WHAT IS THE FACTOR THAT CONSIDERS CUSTOMERS MOST TO REGISTER MEMBERSHIP IN THE FITNESS CENTER. This research deals with the factors that can influence the decision to register the membership in the fitness center. The findings of this research show that the factors that can influence the decision to register the membership at the fitness center are the health consciousness and the service.
People who are concerned about their health are more likely to join the gym, and the service offered by the gym can also influence the decision to join. Based on what researchers have mentioned before, researchers try to investigate the factors that customers will consider the most to register gym membership. What is the factor customers consider the most to sign up for a gym membership.
To examine the factors that might influence the decision to sign up for a fitness membership. The results of the research can be used for the researcher's family fitness business or other fitness center entrepreneur to increase the number of registry members.
LITERATURE REVIEW
- Sports business market size and growth in Thailand
- Marketing Mix:4P
- Buying decision process
- Problem/Need recognition is need from yourself that could come from inside or outside stimuli also include physiological needs and psychological needs
- Information search If the stimulus is enough to satisfy consumer need, consumers will seek for related information in 5 groups which is
- Evaluation of alternatives When consumers gain information, they will understand and assessment their choice
- Purchase decision Consumer decides to purchase the product they like most. Factors that involve in purchase intention are
- Service quality
- Customer satisfaction
- Relevant Research
According to John Dewey (1910), the purchase decision process is a decision stage for a consumer who goes through 5 processes 1) Identification of a problem/need 2) Information search 3) Evaluation of alternatives 4) Decision to purchase 5) Post purchase behavior. Satisfaction can change all the time depending on the situation or environment, so it is possible that they are dissatisfied with things that previously satisfied them. If the result of a product or service exceeds expectations, it will create satisfaction.
Jirawut (2010) studied the demographic factor that would influence the decision to go to the fitness center in Bangkok. He studied 400 samples and found that gender, age and income influenced the decision to go to the gym. Chami (2017) has studied about lifestyle influencing the behavior of choosing fitness center in Bangkok.
She also found that the people who have the biggest influence on going to the gym are friends, because customers feel that they relax more if they are with their friends. From the literature review, the researchers can conclude which factors should influence the decision to register a gym membership.
RESEARCH METHODOLOGY
- Define the population and choose sample size
- Create the tool for research
- Research tool
- Analyze the data
- The statistic that uses for analysing the data
- Descriptive statistics
- Inferential statistics
- Limitation of research
The sample that answers no to the screen question will have to terminate the questionnaire immediately. Specific questions: The question for each aspect of a variable about price consciousness, service quality, convenience, health issues and promotion. The data is exported to an Excel file and imported into SPSS software to analyze how effective each variable is for registry membership.
One-way ANOVA: compare differences between two or more variables that influence the registry membership decision. Because the data collection is done by questionnaire, not by interview, so the respondents may not be honest with their answers. Also, the survey may not reach some groups of people, such as those who do not use the Internet.
RESULT AND DATA ANALYSIS
- Demographic Data
- General Question
- Specific Question
- One-way ANOVA
- Gender
- Income
- Factor Analysis
- Regression
Data is collected on each specific question to determine the association that may influence the intention to join the fitness center. The dependent variable for this research is intention to join the fitness center within 6 months or renewable membership within 6 months. Age affects the parking space that the fitness center should be able to provide, seniors feel that it is important for them to have parking space available when they go to the gym.
Gender effects on motivation to go to the fitness center to join the exercise class female interested in an exercise class or as male. But male intends to go to the fitness center to meet their friends more than female. This value indicates that 4 factors can explain the influence of the decision to join the fitness center in the percentage of 27.6.
H1: At least 1 independent variable influences the intention to join the fitness center. Therefore, the researcher can reject H0 and accept H1, which means that there is at least one independent variable that influences the intention to join the fitness center. Table 4.7 shows that 2 independent variables have a significant value less than 0.05, which means that they have an effect on the decision to join the fitness center.
This can be interpreted as a healthy diet, a parking space and the help of a trainer are factors that influence the decision to register a fitness membership. This can be interpreted as the fact that people who care about their health and want to lose weight are a factor that influences the decision to register a fitness membership.
CONCLUSIONS AND RECOMMENDATIONS
- Research Summary and Discussion
- Recommendation for entrepreneurs
- Limitation from this research
- Recommendation and Further research
Service is the factor that can influence the decision to join the fitness center of the customers. The fitness center that can provide these services can attract the intention of the customers more. From this research it indicates the factor that can influence the decision to register the membership for the fitness center so that entrepreneurs can use this data to adapt to their business in their own fitness center to meet the customers' need and more members in get their fitness center. .
This research collects the data from the online survey only and the number of respondents is only 112 people which can lead to some group of people is a lot. This research collects the data only with the Thai people, so the data may not be useful when analyzing with a foreigner.
Appendix A: Questionnaires
Screening Questions
General Questions
Specific Questions
Please specify the level of agreement in terms of price perception for each of the following statements. I am not willing to put in extra effort to find lower prices in terms of registry fee. I expected that the membership fee I will join is not that different from other fitness centers.
Please rate your level of agreement with the service provider of the statement below. It's important to me that the trainer helps me use the equipment even though I don't buy a trainer course. Please indicate the level of agreement in terms of motivation for each of the following statements.
I prefer to work out in the gym because the gym offers different exercise equipment. I prefer working out at the gym because I need the personal trainer to help me work out. Please indicate the level of agreement regarding health problems for each of the following statements.
Please specify the level of agreement regarding the promotion for each of the statements below. Please indicate your level of agreement with each of the following statements regarding your intention to join the fitness center.
Demographic Questions
