Sylwia Gocłowska,

Józef Piłsudski University of Physical Education,

Warsaw, Poland,

E-mail: sylwia.goclowska@awf.edu.pl

Customer satisfaction and its measurement in fitness clubs of Warsaw

Monika Piątkowska,

Józef Piłsudski University of Physical Education,

Warsaw, Poland,

E-mail: monika.piatkowska@awf.edu.pl

Michał Lenartowicz,

Józef Piłsudski University of Physical Education,

Warsaw, Poland,

E-mail: michal.lenartowicz@awf.edu.pl

Abstract. Consumer satisfaction is an important issue in marketing research and consumer surveys. In the literature on the subject, there is a consensus among researchers regarding the requirement to design tools measuring consumer satisfaction for various industry sectors. Because of that, the authors of the article decided to design their own consumer satisfaction survey adapted for one of the biggest fitness club chain in Warsaw. An innovation of the designed tool is a comprehensive reference to the overall line of business of the fitness organization in accordance with the 7P theory for services, relating to marketing instruments used by organizations to influence the customer. The aim of this work is to present the methodology of designing and using the CSI (Customer Satisfaction Index) for companies providing fitness services. Designed approach can be universal for all fitness companies providing fitness services and it covers all 7 instruments of marketing mix. The methodology of measuring customer satisfaction seems to be adapted to the nature of customers of the fitness sector as well as small and medium enterprises dominating in this field. Measuring customer satisfaction makes it possible to take decisions and contributes to the quality of the services offered.

Received: October, 2018

1st Revision: March, 2019

Accepted: June, 2019

DOI: 10.14254/2071-789X.2019/12-2/12

JEL Classification: M31, I11, O10

Keywords: satisfaction, measurement, fitness clubs, Poland, CSI, marketing