The relationship between service quality and place attachment in women's fitness clubs in Kerman

Articles in Press

Document Type : Original Article

Authors

1 Education department director at district 2 Kerman

2 Department of Physical Education, Faculty of Medicine and Neuroscience Research Center, Kerman University of Medical Sciences, Kerman, Iran

3 Neuroscience research center, Kerman University of medical science

4 Master of Psychology, Counseling Center and Neuroscience Research Center, Kerman University of Medical Sciences.

10.22098/rsmm.2025.16272.1435

Abstract

Purpose: This research aimed to investigate the relationship between service quality and place attachment in women's fitness clubs in Kerman. Since sports venues require customer retention to sustain themselves, understanding how service quality impacts place attachment can help improve customer loyalty and satisfaction.

Methods: The study was a descriptive correlational research. The statistical population included all female athletes (customers) of women's fitness clubs in Kerman from April to the end of May 2024. A total of 384 participants were selected using convenience sampling based on the Morgan Table. Data were collected using Safarnia's place attachment questionnaire (2018), based on Low and Altman’s theory (1992), and the SERVQUAL model by Theodorakis et al. (2013) to assess sports service quality. Data analysis was conducted using Pearson’s correlation and multivariate regression tests in SPSS version 24.

Results: The results indicated a direct and significant relationship between service quality and place attachment in women's fitness clubs. Additionally, all components of service quality, including access and security, responsiveness, reliability, and tangibility, were positively correlated with place attachment.

Conclusion: Among the components of service quality, tangibility and responsiveness were the strongest predictors of place attachment. These findings highlight the importance of enhancing the physical environment and customer service responsiveness to strengthen customers' emotional and functional connection to fitness clubs.

Keywords

Research in Sport Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 01 June 2025

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