The development of loyalty among novice and experienced customers of sport and fitness centres

Highlights• We examined the effect of service quality and satisfaction on customer loyalty across different consumption stages.• Data was collected in the context of sports and fitness centres.• Our results indicated that service quality was a major driver of loyalty only for novice customers.• Satisfaction was found to be a major driver of customers’ future behaviours for both groups; however, its impact was significantly greater among experienced customers.