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Service Quality Expectations in the Fitness Center Context: A Validation of the Expectations Component of the SERVQUAL Scale in Greece

Abstract Considering the importance of identifying customers’ expectations and delivering the desired level of service quality, this study aims at examining the reliability and validity of the expectations component of the SERVQUAL scale in the context of Greek fitness-centers. Having collected data from 216 users, the results reveal that SERVQUAL is a highly valid and reliable scale to measure service quality expectations, yet the five dimensions originally proposed have not been confirmed. More specifically, the “Responsiveness” dimension failed to be extracted and instead, a four-factor solution was deemed more appropriate in the Greek context. The study contributes to the SERVQUAL scale criticism and it is among the first efforts to adapt the SERVQUAL scale in a fitness-center context.