The purpose of this research was to investigate customers' expectation of service quality in Thai University fitness centers located in the Bangkok metropolitan area, Thailand and to examine whether their desires differ according to the certain demographic and behavioral variables. The study used the SQAS questionnaire instrument by Lam, Zhang, & Jensen (2005). The participants consisted of 495 individuals who were members of Thai university fitness centers in the Bangkok metropolitan area. MANOVA tests were carried out to compare the differences among demographic variables of participants regarding their expectation of service quality for each factor of the instrument in order to examine their desires for service quality. Post-hoc comparisons used the Least---Significant Difference (LSD) tests to indentify which means were different when a difference between group means was identified.;The findings showed demographic data of public and private fitness center participants. Overall, participants reported an average rating of "Important" for service quality expectations ranging from 3.82 +/- 0.77 for "Child Care" to 4.07 +/- 0.58 for "Overall Staff". The finding also found that significant differences of desires exist among genders, occupation, duration of use per visit, frequency of use facilities, and type of fitness centers.;The importance of this research is to assist the management of health and fitness center at Thai University fitness centers to identify their customers' need, establish performance standards of service quality, update regulations for improving service quality, and measure the quality of employees.
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