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• W1644653645 abstract "IntroductionPsychological commitment, a major theme in marketing research, lias become a serious concern for managers, especially in the services marketing industry. This concern has mainly been due to intense competition and the focus on the relationship between consumers and organizations, which is the core of the relationship marketing approach (Bodet, 2008).Under a strong internal competition among themselves and non-profit organizations, health fitness clubs should develop sound operating and management processes in order to enhance service quality (Lam, Zhang & Jensen, 2005) and create possibilities for satisfaction and customer commitment. Fitness service agencies can benefit from having satisfied and committed clients, since they appear to play an essential role in achieving important organizational goals, including the generation of revenue, the development of positive reputation, networking and community development and promotion of life quality (Jung, 2007; Iwasaki & Havitz, 2004). Developing and maintaining customer satisfaction and commitment brings a sustainable competitive advantage (Alexandris, Dimitriadis & Kasiara, 2001).Customer retention is one of the most important issues facing leisure managers, as this requires detailed knowledge of behavioral aspects of customers' decision-making process (Alexandris & Palialia, 1999). For this, it is particularly important to measure consumers' perceptions of services quality and satisfaction, in order to determine users experiences and sentiments, which is essential when implementing any type of system aiming to improve process efficiency and efficacy and securing customer loyalty (Larson & Steinman, 2009; Nuviala, Grao-Cruces, Perez-Turpin & Nuviala, 2012; Tsitskari, Tsiotras & Tsiotras, 2006). Gaining new customers is generally calculated as being at least five or six times greater than the cost of keeping existing ones. An organization's existing customer base becomes a key strategic asset (Bodet, 2008; Hurley, 2004), as it is widely accepted among practitioners that it is easier to lose a customer than to win one. Especially in the fitness industry that suffers worldwide by a considerable dropout rate (Avourdiadou & Theodorakis, 2014; Buckworth & Dismhan, 2002). Chaet (1994) argued that a fitness centre is doing well if it lias an attrition rate of only 11-16%. He added that the cost of membership retention can only be as little as a half the cost spent in order for the club to attract new members.According to Nuviala and his cooperates (2012) and Fridberg (2010), though, involvement in the training for fitness has increased the last few years, while young Europeans are becoming more likely to become members of fitness centers than their older counterparts (European Commission, 2010). Nowadays, 40.000 sports and fitness facilities in Europe attract 40 million customers (European Health & Fitness Association, 2012). In Greece, for example, the market size reaches euro180million, while member penetration rate is calculated to be as low as 3.21% (International Health, Racquet & Sportsclub Association, 2013). The IHRSA's report (2013) also refers to Cyprus as an emerging market in the fitness industry. This indicates that Cypriot fitness agencies are a growing business that both demands the acquisition of new members and, most importantly, needs to satisfy and retain the existing onesHaving in mind the benefits that the field has to offer in both the physiological and psychological health of the participants (Vlachopoulos & Karageorgis, 2005) of all ages (Goulimaris, Mavridis, Genti & Rokka, 2014; Matsouka, Kabitsis, Harahousou & Trigonis, 2003), and the competitiveness of the fitness environment, managers have recognized the importance of developing effect market strategies (Lee, Kim, Ko & Sagas, 2011) and innovative services. Research from the exercise and recreation management has shown that service quality and customer satisfaction are key drivers of a customer's commitment and loyalty (Ferrand, Robinson & Valette-Florence, 2010; Kyle, Theodorakis, Karageorgiou & Lafazani, 2010; Murray & Howat, 2002). …" @default.
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• W1644653645 title "Investigating the relationship among service quality, customer satisfaction and psychological commitment in Cyprian fitness centres." @default.
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