K. Johnson, M. Fine, and J. Christia (2020)
CrossFit has grown exponentially since its inception in 2000. There is a lack of research to evaluate participants’ satisfaction in general or with their affiliate. The purpose of this study is to investigate the factors that influence consumers’ value, satisfaction and loyalty to the CrossFit community. To test the hypotheses, a multivariate regression analysis is performed with value as the dependent variable and six independent variables: service quality, coaches, injuries, addictive personality, digital application and income. Results show that coaching, perception of the risk of injuries and digital application provided by affiliate had a significant and positive influence on the athletes’ satisfaction of CrossFit, while addictive personality and income had a negative relationship but were not significant. Athletes in satisfaction differ according to experience (elite, amateur or beginner). The article develops a better understanding of what influences customer satisfaction in the CrossFit community.
CrossFit, customer satisfaction, service quality, value, loyalty, coaches.