The Conceptual Frame Work: Antecedents Affecting on Customer Loyalty of Sports Science Centers, Institute of Physical Education in Thailand
The objectives of this research are to study the levels of antecedents and the customer loyalty of the Sports Science Centers, Institute of Physical Education in Thailand and develop and verify the congruence of path model causal influence of the customer loyalty of the Sports Science Centers, Institute of Physical Education, in Thailand with the apparent data and find that nowadays people in various countries exercise more and businesses relating to exercising all grow rapidly with many people using the exercise services increasingly. The causes may come from the attitudes of the people in the society who see that building is better than repairing, stresses in daily life, high cost of hospital bills, many fearful diseases or as people live longer they have to live with high quality and be self-sufficient. These causes have attractive power for people to increase the care for their health continuously. Methods of exercising are varied depending on the objectives, suitability and preference of that particular person. Exercises that are good for the body should be correct in principle. The Sports Science Centers are units under the Institute of Physical Education and are important in convincing people to participate in the activities. The exercise centre business market is a high growth market in Thailand but the service quality and paying attention to customer are the important factors that make sports science centers grow sustainably with people using the services continuously and do not change to use the services of other service providers.
This research analysis unit is the customers of Sports Science Centers under the Institute of Physical Education in Thailand total 28 centers using a sample group of 500 persons. On the basis of literature reviews relating to perceived value, service quality, customer’s satisfaction towards trust and customer loyalty of Sports Sciences Centers, Institute of Physical Education in Thailand. This is a mixed-methods research using a questionnaire as the research tool and the data will be analyzed for descriptive statistics of percentage, means, standard deviations and referral statistics to analyze for causal relationship affecting customer loyalty of the Sports Science Centers, Institute of Physical Education in Thailand.
Keywords - Antecedents, Customer Loyalty, Sports Science Center