitness center. (Statistical value: Chi square/df=1.16, P-value=0.08699, RMSEA=0.020, GFI=0.96, AGFI=0.94)
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