Investigation of the Affect of the Customer Satisfaction on the Customer Loyalty in Fitness Centers

Fitness centers are the business that provides the needs of sport consumers, such as healthy life, loose weight, GYM and physical fitness. As a business, the fitness centers are trying also through satisfy the customer’s wants and needs, holding present customers, gaining new customers and having loyal customers, enhance the profitable of business. Therefore, planning the marketing programs, which determine and enhance the level of customer satisfaction and loyalty, is important on achievement of business. The research dates were collected from 122 individuals who are the customers of a fitness center. Lisrel 8.51 programme was used for analyzing of the data. Findings of this research shows that customer satisfaction is affect on customer complaining behavior with mediation of psychological commitment and willingness to pay more. Results of this research can be useful for fitness managers and academic researchers, studying on fitness customers and customer behaviors.