The purpose of this study was to examine the effect of member identity and its dimensions of power, urgency, external legitimacy, internal legitimacy and interest, on satisfaction and behavioural intentions in fitness centres.
Two studies were designed. In Study 1, data were collected from fitness centre members (n = 225) and structural equation modelling used to examine the dimensions of fitness centre member identity and its subsequent effect on satisfaction and behavioural intentions. In Study 2, interviews exploring member identity were conducted with members (n = 9) and managers (n = 7) and a content analysis contrasted their perceptions of power, urgency, internal legitimacy, external legitimacy and interest.
The results of Study 1 support the multidimensional construct of member identity and its positive influence on both satisfaction and behavioural intentions. Satisfaction mediated the relationship between member identity and behavioural intentions. In Study 2, managers and members expressed similar perceptions of the member identity dimensions: low power; urgency is issue-dependent; external legitimacy is recognized; members are perceived as legitimate; and most members exhibit high interest in their membership.
This study provides a deeper understanding of how member identity contributes to long-term relationships between members and fitness centres. It extends the body of consumer behaviour literature in the context of fitness centres.
