Antecedents and consequences of relationship quality in athletic services

Abstract

Purpose

The purpose of this paper is to conceptualise relationship quality (RQ) and determine its antecedents and consequences in athletic services.

Design/methodology/approach

One in‐depth case study is carried out in a big fitness centre and involves ten personal interviews with various employees and observation.

Findings

RQ is perceived through the behaviour of both provider and customer and the quality of their interaction. RQ antecedents include the personality and skills of employees and customers; the servicescape; the quality of the offer; permanent staff; the relational orientation and reputation of the provider; the power of entertainment, and relationship duration. Finally, RQ effects include the creation of enduring customers; psychologic benefits for customers; employee satisfaction; customer retention and profitability; new service ideas; relationship exploitation, and the personal success and reputation of instructors.

Research limitations/implications

New variables emerge for analysing the quality of service‐based buyer‐seller relationships. Also, RQ is linked to the everyday behaviour of both parties and not the feelings that they develop such as trust, commitment and satisfaction as previous research demonstrates. However, results are based on one case study. Future research should expand the number of cases; test results empirically and validate them in other types of relationships or services; do dyad (provider and customer) studies, and analyse the factors that influence RQ at different relationship development stages.

Practical implications

The results of this study offer guidance to athletic services firms on how to increase RQ by selecting and training employees; informing, researching and training customers; the management of the servicescape; the adoption of flexible services; the development of loyal customers; the use of customer ideas, and the enhancement of employee satisfaction.

Originality/value

A guide to developing quality relationships in athletic services is provided to fitness centres. New concepts emerge for the management of service‐based buyer‐seller relationships.

Citation

Athanasopoulou, P. (2008), "Antecedents and consequences of relationship quality in athletic services", Managing Service Quality: An International Journal, Vol. 18 No. 5, pp. 479-495. https://doi.org/10.1108/09604520810898848