Dissertation
Effectiveness of SerQual for health clubs/fitness centres from a customer’s perspective
in UAE: A look into the fitness industry post covid-19
Anonymous code: XXXXXX
Word count: 12,513 words
1|Page XXXXXXXX
, DEDICATION
To my colleagues, your patience and laughter have made this incredibly long and winding
path to completion worthwhile. Thank you to my family for understanding all the nights and
weekends i had to finish a few more pages. I would also like to thank all those who played a
role in completion of this project. This dissertation would not have been possible without
their assistance and time.
2|Page XXXXXXXX
, ABSTRACT
The purpose of this study was to examine the customer’s perspective of the health fitness
industry after covid-19 at fitness centres in UAE using the Service Quality Assessment Scale
(SQAS) instrument (Lam, Zhang, & Jensen, 2005) and semi-structured interviews. The
research sought to (1) identify the primary service factors influencing consumer satisfaction,
(2) identify differences between participant expected and actual experiences of fitness centre
service, (3) determine participants future intention to revisit the facility, (4) determine
participants future intention to share their experience. The survey was available members
UAE individuals. Results of this study showed that participants placed their strongest
expectations on the fitness centre’s staff, the fitness centre’s hygiene, and the quality of
amenities provided.
3|Page XXXXXXXX
, Table of Contents
DEDICATION..........................................................................................................................2
ABSTRACT..............................................................................................................................3
CHAPTER 1: INTRODUCTION...........................................................................................7
1.1 Background and rationale of the study.......................................................................................7
1.2 Statement of the problem...........................................................................................................8
1.3 Aims of the study.........................................................................................................................9
1.4 Overview of the structure of the study.......................................................................................9
CHAPTER 2: LITERATURE REVIEW.............................................................................11
2.1 Overview of Literature Review..................................................................................................11
2.2 Introduction...............................................................................................................................11
2.3 The Servqual Model:..................................................................................................................11
2.3.1 SERVQUAL for the Fitness industry.....................................................................................13
2.4 Health and fitness industry........................................................................................................16
2.4.1 UAE Fitness Industry...........................................................................................................16
2.4.2 UAE Fitness Industry post-COVID - 19................................................................................20
2.5 Customer Satisfaction................................................................................................................23
2.6 Customer Loyalty.......................................................................................................................24
2.7 Behavioral Intentions................................................................................................................26
2.8 Discussion and Summary...........................................................................................................27
CHAPTER 3: RESEARCH METHODOLOGY................................................................28
3.1 Overview of Research Methodology.........................................................................................28
3.2 Introduction...............................................................................................................................28
3.2.1 Background to the chosen methodology............................................................................28
3.3 Research philosophy.................................................................................................................28
3.4 Research Paradigm....................................................................................................................29
3.4.1 Ontology.............................................................................................................................29
4|Page XXXXXXXX
Effectiveness of SerQual for health clubs/fitness centres from a customer’s perspective
in UAE: A look into the fitness industry post covid-19
Anonymous code: XXXXXX
Word count: 12,513 words
1|Page XXXXXXXX
, DEDICATION
To my colleagues, your patience and laughter have made this incredibly long and winding
path to completion worthwhile. Thank you to my family for understanding all the nights and
weekends i had to finish a few more pages. I would also like to thank all those who played a
role in completion of this project. This dissertation would not have been possible without
their assistance and time.
2|Page XXXXXXXX
, ABSTRACT
The purpose of this study was to examine the customer’s perspective of the health fitness
industry after covid-19 at fitness centres in UAE using the Service Quality Assessment Scale
(SQAS) instrument (Lam, Zhang, & Jensen, 2005) and semi-structured interviews. The
research sought to (1) identify the primary service factors influencing consumer satisfaction,
(2) identify differences between participant expected and actual experiences of fitness centre
service, (3) determine participants future intention to revisit the facility, (4) determine
participants future intention to share their experience. The survey was available members
UAE individuals. Results of this study showed that participants placed their strongest
expectations on the fitness centre’s staff, the fitness centre’s hygiene, and the quality of
amenities provided.
3|Page XXXXXXXX
, Table of Contents
DEDICATION..........................................................................................................................2
ABSTRACT..............................................................................................................................3
CHAPTER 1: INTRODUCTION...........................................................................................7
1.1 Background and rationale of the study.......................................................................................7
1.2 Statement of the problem...........................................................................................................8
1.3 Aims of the study.........................................................................................................................9
1.4 Overview of the structure of the study.......................................................................................9
CHAPTER 2: LITERATURE REVIEW.............................................................................11
2.1 Overview of Literature Review..................................................................................................11
2.2 Introduction...............................................................................................................................11
2.3 The Servqual Model:..................................................................................................................11
2.3.1 SERVQUAL for the Fitness industry.....................................................................................13
2.4 Health and fitness industry........................................................................................................16
2.4.1 UAE Fitness Industry...........................................................................................................16
2.4.2 UAE Fitness Industry post-COVID - 19................................................................................20
2.5 Customer Satisfaction................................................................................................................23
2.6 Customer Loyalty.......................................................................................................................24
2.7 Behavioral Intentions................................................................................................................26
2.8 Discussion and Summary...........................................................................................................27
CHAPTER 3: RESEARCH METHODOLOGY................................................................28
3.1 Overview of Research Methodology.........................................................................................28
3.2 Introduction...............................................................................................................................28
3.2.1 Background to the chosen methodology............................................................................28
3.3 Research philosophy.................................................................................................................28
3.4 Research Paradigm....................................................................................................................29
3.4.1 Ontology.............................................................................................................................29
4|Page XXXXXXXX
