A Model for the Development of Customer Choices for 24-Hour Fitness Centers in Thailand

Chongyan  Zhang

doi:10.14456/jsasr.2023.6

Authors

Chongyan Zhang M.B.A. Program, International College, Krirk University, Thailand https://orcid.org/0000-0003-0576-0482

DOI:

https://doi.org/10.14456/jsasr.2023.6

Keywords:

Model; , Marketing Mix;, Fitness Centers;, Customer Choices; , Thailand

Abstract

Fitness companies in Thailand were a sustainable economic agency in the market development, it also has potential competitive ability in the projected market volume in the nation (Statista Market Forecast, 2023); furthermore, fitness is a kind of popular consumer behavior in Thailand, thus, fitness companies need a suitable model to assist them in advancing customer choices in the nation. Since then, the research aimed to establish a suitable model for advancing customer choice for 24-hour fitness centers in Thailand through sequential mixed-method research. In the quantitative analysis, the researcher selected three popular fitness brands in Thailand and distributed online questionnaires to customers who experienced these brands, a total of 400 valid collected questionnaires as the data in the research. Then, the researcher found: 1) fitness corporations need to enhance customer choices in Thailand, including demographic matters: females, ages greater than 40, salaries greater than 40000 baht monthly; 2) the product and the place were a significant relationship with brands choices for 24-hour fitness centers in Thailand; 3) five categories of preferred sports services on customer perspectives: weight services, speed services, indoor cycling services, personal coaching services, and freestyle exercises services; Then, by mixed method analysis, 4) combination to all findings to propose a suitable model of the development of customer choices for 24-hour fitness centers in Thailand, the model was validated by five experts and statistical testing. In the research process, the researcher followed ethical coding: anonymous, trust, and transparency. Finally, the research may provide empirical paradigms to stakeholders for advancing customer choice for all-hour fitness centers in Thailand.

References

Apipuchayakul, N., & Vassanadumrongdee, S. (2020). Factors affecting the consumption of energy-efficient lighting products: exploring purchase behaviors of Thai consumers. Sustainability, 12(12), 4887.

Brown, J. D. (1992). Benefit segmentation of the fitness market. Health Marketing Quarterly, 9(3-4), 19-28.

Chankuna, D., & Sriboon, N. (2022). Fitness center marketing in Thailand: Antecedents and consequences of COVID-19 pandemic. In Sports Marketing in a Global Environment (pp. 34-50). Routledge.

Chankuna, D., Thanaiudompat, T., & Sukdee, T. (2022). Benchmarking Fitness Center Business Performance in Thailand: Efficiency Assessment with Data Envelopment Analysis.

Chummee, P. (2022). The Determinants of Product Innovation and Marketing Innovation Effecting to the Innovation Performance. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 13(2), 1-6.

Ghadiri, M., Fahiminezhad, A., Bagheri, H., & Tayebi, S. M. (2021). Market-retention in fitness centers: Identifying and ranking the factors affecting customer retention. Journal of New Studies in Sport Management, 2(1), 95-110.

Heroux, L. (2017). Comparative marketing strategies of fitness clubs in the United States and Canada. Economics World, 5(6), 529-538.

McCarthy, E. J., Shapiro, S. J., & Perreault, W. D. (1979). Basic marketing (pp. 29-33). Toronto, ON, Canada: Irwin-Dorsey.

Naglis, M., & Bhatiasevi, V. (2019). Why do people use fitness tracking devices in Thailand? An integrated model approach. Technology in Society, 58, 101146.

Ong, A. K. S., Prasetyo, Y. T., Bagon, G. M., Dadulo, C. H. S., Hortillosa, N. O., Mercado, M. A., & Persada, S. F. (2022). Investigating Factors Affecting Behavioral Intention among Gym-Goers to Visit Fitness Centers during the COVID-19 Pandemic: Integrating Physical Activity Maintenance Theory and Social Cognitive Theory. Sustainability, 14(19), 12020.

Park, T. S., & Kwon, J. Y. (2022). Analysis of Crisis Management for Sustainable Development of Fitness Center during the COVID-19 Pandemic. Sustainability, 14(4), 2451.

Phonthanukitithaworn, C., & Sellitto, C. (2022). A Willingness to Disclose Personal Information for Monetary Reward: A Study of Fitness Tracker Users in Thailand. SAGE Open, 12(2), 21582440221097399.

Samritpricha, P., & Vongurai, R. (2022). Determinants of Thai Individual's Behavioral Intention towards Online Fitness Program on YouTube during COVID-19 Pandemic. Journal of Community Development Research (Humanities and Social Sciences), 15(2), 71-84.

Somphong, S., Kutintara, I., & Rattamanee, K. (2019). The marketing factors influencing consumer decisions to use the services of sports and exercise centers in Thailand. African Journal of Hospitality, Tourism and Leisure, 8(3), 1-9.

Statista Market Forecast (2023), Health & Fitness Report in Thailand. Retrieved on 6th February 2023 Searched from: https://www.statista.com/outlook/dmo/app/health-fitness/thailand

Surujlal, J., & Dhurup, M. (2012). Establishing and maintaining customer relationships in commercial health and fitness centers in South Africa. International Journal of Trade, Economics and Finance, 3(1), 14.

Swaid, S. A., Khanfar, N. M., & Loudon, D. (2019, July). Developing a competitive marketing strategy: the case of a complete fitness gym. In Competition Forum. 17 (2), 258-266.

Tsitskari, E., & Batrakoulis, A. (2022). Investigating the marketing strategies of the health and fitness sector in Greece; the managers' perspective. Retos: nuevas tendencias en educación física, deporte y recreación, (43), 264-273.

Vithayaporn, S., & Khongharn, R. (2019). Satisfaction Confirmatory Factor Analysis of Tourists toward Eco-Friendly Hotel Business in Central Region of Thailand. International Journal of Research in Tourism and Hospitality, 5(2), 8-16.

Vongurai, R. (2020). Factors Influencing Intention to Use Fitness Trackers: A Case Study on Thais’ Living in Bangkok. International Journal of Economics & Business Administration (IJEBA), 8(2), 457-477.

Wang, H., Muangmee, C., Meekaewkunchorn, N., Cao, H., & Sattabut, T. (2022, April). Evaluating the Marketing Strategy of Sports and Fitness Enterprises based on 4C Marketing Theory. In Proceedings of the 4th International Conference on Management Science and Industrial Engineering (pp. 29-37).

Yu, H. S., Zhang, J. J., Kim, D. H., Chen, K. K., Henderson, C., Min, S. D., & Huang, H. (2014). Service quality, perceived value, customer satisfaction, and behavioral intention among fitness center members aged 60 years and over. Social Behavior and Personality: an international journal, 42(5), 757-767.