The fitness sector is experiencing a swift digital shift, leading fitness businesses to emphasize customer loyalty. This research examined the impact of digital transformation on customer loyalty in fitness services and the mediating influence of customer experience on this relationship. Based on the Stimulus-Organism-Response framework and Trust-Commitment theory, the hypotheses were evaluated based on data from 312 fitness service users in Vietnam. Analysis using structural equation modeling indicated that capabilities in digital transformation and perceptions of quality, mediated by trust and commitment to the relationship, positively affect customer loyalty. The outcomes provide a clearer understanding of how digital activities, serving as stimuli, impact customer loyalty by shaping customer experience, which is facilitated by trust and commitment. The results pointed out the significance of fitness providers embracing a customer-focused digital transformation strategy, emphasizing actions that cultivate trust and encourage dedication to promote lasting customer loyalty. Fitness providers must enhance long-term relationships by increasing customer trust and commitment.
AmoakoG. K., Kutu-AduS. G., CaesarL. D., & NeequayeE. (2019). Relationship marketing and repurchase intention in Ghana’s hospitality industry: An empirical examination of trust and commitment. Journal of Relationship Marketing, 18(2), 77–107. https://doi.org/10.1080/15332667.2018.1534059
2.
BarraneF. Z., NdubisiN. O., KambleS., KarurangaG. E., & PoulinD. (2020). Building trust in multi-stakeholder collaborations for new product development in the digital transformation era. Benchmarking: An International Journal, 28(1), 205–228. https://doi.org/10.1108/bij-04-2020-0164
3.
BatatW. (2022). How does phygital humanize customer experience and create a continuum linking physical and digital settings? In Strategies for the digital customer experience (pp. 78–95). Edward Elgar Publishing. https://doi.org/10.4337/9781800371897.00012
4.
BelhadiA., KambleS., BenkhatiI., GuptaS., & ManglaS. K. (2023). Does strategic management of digital technologies influence electronic word-of-mouth (eWOM) and customer loyalty? Empirical insights from B2B platform economy. Journal of Business Research, 156, 113548. https://doi.org/10.1016/j.jbusres.2022.113548
5.
CaiJ., ZhaoY., & SunJ. (2021). Factors influencing fitness app users’ behavior in China. International Journal of Human–Computer Interaction, 38(1), 53–63. https://doi.org/10.1080/10447318.2021.1921483
6.
DaggerT. S., DavidM. E., & NgS. (2011). Do relationship benefits and maintenance drive commitment and loyalty?Journal of Services Marketing, 25(4), 273–281. https://doi.org/10.1108/08876041111143104
7.
DhariaS., EirinakiM., JainV., PatelJ., VarlamisI., VoraJ., & YamauchiR. (2017). Social recommendations for personalized fitness assistance. Personal and Ubiquitous Computing, 22(2), 245–257. https://doi.org/10.1007/s00779-017-1039-8
8.
DwyerF. R., SchurrP. H., & OhS. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11–27. https://doi.org/10.1177/002224298705100202
9.
GarbarinoE., & JohnsonM. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87. https://doi.org/10.1177/002224299906300205
10.
García-FernándezJ., Gálvez-RuízP., Fernández-GaviraJ., Vélez-ColónL., PittsB., & Bernal-GarcíaA. (2021). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250–262. https://doi.org/10.1016/j.smr.2017.07.003
11.
GwinnerK. P., GremlerD. D., & BitnerM. J. (1998). Relational benefits in services industries: The customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101–114. https://doi.org/10.1177/0092070398262002
12.
HollebeekL. D., & MackyK. (2022). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
13.
HuangG., & RenY. (2020). Linking technological functions of fitness mobile apps with continuance usage among Chinese users: Moderating role of exercise self-efficacy. Computers in Human Behavior, 103, 151–160. https://doi.org/10.1016/j.chb.2019.09.013
14.
KhoaB. T. (2020). The antecedents of relationship marketing and customer loyalty: A case of the designed fashion product. The Journal of Asian Finance, Economics and Business, 7(2), 195–204. https://doi.org/10.13106/jafeb.2020.vol7.no2.195
15.
KhoaB. T. (2023). Increasing online business productivity through customer electronic loyalty: The role of online trust and hedonic value. International Journal of Public Sector Performance Management, 12(1/2), 252–274. https://doi.org/10.1504/ijpspm.2023.132250
16.
LeeY.-L., PanL.-Y., HsuC.-H., & LeeD.-C. (2018). Exploring the sustainability correlation of value co-creation and customer loyalty—A case study of fitness clubs. Sustainability, 11(1), 97. https://doi.org/10.3390/su11010097
17.
LemonK. N., & VerhoefP. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
18.
LiY., HeG., WangD., ChenY., & LiZ. (2023). What is the impact of digital transformation? A bibliometric analysis. E3S Web of Conferences.
19.
MacintoshE., & DohertyA. (2007). Reframing the service environment in the fitness industry. Managing Leisure, 12(4), 273–289. https://doi.org/10.1080/13606710701546835
20.
MarakanonL., & PanjakajornsakV. (2017). Perceived quality, perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products. Kasetsart Journal of Social Sciences, 38(1), 24–30. https://doi.org/10.1016/j.kjss.2016.08.012
21.
MehrabianA., & RussellJ. A. (1974). An approach to environmental psychology. MIT Press.
22.
MoormanC., ZaltmanG., & DeshpandeR. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314–328. https://doi.org/10.1177/002224379202900303
23.
MorganR. M., & HuntS. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
24.
MouraG. O., CostaA. P. B., OliveiraH. C., Silva BarretoL. K., & El-AouarW. A. (2020). A IndÚstria Fitness Em Tempos De Pandemia: TransformaÇÃo Digital Nos Centros De Cross Training. Holos, 5, 1–19. https://doi.org/10.15628/holos.2020.11419
25.
NambisanS., WrightM., & FeldmanM. (2019). The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes. Research Policy, 48(8), 103773. https://doi.org/10.1016/j.respol.2019.03.018
26.
NasiriM., UkkoJ., SaunilaM., & RantalaT. (2020). Managing the digital supply chain: The role of smart technologies. Technovation, 96–97, 102121. https://doi.org/10.1016/j.technovation.2020.102121
27.
NgoV. M., NguyenH. H., PhamH. C., NguyenH. M., & TruongP. V. D. (2022). Digital supply chain transformation: effect of firm’s knowledge creation capabilities under COVID-19 supply chain disruption risk. Operations Management Research, 16(2), 1003–1018. https://doi.org/10.1007/s12063-022-00326-z
28.
OrehovačkiT., BlaškovićL., & KurevijaM. (2022). Evaluating the perceived quality of mobile banking applications in Croatia: An empirical study. Future Internet, 15(1), 8. https://doi.org/10.3390/fi15010008
29.
PantanoE., PedelientoG., & ChristodoulidesG. (2022). A strategic framework for technological innovations in support of the customer experience: A focus on luxury retailers. Journal of Retailing and Consumer Services, 66, 102959. https://doi.org/10.1016/j.jretconser.2022.102959
30.
ParasuramanA., ZeithamlV. A., & MalhotraA. (2005). E-S-Qual. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
31.
ParkE.-Y. (2023). The effect of relationship benefits on relationship commitment and customer loyalty in the beauty service industry. Asian Journal of Beauty and Cosmetology, 21(2), 323–334. https://doi.org/10.20402/ajbc.2023.0053
32.
PolyakovaO., & MirzaM. T. (2016). Service quality models in the context of the fitness industry. Sport, Business and Management: An International Journal, 6(3), 360–382. https://doi.org/10.1108/sbm-04-2014-0015
33.
RaneN. L., AchariA., & ChoudharyS. P. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, 5(5), 427–452.
34.
RicardiantoP., YantoT. A., WardhonoD. T., FachrialP., SariM., SuryobuwonoA. A., PerwitasariE. P., GunawanA., IndriyatiI., & EndriE. (2023). The impact of service quality, ticket price policy and passenger trust on airport train passenger loyalty. Uncertain Supply Chain Management, 11(1), 307–318. https://doi.org/10.5267/j.uscm.2022.9.012
35.
RuthJ., WillwacherS., & KornO. (2022). Acceptance of digital sports: A study showing the rising acceptance of digital health activities due to the SARS-CoV-19 pandemic. International Journal of Environmental Research and Public Health, 19(1), 596. https://doi.org/10.3390/ijerph19010596
36.
SashiC. M. (2021). Digital communication, value co-creation and customer engagement in business networks: A conceptual matrix and propositions. European Journal of Marketing, 55(6), 1643–1663. https://doi.org/10.1108/ejm-01-2020-0023
37.
SevilmişA., ÇevikH., & García-FernándezJ. (2022). Factors associated with perceived quality in Turkish fitness centres: A qualitative perspective. Motricidade, 18(3), 410–421.
38.
SevilmişA., & ŞirinE. F. (2022). Fitness and digital transformation in Turkey. In The digital transformation of the fitness sector: A global perspective (pp. 39–48). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80117-860-020221006
39.
SirdeshmukhD., SinghJ., & SabolB. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37. https://doi.org/10.1509/jmkg.66.1.15.18449
40.
SrinivasanS. (2004). Role of trust in e-business success. Information Management & Computer Security, 12(1), 66–72. https://doi.org/10.1108/09685220410518838
41.
SungthongS., AujirapongpanS., & MeesookK. (2023). Exploring the relationship between entrepreneurial orientation, innovation and financial performance: The mediating role of absorptive capacity and technological innovation capability. ABAC Journal, 43(4), 258–275. https://doi.org/10.59865/abacj.2023.49
42.
TsengH.-T., LoC.-L., & ChenC.-C. (2023). The moderation role of AI-enabled service quality on the attitude toward fitness apps. Journal of Global Information Management, 31(1), 1–20. https://doi.org/10.4018/jgim.318694
43.
VerhoefP. C., BroekhuizenT., BartY., BhattacharyaA., Qi DongJ., FabianN., & HaenleinM. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901. https://doi.org/10.1016/j.jbusres.2019.09.022
44.
VialG. (2021). Understanding digital transformation: A review and a research agenda. In Managing digital transformation (pp. 13–66). Routledge. https://doi.org/10.4324/9781003008637-4
45.
VrontisD., ViassoneM., SerravalleF., & ChristofiM. (2019). Managing technological innovation in the sports industry: A challenge for retail management. Competitiveness Review: An International Business Journal, 30(1), 78–100. https://doi.org/10.1108/cr-11-2019-0127
46.
WangX., YuC., & WeiY. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208. https://doi.org/10.1016/j.intmar.2011.11.004
47.
WuX., XiongJ., YanJ., & WangY. (2021). Perceived quality of traceability information and its effect on purchase intention towards organic food. Journal of Marketing Management, 37(13–14), 1267–1286. https://doi.org/10.1080/0267257x.2021.1910328
48.
YadavG. N. S., & SeranmadeviR. (2024). The digital transformation. In Digital technologies, ethics, and decentralization in the digital era (pp. 80–98). IGI Global. https://doi.org/10.4018/979-8-3693-1762-4.ch005
