Submitted in partial fulfillment of the requirement for the Masters Degree in Technology (Marketing),
Marketing, Retail and Public Relations Department,
Durban University of Technology, 2009. / Interest in the quality of the health and fitness industry has grown considerably over
the last decade. Gymnasiums are increasingly placing greater emphasis on meeting
members‟ expectations and needs. As more competition enters this industry,
members‟ perceptions of gymnasiums facilities and services are becoming more
important. It is apparent that there is a need to measure members‟ expectations and
perceptions of service quality at Virgin Active gymnasiums in the greater Durban
area.
The aim of this study was to investigate customer service quality at commercial
health and fitness centres. The four objectives of this study were: firstly, to identify
members‟ expectations in terms of the delivered services provided at Virgin Active
gymnasiums; secondly, to ascertain the perceptions of members towards the
services provided at Virgin Active gymnasiums; thirdly, to measure the gaps between
members‟ expectations and perceptions of service quality, using a modified version
of the SERVQUAL model, and fourthly, to calculate and measure the score of the
SERVQUAL dimensions.
The instrument used to assess the members‟ expectations and perceptions of
service quality was the SERVQUAL questionnaire, measuring expectations and
perceptions according to five quality dimensions. Four hundred and fifty members
were surveyed using the SERVQUAL questionnaire. The respondents were selected
through non-probability sampling within which convenience sampling was applied.
Data were analyzed using descriptive and inferential statistical techniques.
Conclusions and recommendations were thereafter drawn from the literature and the
findings of the study.
The study shows that members‟ expectations of service quality exceeded their
perceptions on the five service quality dimensions used in the SERVQUAL
questionnaire. The smallest dimension gap score proved to be tangibles, while the
largest gap score of the study proved to be empathy followed by responsiveness.
iv
Therefore, it is recommended that Virgin Active gymnasiums in the greater Durban
area attend to these gaps and ensure that necessary strategies are implemented so
that members receive a high level of service quality in all areas of the service
dimensions.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:dut/oai:localhost:10321/472 |
| Date | January 2009 |
| Creators | Lotz, Colleen |
| Contributors | Garbharran, Hari Lall, Penceliah, Soobramoney |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | 113 p |
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