A stimulus-organism-response approach to predicting membership retention in fitness clubs

This study determines the impact that psychological evaluations of cognitive and affective factors have on fitness club membership retention. This study employs the stimulus-organism-response (SOR) framework to determine the impact of the cognitive factors (service quality and brand identity attractiveness) and affective factors (rapport and state anxiety) on satisfaction (organism) and ultimately, cancellation intention. A quantitative questionnaire was distributed to fitness club members (n = 635) and followed up with cancellation outcome data 12-months later to assess the predictive validity of intentions on cancellation outcome. Active users with validated cancellation intentions were included in the analysis (n = 544), through which a mediation model based on the SOR was tested using the PROCESS Macro. The SOR approach was validated, due to satisfaction mediating the influences of service quality, brand identity attractiveness, rapport and state anxiety, on cancellation intention. State anxiety was partially mediated, due to having both a mediated and direct influence over cancellation intention. This paper provides the first validation of the SOR framework in predicting fitness club membership retention and demonstrates the importance of assessing both cognitive and affective factors, especially state anxiety, when seeking to predict membership retention.