The purpose of this research is to examine the holistic impact of expanded servicescape stimuli (physical, social, socio-symbolic, natural) on the decision-making processes (emotional, attitudinal, normative, and control) of fitness center members and consequently, the indirect effects on behavioral intentions (response) within the Stimulus-Organism-Response (SOR) model.
A total of 336 fitness center members were reached using the convenience sampling method. The fundamental methodological principles of structural equation modeling (SEM) were followed to validate the proposed theoretical model and test the hypotheses.
The results revealed that the holistic servicescape stimuli of fitness centers affect the emotional, normative, attitudinal, and control variables in the psychological decision-making processes of members, thereby influencing their intentions to maintain their fitness center memberships.
This study significantly advances the literature by empirically demonstrating the combined effects of expanded servicescape stimuli on the decision-making processes of fitness center customers. Thus, providing valuable insights for both academics and practitioners in environmental psychology and sports marketing.
