n African Journal for Physical Health Education, Recreation and Dance - Relationship between health and fitness service quality dimensions and demographic variables promotion, fitness and wellness - : health promotion, fitness and wellness

Volume 12, Issue 4
  • ISSN : 1117-4315


This study determined whether customer perceptions of service quality in commercial health and fitness centres differ according to demographic variables. The study utilized the HAFSQ questionnaire developed earlier by the authors. A total of 251 members of commercial health and fitness centres in Gauteng responded. The eight health and fitness service quality dimensions were examined for mean differences across the following demographic factors: gender, age, marital status, education and income level. ANOVA was conducted to establish specific differences in demographic variables among and between groups. A multiple comparison Post-hoc test was used to establish where the differences existed. The results indicate that different categories of patrons place varied emphasis on the different service quality attributes. Service quality perceptions are not influenced by gender and marital status, but they are influenced by age, level of education and income. Sport marketers can use such information in designing their advertising and marketing strategies, especially with regard to their respective target markets.

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