Conceptualization of switching costs in fitness centers: a higher-order reflective-formative model

HIGHLIGHTSWe identify switching costs dimensions associated with fitness centres.We propose a higher-order reflective-formative fitness switching costs model.We provide conceptual definitions of switching costs.The concept of switching costs has been given increasing attention in the marketing and management literature. However, conceptual confusion in the literature has impeded applying the concept of switching costs to fitness centres. As such, the purpose of the study is to conceptualize switching costs in the context of fitness centres. Four sequential steps are employed to achieve the objective of the study. In Step 1, a qualitative method using open-ended questions (n = 98) identifies switching costs dimensions in fitness centres. The results show 11 multidimensional constructs, which are then conceptualized as a third-order fitness switching costs model (FSCM) in Step 2. In Step 3, the higher-order FSCM is specified as a third-order formative construct consisting of four second-order formative constructs with 11 first-order reflective constructs. Building on the three step s, Step 4 proposes a formal definition of switching costs as consumers’ perceptions of procedural, relationship, financial, and convenience costs when voluntarily considering switching to another fitness centre. Definitions for all lower-order dimensions are also proposed. The theoretically grounded conceptualization of switching costs in the present study enhances conceptual clarity and builds a foundation for further investigations in this area.