The Role of Consumer Engagement in Behavioral Loyalty through Value Co-Creation in Fitness Clubs

Using service dominant logic as the theoretical framework, this study examines the associations between consumer engagement, two dimensions of value co-creation (co-production and value-in-use), and behavioural loyalty while considering the moderating role of psychological involvement. Participants (N = 559) were recruited from fitness clubs in Urmia, Iran. Structural equation modelling revealed positive associations between consumer engagement, value co-creation, and behavioural loyalty. consumer engagement had a positive indirect effect on behavioural loyalty through co-production, although not through value-in-use. This suggests operationalizing value co-creation as multidimensional is more appropriate than as a unitary construct. Furthermore, psychological involvement had a moderating effect on the relationship between consumer engagement and behavioural loyalty, where the relationship was stronger for individuals with higher psychological involvement. Findings from this study suggest consumer engagement is a key antecedent of behavioural loyalty and highlight the importance of co-production and psychological involvement in promoting behavioural loyalty at fitness clubs.

Automated summary

This study, using service dominant logic as the theoretical framework, examines the relationships between consumer engagement, value co-creation dimensions, and behavioral loyalty while considering the moderating role of psychological involvement. The findings suggest that consumer engagement is a key antecedent of behavioral loyalty, with co-production and psychological involvement playing important roles in promoting behavioral loyalty at fitness clubs.