Service Quality Found to Drive Customer Loyalty at Fitness Center in Bekasi
Competition in Indonesia’s fitness industry is becoming increasingly intense as more people adopt healthier lifestyles. Amid this growing competition, service quality has emerged as a key factor in determining customer satisfaction and loyalty. This finding was revealed in a study conducted by Talitha Aprilia Rahma and a research team from Institut Bisnis dan Multimedia Asmi in 2026. The study, titled The Influence of Service Quality on Customer Satisfaction and Loyalty at Central Fitness Harapan Indah Bekasi, was published in the International Journal of Sustainable Social Science (IJSSS) Volume 4 Number 2 in 2026. The research examined how service quality affects customer satisfaction and loyalty at Central Fitness Harapan Indah Bekasi, one of the well-known fitness centers in Bekasi. The results show that good service not only improves customer satisfaction but also strengthens customer loyalty and encourages members to continue using fitness services over the long term. Customer satisfaction was also found to play a crucial mediating role in strengthening the relationship between service quality and customer loyalty. This study is particularly relevant because fitness businesses today can no longer rely solely on modern equipment and facilities. Customers also evaluate cleanliness, staff friendliness, responsiveness, and overall comfort when choosing a fitness center. In a highly competitive market, fitness providers must create positive customer experiences to prevent members from switching to competitors. Central Fitness Harapan Indah offers various facilities, including cardio areas, functional training zones, locker rooms, prayer rooms, free Wi-Fi, personal trainer services, and classes such as yoga, Zumba, and Muay Thai. However, customer data from 2025 showed fluctuations in new memberships. January recorded the highest number of new customers with 45 members, while July and December had the lowest numbers, with only 25 members each.
This trend encouraged researchers to investigate the factors influencing customer loyalty, particularly the role of service quality. The research used a quantitative survey approach involving 81 active members of Central Fitness Harapan Indah Bekasi. All respondents were at least 17 years old and had been active members for a minimum of three months. Data were collected through digital questionnaires distributed via Google Forms. The researchers then analyzed the data using Structural Equation Modeling (SEM) with SmartPLS 4.0 to measure the relationships between service quality, customer satisfaction, and customer loyalty. The study evaluated service quality through five main dimensions:
-Tangibles or physical facilities
-Reliability of services
-Responsiveness of staff
-Assurance provided to customers
-Empathy toward members
Customer satisfaction was measured based on whether the service met expectations, willingness to return, and willingness to recommend the fitness center to others. The findings revealed that service quality has a positive and significant effect on customer satisfaction. The better the service quality provided, the higher the level of customer satisfaction. The research also found that service quality directly influences customer loyalty. Members who experience high-quality service are more likely to maintain their memberships and recommend the fitness center to others. Another important finding was the mediating role of customer satisfaction. In other words, service quality increases customer loyalty by first creating customer satisfaction. Satisfied customers are more likely to become loyal customers. Statistically, the study demonstrated strong relationships among the variables. Service quality accounted for approximately 70.9 percent of customer satisfaction and 68.9 percent of customer loyalty. These figures indicate that service quality plays a major role in the success of fitness center businesses. Talitha Aprilia Rahma and the research team explained that service quality has become one of the most valuable assets in the fitness service industry. According to the researchers, complete facilities alone are not enough without fast, friendly, and professional service. The study also highlighted that modern fitness customers increasingly value the overall service experience. Factors such as clean workout equipment, comfortable facilities, friendly staff, and skilled personal trainers are essential in building long-term customer loyalty.
These findings have broad implications for the fitness industry in Indonesia. Fitness center managers are encouraged to continuously improve service quality to retain customers amid rising business competition. The researchers recommended regular staff training programs to improve customer service skills. They also emphasized the importance of maintaining cleanliness and ensuring the availability of complete fitness equipment to create a comfortable environment for members. Loyalty programs such as member rewards, special discounts, and personalized services were also identified as effective strategies for increasing customer retention and attracting new members. Beyond the fitness sector, the study offers valuable insights for other service industries. Restaurants, hotels, healthcare providers, and digital businesses can learn that service quality and customer satisfaction are fundamental to building strong customer loyalty. The research further strengthens previous studies suggesting that customer experience is one of the most important factors in sustaining modern service-based businesses.
Author Profile
Talitha Aprilia Rahma is a researcher from Institut Bisnis dan Multimedia Asmi specializing in marketing management and consumer behavior. This study was also conducted by Indria Sukma Sektiyaningsih, Rochayati Febriarhamadini, and Prasastiara Eka Marsella from the same institution.
Research Source
Rahma, T. A., Sektiyaningsih, I. S., Febriarhamadini, R., & Marsella, P. E. (2026).
The Influence of Service Quality on Customer Satisfaction and Loyalty at Central Fitness Harapan Indah Bekasi.
International Journal of Sustainable Social Science (IJSSS), Vol. 4 No. 2, pp. 179–194.
DOI:
https://doi.org/10.59890/ijsss.v4i2.233
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