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Competition between companies increases rapidly and continuously, so it is important to always evolve. The purpose of this study was: (1) to test the impact of word of mouth, price, and service quality on the satisfaction and loyalty of customers of health and fitness clubs in Klaten and Yogyakarta; (2) to provide a sports management guide to these companies; and (3) to evaluate the third-party complaints in the context of these clubs. A descriptive survey method was used with a quantitative approach. The research sample consisted of 200 subjects from 10 Klaten and Yogyakarta health and fitness clubs recruited by random sampling. Data were collected through a questionnaire. Data were analyzed using structural equation modeling to test the similarity and relationships between all variables. The results showed that loyalty and satisfaction were significantly influenced by word-of-mouth, and service quality had a positive effect. Price had a significant effect on customer satisfaction and loyalty as well. A company’s customer satisfaction and loyalty are very important for increasing profits, so it is crucial for companies to always maintain good relations with their customers. Keywords: health and fitness club, service quality, word-of-mouth, satisfaction, loyalty

Factors Affecting Satisfaction and Loyalty of Health and Fitness Club Customers