| dc.description.abstract | The recent years have been observing the explosion of Yoga industry in many countries, including Vietnam. The valuable opportunities for businesses in this industry also mean the increasing competition and challenges, demanding management of Yoga studios to incessantly increase customer satisfaction and retain customers in order to remain their position. This study aimed at testing the influence of service quality on satisfaction and loyalty using the data collected from 359 Yoga practitioners in Ho Chi Minh City and some other cities in Vietnam. The research resulted in a three-dimension scale to measure satisfaction, including outcome quality, physical environment quality and personnel quality, in order of significance of positive effects. The findings also showed a strong positive impact of satisfaction on customer loyalty. Moreover, the indirect influence of service quality on loyalty was also confirmed through the mediating effect of satisfaction. Confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM) also supported the validity of the factors and model. The findings of this research provided a useful guideline for Yoga management in Vietnam, as well as an important contribution to the body of literature in this topic.
Keywords: Yoga studios, health and fitness industry, service quality, satisfaction, loyalty | en_US |
