Market-Retention in Fitness Centers: Identifying and Ranking the Factors Affecting Customer Retention
Publish place: Journal of New Studies in Sport Management، Vol: 2، Issue: 1
Publish Year: 1400
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JNSSM-2-1_004
تاریخ نمایه سازی: 18 اردیبهشت 1400
Abstract:
This study was conducted to identify and to rank the factors affecting market retention in fitness centers.۱۴ participants including the customers and managers of fitness centers participated in a semi-structured interview to collect the required data. Sixteen factors were extracted from the interviews and sixteen experts evaluate the relationships among these factors with pairwise comparisons.Based on Interpretive-Structural Modeling, the factors categorized in five levels, i.e. ۱) customer relationship quality,customer experience quality, reputation, price, perceived value and satisfaction, ۲) Overall servicequality, secondary services and ethical climate, ۳) Training type and schedule, location and accessibility and social responsibility, ۴) Interior design and equipment, ۵) Manager communication and trainer’s competencies. For the sake of customer retention, fitness centers are required to align their decisions with their customer requirements. Ranking the effective factors in this study can provide the fitness centers’ managers with a better understanding of the factors affecting customers’ decisions.
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Authors
MohammadSadegh Ghadiri
Physical Education Department, Islamic Azad University, Shahrood Branch, Shahrood, Iran
Ali Fahiminezhad
Physical Education Department, Islamic Azad University, Shahrood Branch, Shahrood, Iran
Hadi Bagheri
sport management department, physical education faculty, Shahrood university of technology, Shahrood, Iran
Seyed Mostafa Tayebi
Physical Education Department, Islamic Azad University, Shahrood Branch, Shahrood, Iran