Acta Universitatis Carolinae Kinanthropologica (AUC Kinanthropologica) is an international peer reviewed journal for the publication of research outcomes in the humanities, the social sciences and the natural sciences, as applied to kinathropology. It is a multidisciplinary journal accepting only original unpublished articles in English in the various sub-disciplines and related fields of kinanthropology, such as Anthropology, Anthropomotorics, Sports Pedagogy, Sociology of Sport, Philosophy of Sport, History of Sport, Physiology of Sport And Exercise, Physical Education, Applied Physical Education, Physiotherapy, Human Biomechanics, Psychology of Sport, Sports Training and Coaching, Sport Management, etc. The journal also welcomes interdisciplinary articles. The journal also includes reports of relevant activities and reviews of relevant publications.

The journal is abstracted and indexed by CNKI, DOAJ, EBSCO, ERIH PLUS, SPOLIT, SPORTDiscus, and Ulrichsweb.

AUC KINANTHROPOLOGICA, Vol 56 No 2 (2020), 143–159

Using an enhanced SERVQUAL approach to assess service quality in Czech fitness centers

Jan Šíma, Eva Čáslavová, William Crossan

zveřejněno: 17. 12. 2020


This study is focused on the issue of sport service validation in the fitness domain; it aims to propose a systematic procedure for evaluating the quality of services in the Czech fitness industry. Cross-cultural transfer and validation of the SERVQUAL method (Parasuraman, Zeithaml, Berry, 1988), which was originally validated for American customers, is discussed practically. The modified Czech version of the SERVQUAL questionnaire was the main tool of data collection in the market research of six fitness centers chosen randomly with a sum of 697 participants. Upon completion of data collection, the reliability of the model was repeatedly evaluated by means of SEM – Structural Equation Modelling. Based on the SEM results a hierarchical structured model was designed with a general factor and four factors corresponding to questionnaire subscales.

Klíčová slova: sport; customer satisfaction; questionnaire; structural equation modelling

reference (33)

1. Alexandris, K., Dimitriadis, D., & Kasiara, A. (2001). Behavioral Consequences of Perceived Service Quality: An Exploratory Study in the Context of Private Fitness Clubs in Greece. European Sport Management Quarterly, 1(4), 280-299. CrossRef

2. Berry, L. L. (1986). Retail Businesses Are Service Businesses. Journal of Retailing, 62(1), 3-6.

3. Bitner, M. J., & Hubbert, A. R. (1994). Encounter Satisfaction versus Overall Satisfaction versus Quality: The Customer's Voice. In: R. T. Rust & R. L. Oliver (Eds.), Service Quality: New Directions in Theory and Practice (pp. 72-94). Thousand Oaks, CA: Sage. CrossRef

4. Bollen, K. A., & Curran, P. J. (2005). Latent Curve Models: A Structural Equation Perspective (Wiley Series in Probability and Statistics). 1. edition. Wiley-Interscience. CrossRef

5. Česká Komora Fitness (2016). Výroční zpráva za rok 2015 [2015 Annual report] (p. 14) [Annual report]. Retrieved from

6. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218. CrossRef

7. Cronin, J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling Performance - based and Perceptions - Minus - Expectations Measurement of Service Quality. Journal of Marketing, 58(1), 125-131. CrossRef

8. Deloitte (2017). European Health & Fitness Market Report 2017 (No. 04; p. 12).

9. Hayduk, L., Cummings, G., Boadu, K., Robinson, H., & Boulianne, S. (2007). Testing! Testing! One, Two, Three - Testing the Theory in Structural Equation Models! Personality and Individual Differences, 42(5), 841-850. CrossRef

10. Howat, G., Absher, J., & Milne, I. (1996). Measuring Customer Service Quality in Sport and Leisure Centers. Managing Leisure, 1(2), 77-89. CrossRef

11. Javadein, S. R. S., Khanlari, A., & Estiri, M. (2008). Customer Loyalty in the Sport Services Industry: the Role of Service Quality, Customer Satisfaction, Commitment and Trust. International Journal of Human Science, 5(2), 1-19.

12. Kim, U., & Berry, J. (1993). Indigenous Cultural Psychologies: Research and Experience in Cultural Kontext. Newbury Park, CA: Sage.

13. Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling. 3rd edition. New York: The Guilford Press.

14. Kotler, P. (2007). Moderní marketing. 4th ed. Praha: Grada Publishing.

15. Kotler, P., & Armstrong, G. (2004). Marketing. Praha: Grada Publishing.

16. Kouthouris, C., & Alexandris, K. (2005). Can Service Quality Predict Customer Satisfaction and Behavioral Intentions in the Sport Tourism Industry? An Application of the SERVQUAL Model in an Outdoors Setting. Journal of Sport Tourism, 10(2), 101-111. CrossRef

17. Lim, J., Romsa, B., & Armentrout, S. (2016). The Impact of Perceived Value, Satisfaction, Service Quality on Customer Loyalty in Women's Fitness Clubs. Sport Journal, 41(2).

18. Mateides, A., & Daďo, J. (2002). Služby. Bratislava: Ing. Miroslav Mračko.

19. McDonald, R. P., & Marsh, H. W. (1990). Choosing a Multivariate Model: Noncentrality and Goodness of Fit. Psychological Bulletin, 107(2), 247-255. CrossRef

20. McDonald, R. P. (1999). Test Theory: A Unified Treatment. Mahwah, N. J.: L. Erlbaum Associates.

21. Nuviala, A., Grao-Cruces, A., Pérez-Turpin, J. A., & Nuviala, R. (2012). Perceived service quality, perceived value and satisfaction in groups of users of sports organizations in Spain. Kinesiology, 44(1), 94-103.

22. Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston, MA: McGraw-Hill.

23. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50. CrossRef

24. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple Item Scale for Measuring Consumers Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.

25. Patterson, P. G., & Spreng, R. (1997). Modeling the Relationship between Perceived Value, Satisfaction and Repurchase Intentions in a Business-to-Business, Services Context: An Empirical Examination. International Journal of Service Industry Management, 8(5), 414-434. CrossRef

26. Raykov, T., & Marcoulides, G. A. (2004). Using the Data Method for Approximate Interval Estimation of Parameter Function in SEM. Structural Equation Modeling: A Multidisciplinary Journal, 11(4), 621-637. CrossRef

27. Robinson, L. (2006). Customer Expectations of Sport Organizations. European Sport Management Quarterly, 6(1), 67-84. CrossRef

28. Seth, N., Desmukh, S. G., & Vrat, P. (2005). Service Quality Models: a Review. International Journal of Quality & Reliability Management, 22(9), 913-949. CrossRef

29. Tsitskari, E., Tsiotra, D., & Tsiotras, G. (2006). Measuring Service Quality in Sport Services. Total Quality Management & Business Excellence, 17(5), 623-631. CrossRef

30. Tsitskari, E., Antoniadis, C. H., & Costa, G. (2014). Investigating the relationship among service quality, customer satisfaction and psychological commitment in Cyprian fitness centers. Journal of Physical Education and Sport, 4(4), 514.

31. Tsitskari, E., Tzetzis, G. & Konsoulas, D. (2017). Perceived Service Quality and Loyalty of Fitness Centers' Customers: Segmenting Members Through Their Exercise Motives. Services Marketing Quarterly, 38(4), 253-268. CrossRef

32. Wright, B. A., Duray, N., & Goodale, T. L. (1992). Assessing Perceptions of Recreation Center Service Quality: An Application of Recent Advancements in Service Quality Research. Journal of Park and Recreation Administration, 10(3), 33-47.

33. Zeithaml, V. A., & Bitner, M. J. (1996). Service Marketing. New York: The McGraw-Hill.

Creative Commons License
Using an enhanced SERVQUAL approach to assess service quality in Czech fitness centers is licensed under a Creative Commons Attribution 4.0 International License.

157 x 230 mm
vychází: 2 x ročně
cena tištěného čísla: 190 Kč
ISSN: 1212-1428
E-ISSN: 2336-6052

Ke stažení