FORMATION OF A FITNESS CLUB CUSTOMER LOYALTY PROGRAMME
FORMATION OF A FITNESS CLUB CUSTOMER LOYALTY PROGRAMME

Author(s): Evgenia Yazovskikh, Oksana Yatsenko
Subject(s): Economy, Business Economy / Management
Published by: Икономически университет - Варна
Keywords: loyalty program; fitness club; fitness services; company customers
Summary/Abstract: Nowadays healthy lifestyle has become very popular. There are free sports fields, many online fitness marathons, delivery of proper nutrition dishes. More and more fitness clubs, various gyms and studios are constantly opening. It results in tougher competition in the Russian market of fitness services. As consumers have more choices, it‘s much more difficult for the company to form regular customers. Consumer loyalty is in the centre of marketers‘ attention. The thing is that companies having a significant number of regular customers are more competitive in modern economy than the companies whose activities are based on one-time deal with consumers.

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