Abstract: Based on the theory of customer citizenship behavior, the paper discusses the influence of consumers’ customer citizenship behavior on the quality of service in sports fitness centers. 300 samples are collected from consumers in sports fitness centers in Beijing and Nanjing. 299 are used as the subjects of this survey excluding those inaccurate questionnaires. SPSS 15.0 is adopted to conduct frequency analysis, technical statistics, exploratory factor analysis, reliability analysis and multiple regression analysis. It is concluded that the consumer’s customer citizenship behavior in sports fitness centers will improve the service quality.

Key words: sports fitness center, consumer, customer citizenship behavior, Service quality