Customer Service in the Fitness Industry

This assignment delves into the critical role of customer service within the fitness industry. It examines five key dimensions of service quality that customers prioritize, emphasizing the importance of professionalism and maintaining appropriate boundaries with clients. The document also explores strategies for delivering exceptional customer experiences and building loyalty, drawing upon research on customer satisfaction and service performance in the fitness sector.

Running head: LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY
SERVICES 1
Literature Review: Customer Satisfaction and Service Quality
Student’s name
Institutional affiliation

LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 2
Literature Review: Customer Satisfaction and Service Quality
Introduction
The measurement of service quality has proved crucial because it is beyond customer
satisfaction. Measuring the subjective elements has attracted the attention of many scholars as
they focus on the service quality. According to the findings of some researchers, it is possible
to rate the delivered services depending on the expectations (Tuan & Linh, 2014).
Nonetheless, there are important elements of services need to be analysed and defined. For a
service industry to guarantee an assurance, it has to offer reliable services. Reliability focuses
on the ability of an organization or individual to deliver the services to customers as promised
accurately and consistently. With the analysis of some author Pascal (2016), the service
providers or the employees must have the relevant knowledge and politeness thus builds the
trust and confidence required in the industry (Pascal, 2016). This literature review uses the
following framework to define the relationship between reliability, guarantees and assurance
in building customer confidence by reviewing the findings in different studies.
2.0 RELIABILITY (RE) AND GUARANTEE (GU) = ASSURANCE (REGU)
Reliability is the ability of an organization, business, or individual to deliver quality
services or product as promised accurately and promptly (Pascal, 2016). In their report “To
Keep Your Customers, Keep it Simple,” Spennner and Freeman recognized that marketers
must understand the significances of their customers (Spenner & Freeman, 2012). In the
fitness industry, reliability is important in determining customer satisfaction. However, it has
never acted in isolation because it depends on other drivers to achieve the customer
satisfaction. In a quantitative survey conducted by Yee, Yeung, and Ma, fitness club
identified reliability is important in maintaining the club’s competitive edge (Yee, Yeung , &
Ma, 2013). To these scholars, service environment, physical environment, and psychological
environment can enhance customer satisfaction. In fact, without this factor, the framework

LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 3
would be incomplete. Therefore, this review explains the reliability and how it helps fitness
industry based on the framework.
2.1 Relationship between GUARANTEE and ASSURANCE
Guarantee and assurance bear positive relationship in the hospitality industry. For
instance, the customers expect the hotel to guarantee them quality services that can promote
repeat visits and referrals (Gaol, Mars, & Saragih, 2014). This dimension exhibits the
exemplary degree of assurance. For instance, the dimension of service quality shows
difference in reviewing the opinion of customers based on the type of hotel they attend.
Responsiveness, empathy, tangibility, and reliability influence the pricing strategy of an
organization. When a hotel is responsive and empathetic, it assures customers of a healthier
and safer environment. Importantly, the tangibility of the services is critical for customers.
Although services are intangible, the customer perspectives find the dimension necessary.
The low-price guarantees can also influence assurance dimension (Gaol, Mars, & Saragih,
2014). Therefore, guest satisfaction has guaranteed guest retention. The employers have to
guarantee the welfare of workforce to maximize their performance.
2.2 Relationship between HOSPITALITY (HO) AND ASSURANCE (REGU)
In the service industry, reliability of the service quality shows how the organization is
performing its promised services accurately within the defined quality parameters. It justifies
the relationship between customers and the organization. Without a doubt, the findings of
Gunarathne show reliability as the first hand impression (Gunarathne, 2014). In fact, in most
cases, customers in a gym or fitness industry would wish to understand or know the reliability
of the supply in fulfilling the set requirements. Additionally, the service quality focuses on
the customer’s final impression relative to the organization. In most cases, customers value
fitness clubs with quality services as superior. It is a form of attitude based on the overall
evaluation of the services offered (Spenner & Freeman, 2012). It is a function of different

LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 4
performance and expectation variables consistent to the quality dimensions. Hospitality also
concerns the cognitive discrepancy and relativistic discrepancy based on the performance and
experienced based norms regarding the service benefits.
Service quality defines the service management in any organization because it relates
to customer satisfaction and repeat visits. For instance, when the fitness company portrays an
impressive image to the customers, it would be possible for the company to gain a
competitive advantage as explained by Gunarathne (Gunarathne, 2014). Besides, Gunarathne
believes that organizations need to use customer development process based on the systems,
service process, and service resources-structure (Gunarathne, 2014). Similarly, marketing is
part of determinants in customer satisfaction process. According to the arguments of
Gunarathne, customer satisfaction determines the financial performance of a gym or hotel
(Gunarathne, 2014). Therefore, a service offered by a gym directly interacts with the client
thus making the customer satisfied.
Assurance in service quality focuses on the workforce. For instance, the workers need
to possess relevant skills and competence to gain the confidence and trust of customers. This
is because; most customers expect quality services from them. In fact, in situation where
customers are uncomfortable with workers, the ability of retaining customers would be
impossible thus reining the business. It remains the responsibility of the organization to help
its workforce to serve the clients responsively (Gunarathne, 2014). This ensures the
customers feel valued as the firm offers quality services efficiently. Therefore, the
relationship between hospitality and assurance is positive in determining the quality of
services in the fitness industry.
2.3 Relationship between FACILITY (FA) AND ASSURANCE (REGU)
The facility and assurance must have a positive relationship to guarantee customers
quality services. According to the Fitness Australia organization, trainers and clients must

LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 5
work together to achieve the organization’s objectives (Fitness Australia, 2015). The bond
between the assurance and facility can help clients to achieve their fitness goals. Without a
doubt, the quality of services offered at a facility depends on the trainer and the fitness
business. Nonetheless, the trainer and the client must operate under distinct boundaries as
defined by the code of ethics. Despite the relationship, the employer must be responsible for
the employee and client safety. The Fitness Australia, for instance, has established code of
ethics that guide the fitness professionals to allow them embrace professional practice
(Fitness Australia, 2015). Autonomy, honesty, respect, justice, confidentiality, and veracity
define the fitness industry’s code of ethics. It thus defines expectations for trainers in
protecting their integrity, respecting the rights of clients, and forming personal relationships.
Sometimes making distinction between friendship and colleagues can prove difficult.
In the service industry, managers are responsible for exploring the interactions that can be
beneficial to the workplace relations (Vogel, 2003). According to Vogel, the success of an
organization depends on the relationship between assurance and the facility. Importantly,
Kumar, Batista, and Maull highlighted the significance of operations performance in
achieving the customer loyalty (Kumar, Batista, & Maull, 2011). In their longitudinal study,
Kumar et al. have affirmed the previous findings regarding the operations performance and
service delivery that affects customer satisfaction positively. This extends the findings that
operations performance influences customer loyalty. Therefore, facility and assurance have a
positive relationship.
2.4 Relationship between RENEWAL FEES (RF) AND ASSURANCE (REGU)
The renewal fees and assurance are important determinant in any fitness business.
However, the employees are never involved in the renewal fees because the organization
handles the aspects of fees. Under the Fitness Industry Code of Practice, the NSW
government has established guidelines to protect customers against unfair treatment and

LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 6
dealings in this business (Disclaimer, 2011). The codes apply to trainers, service providers,
and fitness centres including yoga teacher and massage therapist. The codes have established
the consumer protection standards, especially in addressing the physical safety, financial
safety, and dispute resolution (NSW Fair Trading, 2015). The fitness businesses must gain
membership to allow them adhere to these code. Nonetheless, the company should disclose
the prices including frequency of payments, joining fees, cancellation fees, and exercise
consultation fees. The renewal fees justify the commitment and customer satisfaction.
Therefore, the assurance or employees needs to serve the clients better thus persuade them to
renew their membership (Gunarathne, 2014). Therefore, renewal fees or repeat customers
depend on the employee’s behaviour and conducts.
Renewal willingness is evident where members opt to renew their membership or
enrolment regarding the new fitness programs (Wei, Yang, Hsu, & Ma, 2010). In fact,
depending on the quality of services, the members would recommend to friends about their
positive experiences. In their report, “Quality on Membership Renewal in Fitness Centres in
San Francisco Bay Area,” Wei, Hung, Yang, and Hsu held that employees must address the
customers increasing demands because the service quality depends on the assessment of the
quality aspects from the customer’s perspectives (Wei et al., 2010). The service providers
must invest in customer relationship to improve profitability through their membership
renewals.
2.5 Relationship between RESPONSIVENESS (RS) AND ASSURANCE (REGU)
Customers care about the service quality, product quality, and price. The service
providers must be wary of such expectations to avoid being edged out of business. Arlen has
identified the five service dimensions that every customer expects from the service provider
(Arlen, 2008). Based on the Arlen’s argument, the five SERVQUAL dimensions include
reliability, empathy, assurance, tangible, and responsiveness. Assurance is the employs

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courtesy and knowledge of employees and their potential to convey the confidence and trust
to the clients. Responsiveness is viewed as the willingness of the employees to help clients by
offering quality services (Arlen, 2008). Importantly, responsiveness allows the employee to
respond to client’s questions or needs promptly. The service provider of the fitness facility
should have internal SLAs to facilitate response to customers on-site. In most cases,
customers would feel satisfied and valued when the provider responds to their needs
promptly. Therefore, the employees must display high standards of courtesy by responding to
the calls or customer inquiries instantly. This makes the relationship between responsiveness
and assurance positive.
2.6 RECOMMENDATIONS TO OTHERS (RO) AND LOYALTY (LO) = RENEWAL
WILLINGNESS (ROLO)
Customer satisfaction depends on the quality of services and assurance in an
organization. In fact, many customers would abandon their membership whenever the
employees treats them contempt (Gunarathne, 2014). However, customer referrals and
loyalty would determine the renewal willingness of a client. The employee must strive to
exceed the expectations of clients to earn their loyalty. Given the current competitive pressure
in the hospitality industry, the rate of customer switching to rivals is high. Nonetheless, Wei
et al. found that customer satisfaction and service quality would bolster an organization’s
reputation and image (Wei, Yang, Hsu, & Ma, 2010). The renewable willingness in the Wei’s
et al. article focuses on the customers’ willingness to renew or enrol to any new fitness
programs offered by the organization (Wei, Yang, Hsu, & Ma, 2010). In fact, the intension to
refer friends or relatives to a particular fitness centre would depend on the loyalty and quality
of services. Wei et al. concluded that the renewal willingness is determined by the image of
the organization. The organizations need to focus on versatile services to remain competitive

LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 8
in the market. This strategy can improve the customer loyalty, business reputation, and
customer retention.
Conclusion
In this report, the literature review has focused on the relationship between customer
satisfaction and service quality in the fitness industry. There are various factors and
dimensions that consumers consider before renewing their membership or make repeat visits.
The quality of services offered and behaviour of the employees would determine the repeat
customers. Therefore, reliability and guarantee define the skills and expertise of an employee.
Notwithstanding, customer loyalty and retention depends on the reputation of an
organization. Since assurance and reliability determines the success of an organization, the
employees must adhere to the principles of a fair practice to protect the interest of customers
and serve them beyond their expectations.

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References
Arlen, C. (2008, October 24). The 5 service dimensions all customers care about. Retrieved
October 5, 2017, from http://www.serviceperformance.com/the-5-service-dimensions-
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Disclaimer. (2011). Preventing unfair terms in health and fitness centre membership
agreements: A guide for the health and fitness industry. Melbourne: Consumer Affairs
Victoria.
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Gaol, F. L., Mars, W., & Saragih, H. (2014). Management and technology in knowledge,
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Gunarathne, U. (2014, November). Relationship between service quality and customer
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http://www.fairtrading.nsw.gov.au/ftw/Consumers/Buying_services/Fitness/
Fitness_industry_code_of_practice.page

LITERATURE REVIEW: CUSTOMER SATISFACTION AND QUALITY SERVICES 10
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