The Role of Consumer Engagement in Behavioral Loyalty through Value Co-Creation in Fitness Clubs

Mohsen Behnam, Mikihiro Sato, Bradley J. Baker

Research output: Contribution to journalArticlepeer-review


Using service dominant logic as the theoretical framework, this study examines the associations between consumer engagement, two dimensions of value co-creation (co-production and value-in-use), and behavioural loyalty while considering the moderating role of psychological involvement. Participants (N = 559) were recruited from fitness clubs in Urmia, Iran. Structural equation modelling revealed positive associations between consumer engagement, value co-creation, and behavioural loyalty. consumer engagement had a positive indirect effect on behavioural loyalty through co-production, although not through value-in-use. This suggests operationalizing value co-creation as multidimensional is more appropriate than as a unitary construct. Furthermore, psychological involvement had a moderating effect on the relationship between consumer engagement and behavioural loyalty, where the relationship was stronger for individuals with higher psychological involvement. Findings from this study suggest consumer engagement is a key antecedent of behavioural loyalty and highlight the importance of co-production and psychological involvement in promoting behavioural loyalty at fitness clubs.

Original languageEnglish (US)
Pages (from-to)567-593
JournalSport Management Review
Issue number4
StatePublished - 2021


  • co-production
  • fitness clubs
  • service dominant logic
  • Sport consumer behaviour
  • value-in-use

ASJC Scopus subject areas

  • Business and International Management
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management
  • Organizational Behavior and Human Resource Management
  • Management Science and Operations Research
  • Marketing

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