Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 19 July 2022
Issue publication date: 17 January 2023
Abstract
Purpose
This study examined the relationships between service encounter, perceived value, and repurchase intention in the fitness service sector through the theoretical lens of service-dominant logic. In addition, the mediating role of perceived value and the moderating role of service innovativeness were examined.
Design/methodology/approach
Participants (n = 806) were drawn from fitness center customers in Taiwan using a convenience sampling technique. Partial least square structural equation modeling was used to test the hypotheses in the research model.
Findings
The results showed that service encounter had a positive impact on perceived value, which in turn affected repurchase intention. Moreover, the full mediating effect of perceived value was identified in the relationship between service encounter and repurchase intention. In addition, service innovativeness positively moderated the effect of service encounter on repurchase intention.
Originality/value
This study provides empirical evidence on the impact of staff-customer interactions (i.e. service encounter) on customers' perceptions and behaviors and identifies the critical role of perceived value as a mediating mechanism as well as a facilitating role of service innovativeness in enhancing repurchase intention.
Keywords
Acknowledgements
Funding: This work was supported by the Ministry of Science and Technology, Taiwan (Award number: MOST 110-2410-H-032-061).
Citation
Wang, F.J. and Chiu, W. (2023), "Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 1, pp. 145-167. https://doi.org/10.1108/IJSMS-03-2022-0055
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited