Running Head: Fitness Centers 1

Running head: FITNESS CENTERS 1
Customer Satisfaction in Fitness Centers
Student’s Name
Institutional Affiliation
FITNESS CENTERS 2
Customer Satisfaction in Fitness Centers
The modern society is characterized by an increased awareness of health and fitness
and leading a physically active lifestyle, which has lead to an increase of fitness and sporting
centers. These centers need to understand the factors that affect and contribute to customer
satisfaction to obtain customer loyalty. The first factor to consider is the value offered by the
fitness center. Clients have different needs and requirements when they check in to such
centers and how well the center meets this need will affect and contribute to customer
satisfaction (Suwono & Sihombing, 2016). For example, does the fitness center have a
variety of equipment to meet the need of the clients? The presence of adequate equipment
helps the customers get the value for their money, which increases their satisfaction. Also, the
employees/ attendants at the fitness center will contribute to the value provided by the center,
if they are enthusiastic and provide the required help to the client.
Another factor that will contribute to customer satisfaction is the physical
environment. This refers to the physical resources such as the equipment and amenities
present in the facility, if the place is kept clean and well maintained, the wait time required to
use the equipment, and other factors (Yee, Yeung, & Ma, 2013). There are other factors such
as the décor and ambience of the place, temperature and the presence/ absence of odors and
smells. The customer will often consider these factors when selecting a fitness center, which
all contribute to client satisfaction.
There are also psychological factors that affect customer satisfaction. Psychological
satisfaction will come from the client knowing that they are getting good value for their
money that the services received are worth the money paid (Yee et al., 2013). It is also
important to consider the time-value of money and many clients do not have time to spend
waiting for services. Also, the client will feel successful and satisfied if they can achieve their
FITNESS CENTERS 3
goals and gain what they want. Therefore, there is a psychological component to customer
satisfaction, and fitness centers need to provide the time value-for money.
The service environment will also affect customer satisfaction. This refers to how the
employees treat the clients and the quality of services offered. It is important for the
employees to remain enthusiastic, which will increase the competitiveness of the facility. The
staff are the point of direct contact between the company and the customer, and they act as
the face of the facility. Therefore, the employees need to be enthusiastic in providing
services. The staff need to also be knowledgeable on the services they provide, which also
contribute to the time value of money received by the client. They should be able to guide the
client and provide the required support.
The cost will also contribute to customer satisfaction. Different fitness centers have
adopted varying pricing depending on the target clientele and the market placement. The
centers need to ensure that their pricing is acceptable to their target audience and competitive
in the industry (Yee et al., 2013). For example, a high end fitness center needs to ensure that
the amenities are worth the money charged. In the same way, a high end fitness center needs
to ensure that it charges enough to maintain the exclusivity associated with the gym, which
the clients require.
Therefore, factors such as service environment, physical characteristics of the place,
psychological factors and the cost of the center will all affect and contribute to customer
satisfaction. The centers should ensure that they have qualified and well-trained employees
who will help in the provision of a variety of services, and also increase customer
satisfaction.
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References
Suwono, L. V., & Sihombing, S. O. (2016). Factors affecting customer loyalty of fitness
centers: An empirical study. Jurnal Dinamika Manajemen, 7(1), 45-55.
Yee, W. M. W., Yeung, R. M., & Ma, L. (2013). Drivers of customer satisfaction in the
fitness club industry. In Proc. of the Academy of Marketing Conference 2013—
Marketing Relevance.

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Running head: FITNESS CENTERS 1

Customer Satisfaction in Fitness Centers

Customer Satisfaction in Fitness Centers

The modern society is characterized by an increased awareness of health and fitness

Another factor that will contribute to customer satisfaction is the physical

all contribute to client satisfaction.

client and provide the required support.

the clients require.

Therefore, factors such as service environment, physical characteristics of the place,

centers: An empirical study. Jurnal Dinamika Manajemen, 7(1), 45-55.

fitness club industry. In Proc. of the Academy of Marketing Conference 2013—

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