Explaining the Mediating Role of Satisfaction in the Relationship Between Service Experience and Future Intentions of Customers in Bodybuilding and Fitness Clubs in Tehran

The aim of this research was to explain the mediating role of satisfaction in the relationship between service experience and future intentions of customers in bodybuilding and fitness clubs in Tehran. This study was conducted using a survey and correlational approach with structural equation modeling (SEM). The statistical population consisted of customers of bodybuilding and fitness clubs in Tehran (۷۷۴ clubs across ۲۲ districts). According to the Morgan table, a sample size of ۳۸۴ was determined for the infinite population, selected using cluster random sampling. The research tool was a researcher-designed questionnaire that assessed three variables: customer experience, satisfaction, and future intentions. The face and content validity of the questionnaire was confirmed by six subject matter experts. For data analysis, skewness and kurtosis tests, along with SEM, were employed. All calculations were performed using SPSS ۲۵ and Smart PLS ۳ software.The findings showed that service experience positively influenced customer satisfaction. Additionally, both service experience and satisfaction directly affected the future intentions of customers. Ultimately, service experience influenced future intentions through the mediating role of satisfaction in bodybuilding and fitness clubs in Tehran. Based on the results, it appears that focusing on customer experience and satisfaction is crucial for influencing customers' future intentions in bodybuilding clubs.

کلیدواژه ها:

Satisfaction ، Service Experience ، Future Customer Intentions ، Bodybuilding and Fitness Clubs