Needs analysis of fitness members and bundling for profile segmentation of the fitness industry
The study of consumers’ needs has pushed many companies to rethink their marketing approach to meet the ever changing demands of their customers. Particularly in the fitness industry, most fitness centers have begun to realize the benefits of customer retention in service actually benefits new marke...
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| 格式: | Thesis |
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2014
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| 总结: | The study of consumers’ needs has pushed many companies to rethink their marketing approach to meet the ever changing demands of their customers. Particularly in the fitness industry, most fitness centers have begun to realize the benefits of customer retention in service actually benefits new market penetration as well in the long run. This research uses principles from the Model of Motivation Process and needs theories to examine how fitness members shape their fulfillment of needs and wants through service expectation within the fitness industry. Needs quality analysis (Programme, Interaction, Outcome, and Physical Environment) and overall satisfaction of members of fitness centers within the Klang Valley, Malaysia are investigated through the use of the adapted Scale of Service Quality for Recreational Sport (SSQRS). This research extends the research by model adding engagement as a mediation variable between needs quality and overall satisfaction. Through the use of cluster and decision tree analysis specific cluster of needs are segmented to match against a combination of demographics characteristics. This research then builds a customer profile model based on needs to enhance intelligent marketing within the fitness industry. |
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