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Factors Affecting Customer Satisfaction for Fitness Club: A Case Study of Noble Fitness Club in Zhongshan

Resource type
Authors/contributors
Title
Factors Affecting Customer Satisfaction for Fitness Club: A Case Study of Noble Fitness Club in Zhongshan
Abstract
This paper selects Noble Fitness Club in Zhongshan as a research object, adopting a qualitative method and conducting in-depth interviews with its members to determine what factors affect customers’ choice of a fitness club. This study is important because it enriches the theoretical guidance framework of the fitness market. Moreover, it helps partitioners from the fitness industry realize what factors directly impact customer satisfaction, providing recommendations for them to foster sustainable development. In-depth interviewing is the primary method for data collection. And, the thematic content analysis (TCA) approach is used to analyze the data derived from interview transcripts. Existing research identified eight factors affecting customers’ choice of a fitness club. However, the author discovered three additional factors that also significantly influenced their selection of a fitness club: geographical location, group courses, and fitness atmosphere. The fitness industry has an issue of product homogenization. Attracting more customers while retaining existing members is a challenge many fitness clubs face nowadays. Therefore, operators should avoid engaging in a price war, reducing the profit margin to attract more customers at the expense of sacrificing service quality. Instead, they should prioritize customers’ practical needs and make the best effort to meet their expectations
University
University of Saint Joseph
Place
Macau
Date
2024
# of Pages
87
Language
eng
Short Title
Factors Affecting Customer Satisfaction for Fitness Club
Library Catalog
Library Catalog (Koha)
Call Number
M-BA 2024 ZHU,JUN
Notes
In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration in the Faculty of Business & Law, University of Saint Joseph, Macao, April 2024Supervisor : Jenny Oliveros Lao Phillips
Citation
Zhu, J. (2024). Factors Affecting Customer Satisfaction for Fitness Club: A Case Study of Noble Fitness Club in Zhongshan [University of Saint Joseph]. https://library-opac.usj.edu.mo/cgi-bin/koha/opac-detail.pl?biblionumber=222337