Escape to Sociality! Evaluation of the Relationship between Fitness Club members' Escape, Sociability, Friendship and Place Loyalty Structures with Their Loyalty Levels

Abstract

Background: In sports marketing literature, the importance of loyalty phenomenon has been emphasized many times. In the literature review, it has been determined that there are limited number of studies on motivational factors that affect the loyalty of fitness club members. Aim: So, the purpose of the current research is to test empirically the factors that affect fitness club members loyalty Methods: For this purpose, data obtained from a total of 652 fitness club members were analyzed in line with the methodological principles of SEM modelling. Results: In the scope of the research it has been determined that sociability, escape, friend attachment and place attachment and WOM behaviors are directly or indirectly effect the loyalty of fitness club members. Based on these findings, both the theoretical and practical results of this research are discussed in the research. Conclusion: The results of the research show that the marketers should understand the important role of factors such as social escape, friend and place attachment and they should act accordingly.