The objective of this paper is to study the effect of a servicescape on consumers when choosing a health club. The constructs of a health club servicescape are identified as the ambient factor, design factor and service provided by employees. On the other hand, the store choice criteria that will be analysed are: service quality, price and store image. This investigation proposes a conceptual model that analyzes the consumer’s perception of the servicescape and how these influence the consumer’s store choice. The results of this study showed that the ambient, design and social factors of a Health Club influence the member’s service quality, price and image perceptions.

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Servicescape, Store Environment, Behavioral Intentions