GUIDELINES FOR BUILDING MEMBER LOYALTY IN FITNESS BUSINESSES IN BANGKOK
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Abstract
The study titled " Guidelines for Building Member Loyalty in Fitness Businesses" aims to explore guidelines for building member loyalty towards fitness services. Employing
a qualitative research approach, the study utilized in-depth interviews with 7 key informants. These informants are individuals holding positions or responsibilities related to management, service direction, or direct service provision to fitness members, with a minimum of 2 years of working experience in the fitness industry. The participants consist of: 1) Assistant Branch Manager, 2) Head of Sales, 3) Head Trainer, 4) Senior Receptionist, and 5) Fitness Trainer, with the ultimate goal of formulating strategies to cultivate member loyalty in fitness businesses.
The findings reveal that key approach to customer loyalty, including service quality provided by staff, attentiveness, cleanliness and readiness of the facility, variety of fitness classes, as well as the overall atmosphere and convenience of the service. These factors directly affect member satisfaction and encourage continuous usage of the service.Customer loyalty is reflected through behaviors such as membership renewal, consistent service usage, and word-of-mouth recommendations. These behaviors are the result of positive service experiences.The results of this study can be applied as guidelines for improving service quality and enhancing customer satisfaction, ultimately fostering long-term customer loyalty and strengthening the organization’s competitive
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