Competition and customer loyalty of fitness centres in the Prague region compared to the Prague-West area
Competition and customer loyalty of fitness centres in the Prague region compared to the Prague-West area
Author(s): Hana Čmakalová, Eva ČáslavováSubject(s): Business Economy / Management, Sports Studies, Marketing / Advertising
Published by: Masarykova univerzita nakladatelství
Keywords: marketing; competition; marketing mix; marketing of services; sport services; quality of services; customer’s loyalty; fitness center;
Summary/Abstract: This paper presents the results of research on the competition and customer loyalty of fitness centres in Prague and in the Prague-West region. A questionnaire for fitness and wellness centre customers and a structured interview with management of selected fitness centres in the sample have been used. Four fitness and wellness centres, which are part of global or Czech chains, have been selected for the sample in the Prague region according to pre-defined criteria. In the second phase, an available sample of clients was selected for questioning in each of the researched facilities. The sample comprised 805 respondents in total. Five fitness centres were selected for the sample in the Prague-West region according to pre-defined criteria. The respondent sample from these fitness centres was selected using partly biased selection and deliberate selection. The selective sample consisted of 483 respondents.
Journal: Studia sportiva
- Issue Year: 9/2015
- Issue No: 1
- Page Range: 144-150
- Page Count: 7
- Language: English