Service Quality, Membership Retention and Consumer Behavior as Predictors of Business Performance of a Health and Fitness Center in Beijing, China.

Abstract

The global fitness industry, valued at $96.7 billion in 2020 with 184 million members (Stasha, 2021), reflects the rapid growth of the wellness sector, which exceeded $4 trillion in 2018 (Global Wellness Institute). This sustained expansion highlights the importance of key operational factors such as service quality, membership retention, and consumer behavior. This study examined these elements as predictors of business performance at Oxygen Gym, a health and fitness center in Beijing, China. A descriptive-correlational research design was employed, and data were gathered from 300 randomly selected clients using a validated and reliable survey instrument.Findings revealed that respondent-clients “strongly agreed” with the overall quality of services at Oxygen Gym, with a weighted mean of 3.48. Among the five service quality indicators, assurance, empathy, and tangibles shared the second highest ranking, each with a weighted mean of 3.49. Customer satisfaction was rated “very high,” with a weighted mean of 3.51, where accessibility (3.54) and innovation (3.52) were most favored.