Enhancing the experience of needs satisfaction through service engagement: A case of commercial fitness centers in Malaysia

Abstract

The commercial fitness industry is booming in Malaysia and the competition that has built up means it is becoming more difficult to entice new members to fitness establishments. This research investigates the needs of those who are engaging with the services of these commercial fitness operators and analyses how this engagement plays a role in determining overall satisfaction with service. The Scale of Service Quality for Recreational Sport (SSQRS) was used for data collection and reveals that members are drawn more to interaction, outcome, physical environment quality and the engagement they receive from a gym membership more than to the programs that are offered. This study's findings contribute to the development of marketing strategies to support sustainable growth of the fitness industry.

通过服务接触提升需求满意度的体验：马来西亚商业健身中心案例分析

马来西亚正受到日益增长健康问题的威胁，肥胖指数和现代人的生活压力的健康警示会阻碍国家的生产力。马来西亚人发现很难平衡日常活动和保持健康,非常想将他们的日常活动中融入大量的运动。从而人们有动力去加入一家健身俱乐部。

但是，对于健身俱乐部是很困难的，因为它要迎合各种各样需求和目标的健身会员。非针对性和困惑的营销活动导致不匹配的产品或服务提供给了消费者，这样提供给顾客的信息和服务质量是缺乏标准化的。参与度和满意度之间的积极关系是在任何服务行业中解决别人的需要，充分的激发他们的惠顾。相关学者指出缺乏参与和概括的了解健身会员的需求，并没有帮助商业机构保留住会员。

在马来西亚商业健身机构正处在蓬勃发展阶段，激烈竞争下越来越难吸引新成员的加入。此项研究调查了参与商业健身服务的会员，分析了这种参与在确定整体服务的满意度的作用。休闲运动服务质量量表(SSQRS)用于数据采集显示健身会员被吸引后的互动，成果，实体环境质量。这项研究的发现有助于营销策略的发展，有助于全民健身事业的可持续发展。

Keywords::

• consumer experience
• CRM
• customer satisfaction
• sports marketing
• Malaysia

关键词::

• 消费者体验
• 客户关系管理
• 消费者满意度
• 体育营销
• 马来西亚