Page 95 - THEi Student Applied Research Presentations 2025

IDENTIFYING KEY SERVICE QUALITY
FACTORS INFLUENCING CUSTOMER

SATISFACTION IN LCSD FITNESS ROOM
FACILITIES IN HONG KONG

Poster
NG Ka Fai
BSocSc (Hons) in Sports and Recreation Management
Department of Sport and Recreation

RESEARCH BACKGROUND OBJECTIVES

The study focuses on analyzing service quality factors influencing customer • Investigate the relationship
satisfaction in fitness room facilities of the Leisure and Cultural Services between service quality and
Department (LCSD) in Hong Kong. Public fitness facilities play a crucial role customer satisfaction in LCSD
in promoting physical activity, especially in urban areas like Hong Kong, fitness rooms.
where affordable exercise opportunities are essential. The study utilizes the • Identify key service quality
SERVQUAL model to investigate dimensions such as reliability, responsiveness, factors (tangibility, reliability,
assurance, tangibility, and empathy in relation to customer satisfaction. responsiveness, assurance,
empathy) affecting satisfaction.
METHODOLOGY • Explore how user demographics,
frequency, and duration of gym
The study employed a quantitative, cross-sectional survey design based on the use influence perceptions of
SERVQUAL framework to evaluate service quality and customer satisfaction service quality and satisfaction.
in LCSD fitness rooms. Data were collected from 50 participants across 10 • Provide actionable recommendations
LCSD fitness rooms in Hong Kong using a structured questionnaire. The for LCSD to enhance service
survey included demographic details, usage patterns, and perceptions of quality and customer satisfaction.
service quality across five dimensions—tangibility, reliability, responsiveness,
assurance, and empathy—using a 7-point Likert scale. Participants were
recruited on-site during peak hours, ensuring a diverse sample. Statistical
analyses, including Pearson correlation and one-way ANOVA, were conducted
to assess relationships between service quality dimensions and satisfaction, as
well as differences across usage frequency and duration. ABOUT THE INVESTIGATOR

FINDINGS I am a dedicated and multi-skilled
individual passionate about sports,
The study found a strong positive relationship between service quality youth development, and fitness.
and customer satisfaction. Reliability and assurance emerged as the most With diverse experiences as a junior
influential dimensions, with regular and long-term users valuing consistent basketball instructor, camp service
service and staff professionalism. Tangibility was significant for newer users, leader, and certified high event
shaping first impressions. Responsiveness and empathy had moderate challenge instructor. My career goal
importance, particularly for beginner or occasional users. The findings suggest is become a professional coach,
that improving reliability, assurance, and tangibility, alongside staff training and dedicated to educating and inspiring
digital enhancements, could boost satisfaction and encourage broader public youth.
fitness participation. I would like to express my gratitude to
my supervisor, Dr Peggy CHOI, for her
continuous inspiration and invaluable
guidance throughout my research
journey.

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