This research examined how customers’ perceptions of service quality
influence the degree of their involvement and psychological connection to a
sport activity at a fitness center by applying the Psychological Continuum
Model (PCM). Research instruments consisted of the PCM and
SERVQUAL and administered to customers at a fitness centre in Malaysia
(n = 248). In terms of sport involvement, the results showed most subjects
are in the level of attachment. Results showed all dimensions of service
quality have negative mean scores which mean customers are dissatisfied
will all aspects of service quality at the fitness centre. A one-way ANOVA
showed differences in satisfaction with service quality based on the PCM
level of involvement for tangible, reliability, responsiveness, and empathy
dimensions of service quality. Customers at the higher level of involvement
(allegiance) reported less dissatisfaction with the tangible, responsiveness,
empathy, and reliability dimensions of service quality compared with those
at the awareness level.