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Clients Loyalty Drivers in the Fitness Industry

Student: Anastasia Sklyar

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2016

Keywords: loyalty, loyalty drivers, satisfaction, service quality, the fitness industry. The purpose of the master thesis is to identify the drivers of customer loyalty in the Russian fitness industry. There are many researches in fitness industry in Greece, Spain, Australia, but nobody in Russia did not adopt them to Russian specific. After analyses theoretical researches were identified the main drivers of loyalty: satisfaction and service quality attributes. The study was investigated on three phases - content analysis of the 3429 comments. Two other phases were quantity researches. First was a survey in the Internet, second - the survey in the fitness club. To identify latent factors there were conducted factor analyses. To make a segmentation of clients of the fitness club was applied cluster analysis. To test the hypotheses was applied regression analysis. Eight hypotheses were advanced, and the results of the study confirmed 7 of hypothesis. There was found an influence of satisfaction to attitudinal and behavioral loyalty. The most interesting fact is a negative influence of internet attribute to behavioral loyalty.

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