Enhancing the experience of needs satisfaction through service engagement: a case of commercial fitness centers in Malaysia
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The commercial fitness industry is booming in Malaysia and the competition that hasbuilt up means it is becoming more difficult to entice new members to fitnessestablishments. This research investigates the needs of those who are engaging with theservices of these commercial fitness operators and analyses how this engagement playsa role in determining overall satisfaction with service. The Scale of Service Quality forRecreational Sport (SSQRS) was used for data collection and reveals that members aredrawn more to interaction, outcome, physical environment quality and the engagementthey receive from a gym membership more than to the programs that are offered. Thisstudy’s findings contribute to the development of marketing strategies to supportsustainable growth of the fitness industry.
Abstract
The commercial fitness industry is booming in Malaysia and the competition that hasbuilt up means it is becoming more difficult to entice new members to fitnessestablishments. This research investigates the needs of those who are engaging with theservices of these commercial fitness operators and analyses how this engagement playsa role in determining overall satisfaction with service. The Scale of Service Quality forRecreational Sport (SSQRS) was used for data collection and reveals that members aredrawn more to interaction, outcome, physical environment quality and the engagementthey receive from a gym membership more than to the programs that are offered. Thisstudy’s findings contribute to the development of marketing strategies to supportsustainable growth of the fitness industry.
참고문헌 (59)
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