<![CDATA[Purpose – This study aims to examine the effects of the service environment and perceived pricing on customer loyalty among members of Rio Gym in East Jakarta. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through questionnaires from 160 active Rio Gym members selected using a non-probability purposive sampling technique. The data were analyzed using multiple linear regression to examine the effects of the service environment and perceived pricing on customer loyalty. Findings – The results indicate that the service environment has a positive and significant effect on customer loyalty, suggesting that facility hygiene, comfort, and spatial design are important factors in fostering customer loyalty. In addition, perceived price fairness has a positive and significant effect on customer loyalty, indicating that customers are more likely to remain loyal when they perceive prices to be fair relative to the quality of services received. Originality/Value – This study contributes to the service marketing literature by examining the combined effects of the service environment and perceived pricing on customer loyalty within the fitness industry, a context that has received relatively limited attention compared with other service sectors. The findings provide practical insights for fitness center managers by emphasizing the importance of creating a comfortable service environment and implementing fair pricing strategies to enhance customer loyalty.]]>
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