Using an enhanced SERVQUAL approach to assess service quality in Czech fitness centers

This study is focused on the issue of sport service validation in the fitness domain; it aims to propose a systematic procedure for evaluating the quality of services in the Czech fitness industry. Cross-cultural transfer and validation of the SERVQUAL method (Parasuraman, Zeithaml, Berry, 1988), which was originally validated for American customers, is discussed practically. The modified Czech version of the SERVQUAL questionnaire was the main tool of data collection in the market research of six fitness centers chosen randomly with a sum of 697 participants. Upon completion of data collection, the reliability of the model was repeatedly evaluated by means of SEM – Structural Equation Modelling. Based on the SEM results a hierarchical structured model was designed with a general factor and four factors corresponding to questionnaire subscales.