How customer knowledge management helps retain fitness club members: a mediating effect of relationship quality

Abstract

PurposeThis study aims to develop a conceptual model to understand how customer knowledge management (CKM) affects fitness club membership renewal through the mediation of relationship quality.Design/methodology/approachData were collected outside of fitness clubs using a systematic sampling method. A total of 224 valid responses were collected. Structural equation modelling was used to evaluate the relationship between the constructs of the research model.FindingsThe results indicate that both knowledge from customers and knowledge for customers have a positive influence on customer satisfaction and customer trust. Among them, knowledge for customers has a stronger influence on customer satisfaction while knowledge from customers has a greater influence on customer trust. Additionally, three dimensions of relationship quality (customer satisfaction, customer trust and customer commitment) positively influence membership renewal intention with customer commitment exhibiting the greatest influence on it.Originality/valueThis study combines the theories of CKM and relationship quality management to explain why members will renew their service contracts. By using fitness clubs as an example, this research extends the authors' understanding of how knowledge from and for customers can influence customers' attitudes and behavioural intentions towards service companies.