Examining how switching barriers moderate the link between customer satisfaction and repurchase intention in the health and fitness club sector

Purpose The purpose of this paper is to examine the influence of customer satisfaction on repurchase intentions in the health and fitness club industry, with a focus on the moderating role of switching barriers. While prior research has explored satisfaction and loyalty, this study extends the literature by investigating how perceived switching barriers affect the satisfaction-intention relationship. By addressing this gap, the research provides insights into strategies for retaining members and fostering long-term loyalty, contributing to a deeper understanding of consumer behavior in a highly competitive industry. Design/methodology/approach Adopting a convenient sampling approach, the study engaged 372 health and fitness club members. Structural Equation Modeling (SEM) is used to test the hypothesized relationships and examine the moderating role of switching barriers on the satisfaction-repurchase intention link. Findings The findings revealed significant associations between repurchase intention and customer satisfaction, interpersonal relationship barriers, and switching costs barriers. Surprisingly, the attractiveness of alternatives barrier showed no significant impact on repurchase intention. Moderating analyses indicated that only the interpersonal relationship barrier had a significant moderating effect on the relationship between customer satisfaction and price sensitivity. Research limitations/implications Due to the need for a valid sample size while having limited accessibility to the population, a convenience sampling approach was used, which may not be representative of the true health and fitness club member population. Practical implications The results suggest that club managers should prioritize enhancing customer satisfaction levels and addressing interpersonal relationship barriers to foster stronger repurchase intentions among health and fitness club members, acknowledging the crucial role that interpersonal relationships play in influencing customer loyalty in this context. Originality/value This study contributes to the existing body of knowledge in service marketing by providing a nuanced understanding of the interplay between customer satisfaction, switching barriers, and repurchase intentions within the context of the health and fitness club industry. Unlike prior research that often treats satisfaction as the sole predictor of repurchase behavior, this study integrates switching barriers as both a direct influencer and a moderator, offering a more comprehensive framework. The findings have significant theoretical implications for refining customer retention models and practical value for health and fitness club managers seeking to design targeted strategies to enhance member loyalty and mitigate attrition rates.