The Intention-to-repurchase Paradox: A case of the Health and Fitness Industry

A. Ferrand, L. Robinson and Pierre Valette-Florence ()
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Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

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Abstract: The article proposes a conceptual model to examine the relationships between service attributes, brand associations, customer satisfaction, commitment, price of membership, and intention to repurchase in a fitness club. The results show that the services offered by the club, its security, and the promoted image. of the club impact positively on satisfaction. The customer relations at the club, customer commitment, and their frequency of weekly attendance have a positive direct effect on intention to repurchase. Perceived price has a negative direct influence. Finally, the research showed that overall satisfaction has a slight positive impact on frequency of attendance. These findings create a paradox for managers of health and fitness organizations who will have to balance the need to increase frequency of attendance to positively impact on intention to repurchase with the need to deliver the service attributes that affect satisfaction and intention to repurchase at high quality level.

Keywords: The; Intention-to-repurchase; Paradox:; A; case; of; the; Health; and; Fitness; Industry (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (11)

Published in Journal of Sport Management, 2010, 24 (1), pp.83-105. ⟨10.1123/jsm.24.1.83⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00325142

DOI: 10.1123/jsm.24.1.83

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