The moderating effect of resistance to change of leisure and fitness centres loyalty

Soyer A., AKOĞLU H. E., YILDIZ K., Garcia-Fernandez J.

MANAGING SPORT AND LEISURE, 2025 (ESCI, Scopus)

Özet

PurposeThis research aims to reveal the factors affecting the consumer loyalty of Leisure and Fitness centre customers.DesignData were collected from 600 members living in the three most developed cities of T & uuml;rkiye. The hypotheses of the model were tested with structural equation modelling using Smart PLS software.FindingsAs a result, overall satisfaction, perceived value, position involvement, information complexity and sign antecedents positively affect resistance to change, and this effect leads to loyalty formation in customers.Practical implicationsRecreation and fitness centre managers can strengthen members' sense of belonging through personalised rewards, status-based memberships, and community events. They should enhance the flow experience through programmes balancing challenge and skill, and strengthen loyalty by celebrating achievements and giving symbolic rewards.Research contributionThis research has expanded the model by adding the recreational flow experience to the psychological attachment approach to loyalty. In addition, it broadens the traditional "satisfaction - loyalty" paradigm, offering a more comprehensive understanding of the formation of loyalty in recreation and fitness services.OriginalityThis study integrates the concepts of resistance to change and recreational flow experience into a loyalty model, providing novel insights for understanding customer loyalty in leisure and fitness centres in a developing country context.