The importance-performance analysis according to gender and membership length: the case of fitness centers
Keywords:
importance-performance, quality, satisfaction, customers, fitness centres.Abstract
The increase in competitiveness and the number of business models in the fitness industry have an impact on the quality and customer satisfaction of sports organizations. In particular, its continuous evaluation is necessary to detect continuous improvements. Based on this, the objective of this study was to perform, through the IPA analysis, the general perceived quality of customers in fitness centers by gender and by membership length. The sample was 150 customers (85 women and 65 men) from a fitness center in Seville. A descriptive analysis of the results of the sample was carried out globally, by gender and by length of membership in the fitness center and a study of the importance and performance given by the customers to ten attributes of the fitness center. The results showed points in which the organization should improve, points where they should continue working, unimportant factors that are little valued by the clients and aspects in which resources could be wasted.
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