Investigating the effect of social responsibility on Customer`s loyalty of fitness clubs with role moderating of image and reputation

The purpose of this study was to investigate the effect of social responsibility (based on new and special dimensions of sports) on customer`s loyalty with role moderating of image and reputation in fitness clubs in Rasht. The method of the present study was descriptive-correlational that it was a survey study and in terms of the data-collection it was a field study. For this purpose, 409 club’s customers were selected using random sampling. Data analysis in this research was performed by structural equation modeling using with SPSS 24 and AMOS 24 software. The findings showed that the club's social responsibility, while having the greatest impact on the image, also affects reputation and loyalty. Image as an independent variable also affects reputation and loyalty. However, in the final model, reputation has no significant effect on loyalty; However, a significant positive and effective relationship between research variables is very evident in the final model. In general, club managers can attract potential customers and retain loyal customers by considering the dimensions of social responsibility to customers as an effective strategy and thus gaining a good image and reputation, which is a prerequisite for the survival and competitive advantage.