Recreation Center Membership Continuation: The Power of PRICE
DOI:
https://doi.org/10.18666/JPRA-2024-12276Abstract
Purpose: the purpose of the study was to evaluate the relationship between service quality, price, and intentions to return in the setting of the municipal fitness centers.
Methods: Data was collected using a 15-item scale that measured five factors of service quality (Staff, Programs, Equipment, Locker Rooms, and Parking lot), a membership continuation item, service value (price satisfaction) item, and additional demographic items. A random sample of members from three Recreation fitness centers in North Texas received an email with a link to the survey. A total of 353 complete surveys were analyzed.
Results: the model was statistically significant (p<.05), explaining 48% of the variance. The price variable had a significant positive relationship and was the primary contributor to membership continuation in the overall model and for each of the three locations. The importance of the service quality dimensions differed by location.
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