Development of a Multidimensional Scale for Measuring the Perceived Value of a Fitness Service

Abstract

The purpose was to develop the multidimensional Perceived Value Scale in Fitness Centers (PVS-FC). Following a test of content validity by a panel of experts, the preliminary PVS-FC was administered to a total of 750 members. The data were randomly split into three subsamples, one for executing an exploratory factor analysis (n = 200), the second for a confirmatory factor analysis (n = 300), and the third for a structural equation model (n = 250). The four-factor solution with 22-items produced a well-fitting measurement model, confirming the multidimensional nature of the perceived value of fitness programs. Knowing the perceptions of multidimensional perceived value in fitness centers can help to understand user behavior, and therefore predict user loyalty. So far there is no scale in the global fitness industry that analyzes multidimensional perceived value. The PVS-FC has a variety of potential applications and can serve as a framework for further empirical research in this important area. © 2024 Global Alliance of Marketing & Management Associations (GAMMA).