Exploring the Dynamics of Servicescape, Brand Image, and Customer Loyalty in the Fitness Clubs: A Case Study from Guangxi Province

PURPOSE The purpose of this study is to investigate the relationship of the fitness club's servicescape, brand image, and customer loyalty, and to further verify the mediating role of brand image. METHOD This study used cluster random sampling to conduct a survey of 300 fitness club members in Guangxi Province, China. RESULT The findings indicate that while servicescape positively influences brand image, it does not directly influence customer loyalty. Instead, brand image significantly mediates the relationship between servicescape and customer loyalty. CONCLUSION These insights reveal the intricate dynamics between servicescape, brand image, and customer loyalty in the fitness sector. Understanding these relationships can enhance customer retention and foster loyalty, thereby contributing to the growth of the fitness industry and enriching the literature on fitness service marketing.