How Does Service Environment Enhance Consumer Loyalty in the Sport Fitness Industry? The Role of Servicescape, Cosumption Motivation, Emotional and Flow Experiences

Yunkyung Jeon, Daehwan Kim, Seungjin Han, Yihan Huang and Jinjae Kim
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Yunkyung Jeon: Department of Marine Sports, Pukyong National University, Busan 48513, Korea
Daehwan Kim: Department of Marine Sports, Pukyong National University, Busan 48513, Korea
Seungjin Han: Department of Sports and Outdoors, Eulji University, Seongnam 13135, Korea
Yihan Huang: Department of Marine Sports, Pukyong National University, Busan 48513, Korea
Jinjae Kim: Department of Marine Sports, Pukyong National University, Busan 48513, Korea

Sustainability, 2021, vol. 13, issue 11, 1-16

Abstract: The purpose of the current study was to investigate the structural relationship between the servicescape, the emotional experience, space flow, satisfaction, and consumer loyalty in the context of sport fitness centers. Furthermore, the present study aimed to examine the moderating role of knowledge acquisition motivation in the effect of the servicescape on the emotional experience and space flow. For these research purposes, a survey study targeting 400 consumers of sport fitness centers was conducted via online and offline survey platforms in South Korea. After deleting 16 incomplete cases, 384 cases were included in the final data analysis. The results of latent moderated equations modeling (LMS) showed that the servicescape directly enhances the emotional experience and space flow. Also, it indirectly affects consumer loyalty via the emotional experience, space flow, and consumer satisfaction. Meanwhile, knowledge acquisition motivation was found to moderate the effect of the servicescape on space flow. The present study has several theoretical implications. First, the current study illuminates the process mechanism of the effect of the servicescape in sport fitness centers on consumer loyalty. Second, the present study empirically shows different patterns of consumer experiences and decision-making depending on consumption motivation. Based on the results, sport fitness center managers should not only pay more attention to the convenience of their servicescape but they should also design service environments maximizing consumers′ emotional experiences. Additionally, the results imply that assigning exercise beginners to an attractive physical environment is an effective strategy, because they are more likely to evaluate their experiences based on the perceived servicescape.

Keywords: servicescape; emotional experience; space flow; satisfaction; consumer loyalty; knowledge acquisition motivation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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