Marketing Management Through Service Quality Capability: Conceptual Thinking and SEM‑AMOS Evidence from Fitness Factory Survey Data

Abstract

Marketing management in services can be interpreted as capability governance: organizations compete by designing and managing routines that deliver consistent value-in-use across repeated interactions. This study integrates conceptual thinking with covariance-based structural equation modeling (SEM) to examine how a latent Service Quality Capability influences Overall Satisfaction in a fitness service context. Using the attached survey recap dataset (valid cases N = 59), we estimated an AMOS-aligned SEM in which Service Quality (SQ) is indicated by five quality bundles (Tangibles, Reliability, Responsiveness, Empathy, and Assurance), and Satisfaction (SAT) is indicated by seven satisfaction items. The standardized structural path from SQ to SAT is β = 1.00. Reliability is acceptable for most scales (Cronbach’s α: 0.59–0.79). Global fit indices under maximum likelihood are modest, consistent with CB‑SEM challenges under small samples and ordinal indicators (χ²(52) = 188.10, CFI = 0.731, TLI = 0.658, RMSEA = 0.212, SRMR = 0.170). The paper provides a capability-based conceptual framework, interprets the SEM evidence, and outlines a research agenda for marketing management in services