Marketing Research Report: Customer Loyalty in the Fitness Clubs

This marketing research report investigates the crucial relationship between customer satisfaction and service experience within the fitness industry. It explores factors influencing customer loyalty, such as service quality, responsiveness of staff, and the provision of effective fitness training. The report reviews existing literature, highlighting the importance of customer satisfaction as a key determinant of customer retention and the overall success of fitness clubs. It examines how clubs can enhance customer satisfaction through various means, including effective communication, personalized services, and reward programs. The report concludes with recommendations for fitness clubs to improve customer engagement, build relationships, and ultimately increase customer loyalty, emphasizing the impact of high-quality training and excellent customer service on achieving these goals. The report references several academic sources to support its findings.

Running Head: MAREKTING RESEARCH 1
Marketing Research
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MAREKTING RESEARCH 2
Introduction
Various studies have stated that there is a very codependent relationship between the satisfaction
of the customers and the experience of service. Past studies have revealed that an efficient and
future-oriented service industry promote and achieve loyalty and satisfaction of the customers at
a high level that would provide any company with a competitive edge in the fast-paced business
market(Ashman & Patterson, 2015). Various factors have to be taken care of in order to gain the
loyalty and satisfaction of the customers in any industry.
In the case of the fitness industry, the nature of the service business regarding providing effective
health services so that the customers are delighted with the facilities, health changes, and advice
that they receive from the employees and the personnel involved in the fitness clubs. It is an
underlying fact that there is a huge demand for the services regarding the provision of fitness and
health because of the prevalent recognition that workouts and fitness would lead to the
improvement in the mental as well as physical health of an individual (Smith & Albaum, 2012).
This would further result in a better quality of life. Such factors have been turned out to be one of
eth major reasons for the fitness clubs to consider retention and renewal of the membership of
eth customers as a major goal.
The hypothesis of the literature review would include such scenarios that have instigated the
challenge in the health and fitness sector regarding the differentiation of the facilities along with
the services meant for increasing the loyalty and satisfaction of the customers in the rapid
increase of competitive environment of fitness industry (La Rocca, Mandelli&Snehota, 2014).
Literature Review
From the perspective of service in the business, Meyer said that the satisfaction and loyalty of
the customers from the fitness services from any fitness club is considered to be the most
important determinants of the retention of the customers which ultimately results in the overall
success of the fitness club as a company along with achieving competitiveness in the long term
(Meyer, 2013). In order to provide good hospitality to the customer in fitness clubs to obtain the
loyalty of the customers, it is very important to understand that satisfaction of the customers will
lead to customer loyalty.

MAREKTING RESEARCH 3
Various marketing literature has been very successful in identifying the satisfaction of the
customers as essential to bear to the customers’ loyalty. If the customers in the fitness clubs are
provided with variety of services, they are most likely to continue their association with the
fitness club.
Customers get satisfaction when they sense that they are obtaining a good and high-quality value
of the amount that they are sending in the fitness club membership. This may not be only
restricted to the monetary value but also to the wide range of fitness services that the club has to
offer. As of the current scenario, customers consider their time to be of more value than money
as they do not happen to get free time more often.
The fitness clubs need to understand this fact and provide the customer with the most effective
fitness training and other services associated with fitness. This would make the customers feel
that they are able to have a productive time in the fitness club in regards to both their time and
health which would further assist in enhancing the customers’ satisfaction (Rambocas & Gama,
2013).
According to Seraphin, et al, the role of hospitality in providing customer satisfaction is
dominant as the customers need to be treated and provided fitness training in a very amicable and
elite way (Seraphin, et al., 2016). This creates a huge impact on the psychology and perception
of the customers which makes them take or continue the fitness services for the fitness clubs
which provide them with services with good hospitality.
How responsiveness will lead to customer loyalty
The fitness clubs basically find out effective ways in providing optimum responsiveness to the
customers so as to increase loyalty. Effective responsiveness is observed to be achieved by the
fitness clubs by making the employees, dietician, and trainers to greet the customers in a regular
basis. As per Kaur, the individuals in the fitness club have friendly professional conversations
regarding fitness in a very comforting manner to every customer (Kaur, 2014).
In order to have customer loyalty, the fitness club designs various kinds of rewards which can be
provided to the customers in regards to fitness services. These rewards have been made
achievable which facilitate in the engagement of customer which proves to be of great value.

MAREKTING RESEARCH 4
They are found to be provided with competitive as well as equitable rewards in the fitness clubs
which will increase the interest of the customer (Wind & Green, 2013).
The rewards that are selected are basically in compliance with the brand of the fitness club which
would be very relevant to the customers. The fitness clubs also happen to use the system of free
gifts for its customers as a way of effective responsiveness of the fitness clubs to its customers.
As per tacey & Wilson (2014), The management of the fitness clubs also use products associated
with fitness as rewards for encouraging demo trails of training and increasing cross-selling of the
fitness services successfully (Stacey & Wilson, 2014). This has a motivating influence on the
customers to continue their membership in the fitness club and even opt for renewal of their
membership in the fitness center.
Recommendations
The fitness clubs need to develop ways regarding having various contact points for enhancing the
communication with the customers. The fitness clubs can have contact with the customer through
telephone, social or web media an even face-to-face and even ask the customer regarding how
they would like to be contacted regarding new services, offers or rewards.
The fitness clubs should focus mostly on building up the existing customers who already happen
to like the fitness services that the club is offering. The trainers, dieticians and other individuals
need to increase involvement and communication with the customer in regards to the individual
growth and improvement in the health and fitness level. This should be the prime focus of the
fitness clubs which would service as the backbone for the success of the fitness club.
Outcome and Conclusion
It could be observed that provision of effective and high-quality training and building cordial
relationships with the customer would provide customer satisfaction that would directly lead to
increase in the customer loyalty in the fitness clubs. The loyalty of the customers can only be
achieved through effective and prominent fitness results which would provide satisfaction to the
customers in the fitness clubs. The fitness club has to appoint a front-line individual for
employment who have adequate knowledge and are well trained so as to be able to provide a
wide range of services to the customer.

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References
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Kaur, S. (2014).The Role of Employee Engagement in Customer Satisfaction in Hospitality
Industry an Analytical Study. Dayalbagh Educational Institute, 145-150
La Rocca, A., Mandelli, A., &Snehota, I. (2014). Netnography approach as a tool for marketing
research: the case of Dash-P&G/TTV. Management Decision, 52(4), 689-704.
Meyer, R. (2013). Paul Green, journal of marketing research, and the challenges facing
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Rambocas, M., & Gama, J. (2013). Marketing research: The role of sentiment analysis (No.
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Seraphin, H., Ambaye, M., Gowreesunkar, V., &Bonnardel, V. (2016).A marketing research tool
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Stacey, N., & Wilson, A. (2014). Industrial Marketing Research (RLE Marketing): Management
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Smith, R., & Albaum, G. (2012). Basic Marketing Research: Volume 1. Handbook for Research
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