The effect of peripheral service quality on the purchase intentions of fitness centre customers in Tehran


 The service quality in sports organisations has become one of the important aspects
which can affect the success of these organisations. On the other hand, the costumers’
intention to purchase the services of fitness centres has also attracted the attention of
many researchers. This study aims to determine the effect of peripheral service quality
on the purchase intention of fitness centre customers through the mediating role of the
organisational brand. The sample consisted of a total of 386 users of fitness centres in
Tehran. An online questionnaire was used for data collection which involved 44 items
from five separate scales. Smart PLS-SEM software was used for confirmatory factor
analysis and to test a structural equation model. The findings provide an insight into
the importance of peripheral service quality in the creation and development of brand
personality, brand trust and brand equity. Further, with regard to intention to
repurchase, the results show that the variables of brand personality, brand trust and
brand equity have a subsequent direct effect. This study provides an important advance
in the academic literature related to the significance of service quality (especially
peripheral services) in the fitness industry, and the results facilitate a better
understanding of the consumer’s intention to purchase.

