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Previous research on self-image congruency has focussed on the relationship between a consumer's self-image and various tangible products. The intent has been to understand the impact of actual self-image and ideal self-image on various product-related decisions. However, little attention has been given to service-oriented products and image congruity; understanding how consumers' self-image influence product selection is no less important in the service sector. Health clubs are a service-oriented product, mixing a blend of tangible products (e.g. exercise equipment) and intangible services (e.g. personal trainers) that combine to influence the experience health club members have when they consume the product. Therefore health clubs may (or may not) elicit a different type of congruent appeal to the consumer.
Additionally, much like a retail environment, the surrounding features ([29] Peter and Olson, 2008) of a health club influence consumption. Specifically, the environment of a health club consists of physical, social, and atmospheric cues intended to influence the behavior and experience of consumers. Interestingly, the environment, and therefore experience, may change given the mix of cues. Consider, for example, how one's consumption experience might vary based on the number and mix of patrons present, time of day, and equipment available at the time of consumption. Thus, since members return to their health club to consume the service, health clubs represent an interesting blend of service product characteristics and store environment, consumed in a conspicuous fashion. The purpose of this study is to examine the relationship between consumers' self-concept and their patronized health club under the image congruence hypothesis. As a first step, the relationship between the consumer's health club image and their actual self-image is explored. Then, the relationship between ideal self-image and health club image is analyzed. We consider the integrative model of store image, store patron image, self-congruity, and retail patronage provided by [37] Sirgy et al. (2000), focussing primarily on the relationships among self-congruity, health club image, and health club patronage. Each has significant marketing and management implications for health clubs. A thorough review of the seminal research on self and self-concept, as well as more recent explorations of these concepts, provides the foundation for each hypothesis.
Health club industry overview
In 2006, 29,069 health clubs were operating in the USA. The number of health clubs...