Examining relationships among process quality, outcome quality, delight, satisfaction and behavioural intentions in fitness centres in Malaysia

Purpose: The purpose of this paper is to investigate the effects of process and outcome quality on fitness members’ delight and satisfaction. Furthermore, the relationships between delight, satisfaction and behavioural intention are investigated. Design/methodology/approach: Data were obtained from a survey of 379 members of fitness centres in Malaysia and analysed using the partial least squares technique. Findings: The results indicated that process quality and outcome quality had a significant effect on customer delight and satisfaction. Furthermore, customer delight influenced customers’ satisfaction and behavioural intentions. Practical implications: The findings of this study will help fitness centre managers to understand the importance of outcome quality and delight in addition to process quality and satisfaction in shaping the members’ behavioural intentions, thereby allowing them to differentiate their service from their customers. Originality/value: This study is the first attempt to investigate the importance of outcome quality and customer delight in the fitness industry.