Case study : Satisfaction of customers of Fitness Center X with services provided during the Covid-19 pandemic
Wrang, Sara (2022)
Wrang, Sara
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022051910499
https://urn.fi/URN:NBN:fi:amk-2022051910499
Tiivistelmä
This quantitative study, conducted as an online questionnaire, investigated the satisfaction of the Fitness Center X´s members during the covid-19 pandemic. Three research questions were addressed in this study: The first question investigated, what are the most important factors of services for gym members? The respondents were given statements, which they were asked to evaluate on a Likert scale from 1-to 5. The second research question investigated, are there potential differences among consumer segments such as age, gender, or work hours, when comparing to the meeting of their preferences? Those three consumer segments were compared to one another to evaluate if and how large the differences were. Due to the Covid-19 pandemic, fitness centers have been forced to modify their service offerings: how successfully have the modified services met the consumer preferences? Additionally, investigated was to see if the Fitness Center X had managed to keep the consumer voice in mind when conducting the modifications. The study was supported with an analysis of what impacts customer satisfaction and how it can be measured most efficiently. Value percept disparity theory functioned as a model implied in the analysis and development of the study together with the service quality model. The simplified RATER model is widely applied by organizations and its dimensions were also noticeable in the results of the study. The results of the study show that overall, most members who participated in the study were very satisfied with the service offering by the fitness center X. The differences between segment groups were all rather minor, biggest dispersions could be found within the work hour segment. This indicated that members working office work hours were less satisfied than those having other work hours. Only a small decrease in the satisfaction from the old services towards the modified services could be identified, indicating that Fitness Center X managed well to offer substitutive services during the pandemic.