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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Main Author: Ong, Derek Lai Teik
Format: Thesis
Published: 2014
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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