Factors Affecting The Customer Loyalty of Fitness Industry: A case study of Willsgym Company in China

Abstract

Nowadays, awareness of a healthy lifestyle in China continues to increase. One way to have a healthy lifestyle is to have fitness. Therefore, due to the large fitness center opened, the competition was not inevitable. And how to keep customer loyalty is most important for those companies to survive. This study will focus on analyzing customer loyalty of the fitness industry in China by research Chinese W GYM company which is the largest fitness company in China. The researcher found five variables that can affect customer loyalty to fitness. Data of this research will be collected through offline questionnaires in three Chinese W GYM fitness centers in Shanghai. The individual research was collected from 450 questionnaires, and the main purpose is analysis the relationship between customer loyalty and each variable. The researcher found that all five variables have relationship with customer loyalty in the fitness industry. Eventually, this individual study is helpful for future study, and shows how to manage the relationship between company and customers and improve their loyalty.

An independent study submitted in partial fulfillment of the requirements for the master’s degree of Business Administration International College, Rajamangala University of Technology Krungthep academic year 2021