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Ph.D.
                                                                                  (Management)
        IMPACT OF SERVICESCAPE ON SERVICE QUALITY AND
        CONSUMER SATISFACTION IN FITNESS CENTERS OF GUJARAT

        Ph.D. Scholar : Mihir Shah
        Research Supervisor : Dr. Jayesh D. Patel



                                                                              Regi. No.: 16146031004
        Abstract :
        The  fitness  industry  develops  rapidly  which  shows  people  are  more  concerned  about
        their healthier lives. Fitness centers intensely depend on the servicescape, which play a
        vital  role  to  influence  consumers.  The  investigation  points  to  perceive  the  effect  of
        servicescape  and  social  servicescape  on  service  quality,  which  leads  to  consumer
        satisfaction.  It  analyzes  a  convenient  sample  of  981  workable  feedbacks  from  the
        consumers of the fitness center of Gujarat. A methodized questionnaire was regulated.
        By  structural  equation  modeling,  this  study  demonstrates  that  service  quality  is
        influenced  by  servicescape  and  social  servicescape  and  consumer  satisfaction  is
        influenced by service quality. This study helps fitness centers to strengthen their value
        added services more, develop their whole servicescape in such a way that the consumers
        will be satisfied with the service quality, and become more committed.
        Key words: Servicescape, social servicescape service quality, consumer satisfaction



































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