Tác giả: Nguyen Van Quan* - Tran Hoang Trung

Số trang: 159-166

DOI url:

Tóm tắt:

This study investigates the factors influencing customer retention at Elite Fitness centers in Vietnam, aiming to develop predictive insights for improved membership management. Primary data were collected from 306 customers in April 2025 and analyzed using a binary logistic regression model in SPSS 27. The results reveal that perceived price fairness, staff professionalism, peer motivation, member tracking awareness, and facility quality significantly affect customers’ likelihood of continued membership. Based on these findings, the study proposes several managerial implications, including implementing transparent pricing strategies, maintaining high-quality service standards, personalizing customer experiences, fostering a supportive community, and investing in both facility upgrades and staff development. These insights contribute to strategic planning efforts aimed at enhancing customer loyalty in the competitive fitness industry.

TÀI LIỆU THAM KHẢO:

Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U.Y., Sufi, T., & Mostofa, M.G. (2023). The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), 519-539. Annesi, J. (1999). Retention theory versus practice. Body Life Journal, 26. Baker, J. (1986). The role of the environment in marketing services: The consumer perspective. The Services Challenge: Integrating for Competitive Advantage, 79-84. Berry, L. L., Conant, J. S., &Parasuraman, A. (1991). A framework for conducting a services marketing audit. Journal of the Academy of Marketing Science, 19(3), 255-268. Bhattacharjee, A., Jahanshahi, A.A., Polas, M.R.H., Hossain, M.I., & Asheq, A.S. (2019). Customer care service management is moving forward to achieve sustainable customer retention in every industry. Does it play a role to increase brand retention?. International Journal of Management and Sustainability, 8(2), 88-97. Brady, M.K., & Cronin, J.J. (2001). Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing, 65, 34-49. Carron, A. V., Hausenblas, H. A., & Mack, D. (1996). Social influence and exercise: A meta-analysis. Journal of Sport & Exercise Psychology, 18(1), 1-16. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319. Freitas, A.L.P., & Lacerda, T.S. (2018). Fitness centers: What are the most important attributes in this sector?. International Journal for Quality Research, 13(1), 177-192. Hurley, T. (2004). Managing customer retention in the health and fitness industry: A case of neglect. Irish Marketing Review, 2, 23-29. Ibojo, B., & Asabi, O. (2015). Impact ofcustomer satisfaction on customer loyalty: Acase study of a reputable bank in Oyo, OyoState, Nigeria. International Journal of Managerial Studies and Research, 3(2), 59-69. Macon, R.W. (2020). Customer retention strategies in the fitness industry. Walden University  Dissertations. Nitzan, I., & Libai, B. (2011). Social Effects on Customer Retention. Journal of Marketing, 75(6), 24-38. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40. Pradeep, S., Vadakepat, V., & Rajasenan, D. (2020). The Effect of Service Quality on Customer Satisfaction in Fitness Firms. Management Science Letters, 10(9), 2011-2020. Statista (2022). Sports and fitness in Vietnam Report: Viet Nam. Truy cập tại: https://marketreport.io/sports-and-fitness-in-vietnam-report. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. Wakefield, K. L., & Blodgett, J. G. (1999). Customer Response to Intangible and Tangible Service Factors. Psychology and Marketing, 16, 51-68. Wilson, D.T. (1995). An integrated model of buyer–seller relationships. Journal of the Academy of Marketing Science, 23(4), 335-345.

Từ khóa:

customer retention, facility quality, fitness industry, member tracking awareness, peer exercise motivation, perceived price fairness, staff professionalism.