STRUCTURAL EQUATION MODEL OF EFFECTIVE FITNESS CENTERS IN BANGKOK METROPOLITAN AND VICINITY REGION
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Abstract
The major objective of this research was to analyze a structural equation model of effective fitness center managerial factors in Bangkok metropolitan and vicinity region based on Competing Value Approach (CVA) theory. Samples were 660 stakeholders of Fitness First, We Fitness, and Virgin Active. Instrument was questionnaire adopted from Dittachai Chankuna (2018). Statistics used was structural equation modeling by Mplus software. The results were found that a structural equation model of effective fitness center in Bangkok metropolitan region composed of exogenous latent variable named Means and endogenous latent variable named Ends, with moderate fit (CFI = 0.856). Means represented Planning and Organizing, Consumer Behavior, Consumer Relation, and Human Resource Management. Ends represented Service and Product, Marketing Strategy, Organization Development, and Career Path. Means had a direct effect to Ends at a moderate level (Path Coefficient = 0.865). Consumer behavior and Marketing Strategy strongly affected to manage fitness center for effectiveness (Factor Loading = 0.844 and 0.881 respectively).
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The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
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