Club Fitness Management Thesis

The relationship between expectations with satisfaction (73%) and retention (64%) was statistically significant.Finally, the relationship between satisfaction and retention (63%) was positive and significant.

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This study aims to understand the relationship between the weekly frequency of use, expectations, satisfaction and retention of members in a fitness Clubs.

Thus, the study of satisfaction and its importance in future behaviour has been an issue of some research [] considers that it is to be expected that the overall satisfaction is an antecedent to positive results.

Because of that, the use of a single item to the general satisfaction is used in the literature [] satisfaction is measured by the members’ perception about the service attributes and there’s the need to decide which attributes must be upgraded or removed.

The statistical analysis consisted on descriptive and inferential analyses, using SPSS software.

In this study the weekly frequency did not show the explanatory capacity to predict the satisfaction and retention.However, not all service attributes have the same importance so each of them has different influence on satisfaction [].Thus, customer retention can lead to loyalty, that benefits the organizations, since loyal members show confidence in the intentions and practices of the institutions, believe the organization shows interest in them and value their presence regardless of how much they spend.She has created Ladies Only Fitness in order to fill a need she has seen in fitness services provided to women over the years.From the selection of workout machines to the organization of the child care center, Ladies Only Fitness will create a supportive experience that will bring in new members by word of mouth.The results indicated that fitness club managers must act to keep those who are less likely to remain, who aren’t the ones who go less times a week to the club, but those who have a lower satisfaction and, consequently, lower retention.It is important to understand the consumers’ behaviour in fitness industry in order to act accordingly to each segment of the population and, consequently, raise the fitness clubs yield, keeping more and better members [].The following project is about creating a new business opportunity from an existing and mature activity sector which is the commercial fitness sector.For years, the commercial fitness sector has relied on a set of offerings that were similar from one facility to another.The media communication, price and image are also organizations’ features that weigh on the expectations [].In this perspective, the previous experiences of the service or similar services are considered essential to the expectations.


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