This study extends current understanding of how gender shapes value co-creation, perceived service quality and turnover intention within health and fitness clubs. Survey responses were collected from 485 fitness club customers in Iran. Partial least squares structural equation modelling (PLS-SEM) was deployed to demonstrate the effects of predictor variables while fuzzy-set qualitative comparative analysis (fsQCA) was used to identify combinations of value co-creation behaviours capable of predicting model outcomes. Necessary condition analysis (NCA) was also employed to identify the value co-creation factors required to achieve low turnover intentions and high service quality perceptions. Results reveal the moderating role of gender in shaping the complex combinations of value co-creation factors leading to low turnover and high perceived quality; fsQCA findings demonstrate how this differs between male and female consumers. NCA findings suggest that fitness club managers should foster an interactive environment through advocacy programmes, promoting responsible behaviours andwboosting tolerance, to encourage both male and female customers to participate in co-creation processes. This is the first empirical study to apply complexity theory to explore whether service quality perceptions and turnover intentions vary across gender via structural and configurational modelling.

中文翻译：

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在性别隔离的环境中对感知的服务质量和离职意向进行建模

这项研究扩展了当前对性别如何影响健康和健身俱乐部内的价值共同创造、感知的服务质量和离职意向的理解。调查回复来自伊朗的 485 名健身俱乐部客户。偏最小二乘结构方程模型 (PLS-SEM) 被用来证明预测变量的影响，而模糊集定性比较分析 (fsQCA) 被用来识别能够预测模型结果的价值共创行为的组合。必要条件分析（NCA）也被用来确定实现低营业额意图和高服务质量感知所需的价值共同创造因素。结果揭示了性别在塑造导致低流动率和高感知质量的价值共同创造因素的复杂组合中的调节作用；fsQCA 调查结果表明男性和女性消费者之间的差异。NCA 的调查结果表明，健身俱乐部经理应通过倡导计划、促进负责任的行为和提高容忍度来营造互动环境，以鼓励男性和女性顾客参与共同创造过程。这是第一个应用复杂性理论来探索服务质量感知和离职意向是否通过结构性的性别差异的实证研究。和配置建模。