The correlation of loyalty, service quality, family values, and social values in lower-middle-class participants engaged in dance activities

The emergence of social classes is linked to the former division of labor, where roles were assigned based on individual skills. In social sciences, values are essential for understanding societal dynamics, while service quality is a key factor for business success and customer loyalty. Loyalty, expressed through repeated participation and recommendations, is particularly important in sport organizations. This study examined the relationship between loyalty, perceived service quality, and social and family values among lower-middle-class individuals participating in dance activities. A sample of 1,563 adult men and women from dance organizations across Greece participated in the study. Data were collected through questionnaires measuring social and family values, service quality, and loyalty. Social class was classified using distinctions from social theory. Correlation analysis revealed significant relationships among variables. The findings show that loyalty in dance activities is associated with perceived service quality, while family and social values have weaker but meaningful influences.