ATTITUDES AND SERVICE QUALITY AFFECTING THE LOYALTY OF BOXING GYM USERS IN THE BANGKOK METROPOLITAN AREA: A CASE STUDY OF NF LUKSUAN BOXING GYM
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Abstract
This research aimed to examine customers’ attitudes, service quality, and customer loyalty, as well as to investigate the effects of attitudes and service quality on customer loyalty at NF Luksuan Muay Thai Gym. A mixed-methods research design was employed. The quantitative phase collected data from 108 members of NF Luksuan Muay Thai Gym using convenience sampling. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Multiple regression analysis was conducted to test the research hypotheses. The qualitative phase involved in-depth interviews with eight key informants who were selected from customers with continuous experience using the service at least 12 times per year.
The findings indicated that overall customer attitudes toward the Muay Thai gym were at the highest level with the cognitive dimension showing the highest mean score. Overall service quality was also at the highest level with reliability receiving the highest mean score. Furthermore, customer loyalty was at the highest level as well with intention to reuse the service showing the highest mean score.
The hypothesis testing results revealed that customers’ attitudes significantly explained the variance in customer loyalty at the .05 level of statistical significance. In particular, the behavioral attitude dimension was the most influential factor affecting customer loyalty. Similarly, service quality significantly explained the variance in customer loyalty at the .05 level. The dimensions of assurance, empathy and reliability were identified as key factors significantly influencing customer loyalty across its various aspects. Moreover, the qualitative findings supported the quantitative results. It was found that customers held positive attitudes toward NF Luksuan Muay Thai Gym and were satisfied with the service quality, particularly regarding the trainers’ professionalism and attentiveness. These factors contributed to their intention to continue using the service and to engage in positive word-of-mouth recommendations.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารวิชาการวิทยาลัยสันตพล ถือว่าเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง ซึ่งกองบรรณาธิการวารสารไม่จำเป็นต้องเห็นด้วยหรือรับผิดชอบใดๆ
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