Retenção de membros no fitness: estudo das expectativas, posicionamento, bem-estar e satisfação

The objective of this study was to understand how positioning, expectations, well-being and satisfaction influence membership retention in fitness clubs. To what extent do the positioning, perception of the service attributes by the members; the expectations, what is expected from a certain service; the well-being, pleasant being of body and mind; and the satisfaction, contentment of necessities and wishes, influence member retention in fitness clubs. Data from a sample of 2250 fitness club members were collected from a Fitness Network; statistical analysis included descriptive and inferential analysis. The inferential study resorted to factor analysis involving extraction of principal components with Varimax rotation. Path analysis was subsequently performed, through multiple linear regressions and analytical model representation. It was observed that well-being in the club is the variable with the largest causal effect on membership retention, followed by the facilities and equipment, expectations and, less relevantly, human resources, followed by innovation and services. The results indicate that fitness clubs should focus on club maintenance, offer suitable and modern facilities and equipment, and strive to cultivate strong customer relationships, in order to provide a pleasant experience to club members and to increase the duration of their training sessions.