The Utility of Attitudes and Observed Behaviour in Fitness Facility Retention

This thesis utilised both attitudinal and behavioural measures to explore the key determinants associated with member retention in fitness facility contexts. The results demonstrate the significance of behavioural loyalty and, most critically, observed attendance behaviour in explaining variance in member retention. As such, a fundamental shift is proposed, away from the use of attitudes and intentions as direct determinants of member retention, and toward the prioritised collection and evaluation of behavioural data. This assessment of member retention, and use of behavioural data, provides greater insight for researchers and practitioners in the field of sport and leisure management.