The Impact of Service Personalization and Customer Gratitude on Customer Loyalty in Arak's Sport Clubs Given the Mediating Role of Relationship Quality Dimensions

The aim of this study was to investigate the impact of services personalization and customer gratitude on customer Loyalty in Arak's Sport Clubs considering given the mediating role of Relationship Quality Dimensions. The sample for this study was selected among all consumers in health clubs and fitness centers in Arak by stratified sampling (north, south, east, west and center of city). Data were gathered by questionnaire (27 items); Validity and reliability of the questionnaire were tested. Data analyses were done using Structural equation modeling in SPSS15 and LISREL8.8 Software. Findings reveal that services personalization and customer gratitude have a direct and significant impact on customer Loyalty. Also, the results showed that relationship quality dimensions have a mediating role in the relationship between services personalization and customer gratitude and customer Loyalty in Arak's sport clubs. Therefore, by providing services tailored to the needs and demands of customers, clubs can develop their sense of appreciation as well as their satisfaction and loyalty, and by creating a high-quality relationship increase this effectiveness.