Social Media Marketing Strategies for Customer Retention in Fitness Industry

Abstract

The purpose of the study was to investigate the most effective ways of social media marketing that can be applied for customers’ loyalty management in fitness industry, as well as particular features, benefits, and methods of these strategies. The main idea is to create appropriate guidelines for the case companies to build social bonds with customer that will positively impact on maintaining communication and retention. The data for this study were collected from several sources, such as articles, books, and journals. The customer retention process was analyzed on the example of two fitness clubs located in Finland and Spain. The quantitative research method was selected for acquiring data from the two case companies for further analysis and formulation of recommendations. The results of the study revealed the significance of social media marketing in fitness service management in modern society. A comparison of earlier and more recent studies on customer retention concept helped in investigation of effective strategic approaches that successfully work nowadays. Together with the analysis of the organizations that played a role of examples in the author’s case study, a set of general guidelines were elaborated for fitness clubs that disclose some hidden opportunities of social media sites for an improved application of customer retention techniques.