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.
FITNESS CENTERS 4

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.