Service Quality Effects on Fitness First (Bangkok) Customer Satisfaction

Abstract

The purpose of this research was to study the service quality affecting consumers’ satisfaction of Fitness First in Bangkok. This study was a quantitative research by focusing on exploring 5 dimensions of the service quality. The research instrument consisted of 384 copies of the questionnaire.  The results of this study indicated that the respondents strongly agreed with 5 dimensions of the service quality, namely tangibles, reliability, responsiveness, and assurance. The respondents agreed with empathy. Moreover, the respondents strongly agreed with the satisfaction with convenient service and hospitable and attentive service provider. The respondents agreed with the satisfaction with coordination of service and cost of service. Therefore, it is necessary for Fitness First to formulate efficient ways or strategies to be implemented to improve the service quality, leading to increased consumers’ satisfaction.