n African Journal for Physical Health Education, Recreation and Dance - Revisiting the salient dimensions of service quality in commercial health and fitness centres in South Africa marketing - : sport marketing

Supplement 2
  • ISSN : 1117-4315


The interest in attracting customers in commercial health and fitness centres is not a new phenomenon in many countries which has been largely attributed to competitiveness within the industry and the growing prevalence of obesity and health concerns among nations. Service quality has been the focus for many companies corporate and marketing strategies and high levels of services rendered are seen as a means for an organisation to achieve competitiveness and differentiation. The purpose of the study is to develop a common set of attributes, which can be incorporated in the measure of service quality at commercial health and fitness centres in South Africa. A structured questionnaire containing 36 variables relating to health and fitness service quality was administered to 223 health and fitness members in Southern Gauteng, South Africa. A 31 item scale was developed using factor analysis to measure service quality along seven dimensions, namely programming, personnel, personal accomplishment, facilities, relaxation benefits, ambience and parking. The reliability and validity of the scale was found to be acceptable. Confirmatory factor analysis was undertaken and the data fitted the model as the goodness of fit measures was found to be acceptable. The instrument may serve as a diagnostic methodology to uncover broad areas of health and fitness centre service quality, shortfall and strengths.

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