The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers

•This study contributes to the fitness low-cost business model.•The presented model includes service convenience, perceived quality and value.•Service convenience and perceived quality are influential to customers’ satisfaction and future intention.•Managers should guarantee high quality standards and diminish the perception of time and effort in low-cost fitness services.Due to its importance in fitness centers, a number of authors have explored and analyzed loyalty. However, two characteristics not yet examined are service convenience in fitness center chains and low-cost fitness centers (an emerging business model). In the present study, the authors sought to understand the relationship among perceived quality and service convenience on perceived value, satisfaction, and client loyalty in low-cost fitness centers. Clients (N = 763; 381 women and 382 men) from three low-cost Spanish fitness centers were surveyed, revealing a positive relationship among the variables studied. Findings demonstrate the importance of proper management of non-monetary sacrifices and perceived quality by the managers of these sport organizations, since client loyalty could depend on factors of these emerging sport models.