Needs analysis of fitness members and bundling for profile segmentation of the fitness industry

The study of consumers’ needs has pushed many companies to rethink their marketing approach to meet the ever changing demands of their customers. Particularly in the fitness industry, most fitness centers have begun to realize the benefits of customer retention in service actually benefits new marke...

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Bibliographic Details
Main Author:	Ong, Derek Lai Teik
Format:	Thesis
Published:	2014
Subjects:	HF5410-5417.5 Marketing Distribution of products
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id	my-mmu-ep.6289
record_format	uketd_dc
spelling	my-mmu-ep.62892016-01-26T03:22:28Z Needs analysis of fitness members and bundling for profile segmentation of the fitness industry 2014-06 Ong, Derek Lai Teik HF5410-5417.5 Marketing. Distribution of products The study of consumers’ needs has pushed many companies to rethink their marketing approach to meet the ever changing demands of their customers. Particularly in the fitness industry, most fitness centers have begun to realize the benefits of customer retention in service actually benefits new market penetration as well in the long run. This research uses principles from the Model of Motivation Process and needs theories to examine how fitness members shape their fulfillment of needs and wants through service expectation within the fitness industry. Needs quality analysis (Programme, Interaction, Outcome, and Physical Environment) and overall satisfaction of members of fitness centers within the Klang Valley, Malaysia are investigated through the use of the adapted Scale of Service Quality for Recreational Sport (SSQRS). This research extends the research by model adding engagement as a mediation variable between needs quality and overall satisfaction. Through the use of cluster and decision tree analysis specific cluster of needs are segmented to match against a combination of demographics characteristics. This research then builds a customer profile model based on needs to enhance intelligent marketing within the fitness industry. 2014-06 Thesis http://shdl.mmu.edu.my/6289/ http://library.mmu.edu.my/diglib/onlinedb/dig_lib.php phd doctoral Multimedia University Faculty of Management
institution	Multimedia University
collection	MMU Institutional Repository
topic	HF5410-5417.5 Marketing Distribution of products
spellingShingle	HF5410-5417.5 Marketing Distribution of products Ong, Derek Lai Teik Needs analysis of fitness members and bundling for profile segmentation of the fitness industry
description	The study of consumers’ needs has pushed many companies to rethink their marketing approach to meet the ever changing demands of their customers. Particularly in the fitness industry, most fitness centers have begun to realize the benefits of customer retention in service actually benefits new market penetration as well in the long run. This research uses principles from the Model of Motivation Process and needs theories to examine how fitness members shape their fulfillment of needs and wants through service expectation within the fitness industry. Needs quality analysis (Programme, Interaction, Outcome, and Physical Environment) and overall satisfaction of members of fitness centers within the Klang Valley, Malaysia are investigated through the use of the adapted Scale of Service Quality for Recreational Sport (SSQRS). This research extends the research by model adding engagement as a mediation variable between needs quality and overall satisfaction. Through the use of cluster and decision tree analysis specific cluster of needs are segmented to match against a combination of demographics characteristics. This research then builds a customer profile model based on needs to enhance intelligent marketing within the fitness industry.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Ong, Derek Lai Teik
author_facet	Ong, Derek Lai Teik
author_sort	Ong, Derek Lai Teik
title	Needs analysis of fitness members and bundling for profile segmentation of the fitness industry
title_short	Needs analysis of fitness members and bundling for profile segmentation of the fitness industry
title_full	Needs analysis of fitness members and bundling for profile segmentation of the fitness industry
title_fullStr	Needs analysis of fitness members and bundling for profile segmentation of the fitness industry
title_full_unstemmed	Needs analysis of fitness members and bundling for profile segmentation of the fitness industry
title_sort	needs analysis of fitness members and bundling for profile segmentation of the fitness industry
granting_institution	Multimedia University
granting_department	Faculty of Management
publishDate	2014
_version_	1747829622406381568

Needs analysis of fitness members and bundling for profile segmentation of the fitness industry

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