MMK251: Fitness First Australia Business Report - Deakin University

This report provides a comprehensive business analysis of Fitness First Australia, focusing on its service marketing strategies and the impact of its physical environment. It delves into the four main purposes of the physical environment in relation to the organization, highlighting how it defines operations, builds team spirit, and allows for evaluation of potential issues. The report applies the service scape model to analyze the customer's perspective on the physical environment, including spatial layout and ambient conditions. The report also provides recommendations for improving Fitness First's physical evidence to enhance customer satisfaction and operational efficiency. The report also covers the importance of social interactions in the service environment and how management can improve the overall customer experience.