The Role of Consumer Engagement in Behavioral Loyalty through Value Co-Creation in Fitness Clubs

Mohsen Behnam, Mikihiro Sato and Bradley J. Baker

Sport Management Review, 2021, vol. 24, issue 4, 567-593

Abstract: Using service dominant logic as the theoretical framework, this study examines the associations between consumer engagement, two dimensions of value co-creation (co-production and value-in-use), and behavioural loyalty while considering the moderating role of psychological involvement. Participants (N = 559) were recruited from fitness clubs in Urmia, Iran. Structural equation modelling revealed positive associations between consumer engagement, value co-creation, and behavioural loyalty. consumer engagement had a positive indirect effect on behavioural loyalty through co-production, although not through value-in-use. This suggests operationalizing value co-creation as multidimensional is more appropriate than as a unitary construct. Furthermore, psychological involvement had a moderating effect on the relationship between consumer engagement and behavioural loyalty, where the relationship was stronger for individuals with higher psychological involvement. Findings from this study suggest consumer engagement is a key antecedent of behavioural loyalty and highlight the importance of co-production and psychological involvement in promoting behavioural loyalty at fitness clubs.Co-creation is a multidimensional construct comprising co-production and value-in-use.Co-production and value-in-use are differentially related to behavioural loyalty.Co-production mediates the relationship between consumer engagement and behaviour.Psychological involvement moderates the consumer engagement and loyalty relationship.

Date: 2021
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DOI: 10.1080/14413523.2021.1880772

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