PURPOSE This study examines how fitness centers’ care services affect the MZ generation’s perceived value, exercise attitude, and exercise commitment and how perceived value mediates this impact. METHODS Patrons aged 20–30 who used fitness centers in the Seoul and Gyeonggi regions participated in a questionnaire survey from January to February 2024, providing a total of 233 responses. Using SPSS 21.0 and AMOS 21.0, the data underwent frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling. RESULTS First, perceived caring services had a significant effect on perceived value. Second, perceived value had a substantial influence on exercise attitude. Third, perceived value had no significant effect on exercise commitment. Fourth, exercise attitude significantly drives exercise commitment. Fifth, perceived caring services did not significantly affect exercise attitude or commitment. Sixth, perceived value fully mediates the relation between perceived caring services and exercise attitude. Seventh, perceived value had a full mediating effect on the association between perceived caring services and exercise commitment. Finally, tailored services and emotional support were identified as key factors in fostering MZ individuals’ positive exercise experiences and commitment. CONCLUSIONS Fitness centers should develop strategic services reflecting their customers’ goals and values to enhance their exercise attitudes and commitment and ultimately secure long-term customer loyalty.
