Problem Statement
According to AJ’s perspective, it was cheaper and easier to maintain existing customers than to attract new ones. Therefore, it was vital for the team to find ways to keep the existing customers if they were to meet the requirements set by the management. To keep the existing customers, it is significant to determine customer satisfaction with club’s staff, overall service, exercise programs and weights and exercise equipment facilities.
Statistical Results
Demographic data
Out of the 1214 members of the club who participated in the study, the small percentage of the population had stayed with the fitness center for over 6 years. The highest number of the customers has been with the fitness center for 1, 2, 3 and 4 years with the numbers dropping significantly after the 4 th year and totally dwindling after the 6 th year.
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The highest concentrations of people who visit the fitness center make 1 and 3 visits in a week. the number drops after the fourth day with less than ten people making 7 visits in a week. Regrettably, there are more people who make zero visits to the fitness than those who make over 5 visits per week.
From the number of participants w, it is evident that the highest proportion of the fitness center’s clientele is aged between 22 and 42 years. The numbers are relatively low between 15 and 20 as well as above 45 years. There are barely any clients aged above 60 years.
The gender of the clients in the fitness center is skewed to one side with the male customers being 69.69 percent with the percentage of female being only 30.31. From the 1214 clients who participated in the study, 368 were female while the remaining 846 were male.
The data revealed that the highest percentage of customers was not satisfied with the weight and exercise equipment facilities and club’s staff. Over 80 percent of the participant gave a satisfaction rate of below three for the weight and exercise equipment and clubs staff. Similarly, the percentage of customers who were satisfied with the exercise programs and overall service was very low. Almost 90 percent of the clients complained of poor overall services while 65 percent complained of inadequate exercise programs.
Conclusion
From the data analyzed, it is evident that though the center has a significant number of people signing up, retaining them is not as good as it should be. However, it is commendable that the gym has been able to maintain customers for at least five years. The organization should out what policies they have implemented that makes customers stay for five years but immediately leave after the year is over. Taking into consideration the ages of the clients, it will be wise for the management to target customers aged between 20 and 45 years. This people are in their primes and they are trying to keep fit and therefore it will be easier to convince them to join the gym as well as make them stay subscribed.
The gender of people coming to the fitness is much skewed to the males. Therefore, if the management is to attract new clientele, it will be wise to concentrate more on the female side. Statistically, from the study, men join the center and stay without much convincing and therefore even without the intervention of the advertising team; the males will still enroll in the center. However, it will take some convincing and public relation stunts to attract more female customers. The customers have complained of poor services at the club including the staff, equipment, programs and overall service. As a result, the customer retain is low. Therefore, the fitness center will better improve the services if they intend on keeping the customers.
