Consumer Behaviour in Fitness Club: Study of the Weekly Frequency of Use, Expectations, Satisfaction and Retention

Abstract

This study aims to understand the relationship between the weekly frequency of use, expectations, satisfaction and retention of members in a fitness Clubs. In this market it is indispensable to understand the characteristics of faithful members, in order to act appropriately with each segment. Accordingly, the weekly frequency, which a member goes to the gym, their expectations, satisfaction and retention are key variables to understand them. Data was collected with a sample of 146 members. The instrument was constituted by the sample characterization and questions to understand the consumer behaviour in fitness (weekly frequency of use, expectations, satisfaction and retention behaviours). 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. 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. 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.

Segmentation of Portuguese customers’ expectations from fitness programs

“…On the other hand, this segment was most interested in programs that enable weight loss, parameter significantly different when compared to the other two segments (Table 5). In fact, lose weight is one of the most expectation towards exercise referred on literature (Batsis, 2017;Gonçalves et al, 2016;Robinson et al, 2017). This contributes to evidence of the importance of the "looking good", according to beauty standards of modern societies that emphasise body thinness (Robinson, Prichard, Nikolaidis, Drummond, Drummond & Tiedeman, 2017).…”

“…Gonçalves, Meireles & Carvalho (2016) state that engagement of new customers is related with meeting individual expectations regard exercise. In fact, fulfilled individual expectations are the key to customer satisfaction (Jones, Harris, Waller et al, 2005;Robinson, 2006;Resnick, Palmer, Jenkins et al, 2000;Sears & Stanton, 2001;Zopiatis et al, 2017;Zuzda, Esteves, Pinheiro et al, 2011).…”

“…To develop a strategy centred on client expansion, clubs' owners must first understand the behaviours of new potential clients, why they buy, what factors influence behaviours, and what expectations clients have about fitness products. Literature suggests that effective marketing segmentation practices can lead to deeper understanding of fitness and leisure sport potential consumers, allowing to redesign fitness offer to better suit new clients' demands, help maintaining business growth (Bodet, 2009;Gonçalves et al, 2016;Liu, Taylor & Shibli, 2008;Fallon, 2004;Rohm, Milne & McDonald, 2006). Considering this scenario, the aim of this study is to investigate the general population (actual, former and/or potential fitness clubs' customers) so that to determine the segments that allow the fitness industry develop more suitable offers of activities and services provided.…”

“…Recent investigations concerning fitness participation conside individual expectations as one of the main aspects influencing participation patterns (Afthinos, Theodorakis & Nassis, 2005;Ferrand, Robinson & Valette-Florence, 2010, Campos et al, 2017. According to Pedragosa & Correia (2009) and Gonçalves et al (2016), customers' expectations are considered as an innovative construct in their relationship with consumer satisfaction in the sector of health and fitness clubs. So, customers' expectations as to fitness programmes should be taken in consideration, when studying customers' characteristics.…”

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“…However, despite the growing popularity of HCFC worldwide, and in Brazil in particular, these spaces have not received a great deal of attention from researchers investigating adherence, retention and dropout rates in PA programs, with most efforts in this field being concentrated on supervised interventions, randomized controlled trials, and established group exercise programs outside HCFC settings (Berry et al 2018, Kuehl et al 2016, Lorenz et al 2015. Alternatively, some research has looked at these rates within HCFC settings but from a marketing perspective, establishing satisfaction levels and intention to repurchase as some of the main variables to understand PA adherence as consumer behavior (Cañamero et al 2019, Gonçalves et al 2016, Hurley 2004. While this body of work has provided invaluable insights into external and internal factors impacting on individual's initiation, adherence and long-term maintenance of PA practice, still very little is known about dropout, lapse and return patterns and its implications on adherence to exercise programs in the unsupervised setting of a HCFC (Clavel San Emeterio et al 2019, Costa et al 2009, Garay et al 2014.…”