The Intention-to-Repurchase Paradox: A Case of the Health and Fitness Industry
This article examines the relationships between service attributes, brand associations, customer satisfaction, commitment, price of membership, and intention to repurchase in a fitness club.
The Intention-to-Repurchase Paradox: A Case of the Health and Fitness Industry
by
Alain Ferrand, Leigh Robinson, Pierre Valette-Florence
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.
Additional Information
This article is from the Journal of Sport Management Volume 24, Issue 1, p.83-105
Developer / Author(s)
Alain Ferrand, Leigh Robinson, Pierre Valette-Florence
Alain Ferrand is Head of the Sport Management Department at UFRSTAPS, Université Claude Bernard Lyon 1, associate professor SIUSM, Universitá Degli Studi Torino. He is a member of the Centre de Recherche et d’Innovation sur le Sport. His research focuses on the impact of emotion in sport consumer decision making.
Leigh Robinson is with the Institute of Sport and Leisure Policy, Loughborough University, Loughborough, UK LE11 3TU.
Pierre Valette-Florence is with CERAG, Universite Pierre Mendes, Grenoble, France.
Editor(s)
Richard Wolfe is the editor of the Journal of Sport Management
| Product Code / ISBN |
JSM24i1A4 |
| ISBN13 (if applicable) |
N/A |
| Issue / Publication Date |
Jan 2010 |
| Product / Publication Type |
Articles |
| Developer / Lead Author |
Alain Ferrand |
| Model / Edition |
0 |
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