| dc.description.abstract | Fitness industry is predicted to have a bright, blooming in near future. In a world of lots of competition, customer’s perception is an important key to ensure customer loyalty as well as the living of a company. Since customers are pleased with the company, they can bring more potential customers by word of mouth communication.
This study aim to identify customer’s image about the services environment in The Gym fitness center and help to improve service if it cannot meet the customer’s need(s).
The research has been conducted from January 2012 to April 2012 in Ho Chi
Minh city. The reviewing of literature, related theories and former researches is used
to find the appropriate model for this study. The questionnaires were distributed to
150 members of The Gym and the answers from respondents were analyzed by SPSS software. The final results showed that Service Environment in five constructs (Service Designs, Conveniences, Staff Performances, Training Programs and Facilities and Equipments) adjusted from the conceptual framework of Lagrosen,
2007. There are three factors “Service Designs, Training Programs and Facilities and
Equipments” have the most impact on customer’ image of fitness center.
Although there are limitations of this study, the research has proposed the practical solution for The Gym to attract more members and to maintain the relationship with current members in near future.
Key words: customer image, service environment, The Gym fitness center, Service
Designs, Training Programs, Facilities and Equipments. | en_US |
