Ong, Derek Lai Teik * (2014) Need analysis and the role of engagement of commercial fitness centers in Malaysia. In: 2014 Global Marketing Conference Proceedings. Global Alliance of Marketing & Management Associations, Dept. of Business Administration, Changwon National University, Gyeongnam, Republic of Korea, pp. 1798-1809.
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Abstract
Commercial fitness industry is booming in Malaysia and is becoming more difficult to entice new members with the built up competition. This research investigates the needs of these commercial fitness members and the role of engagement in determining overall satisfaction with service. Scale of Service Quality for Recreational Sport (SSQRS) was used for data collection reveals that fitness members are more drawn to interaction, outcome, physical environment quality and the engagement they receive from a gym membership and not much from the programs that are offered. This study’s finding will contribute to the development of marketing strategies for the sustainable growth of the fitness industry.
| Item Type: | Book Section |
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| Additional Information: | Author is with the Dept. of Business and Marketing, Sunway University Business School. |
| Uncontrolled Keywords: | Scale of service quality for recreational sport; Malaysia; financial giant; health risk; Satisfaction of fitness |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sunway University > Sunway Business School [formerly Sunway University Business School until 2023] > Dept of Marketing Strategy and Innovation [formerly Dept. Marketing] |
| Depositing User: | Ms. Molly Chuah |
| Related URLs: | |
| Date Deposited: | 02 Apr 2015 07:10 |
| Last Modified: | 12 Oct 2020 07:07 |
| URI: | http://eprints.sunway.edu.my/id/eprint/270 |
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