Lojalnost korisnika fitness centara na području Republike Hrvatske

master's thesis

• Title (english): Customer loyalty to fitness centers in the Republic of Croatia
• Author: Barbara Zorić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Moderno društvo današnjice sve više stavlja naglasak na nužnost zamjene loših životnih navika zdravijim, a to se najčešće pokušava ostvariti kroz izmjene u prehrani, smanjenje razine stresa ili povećanje fizičke aktivnosti. Povećanje svijesti o potrebi za zdravim stilom života između ostalog je na tržište donijelo i poslovne prilike koje takve promjene donose unutar fitness industrije. Istraživanja su pokazala kako je fitness sektor u Europi generirao čak 28,1 milijardi eura te je usluživao preko 63,1 milijuna korisnika (Europe Active & Deloitte, 2023.), no bez obzira na veliku potražnju i broj korisnika, fitness sektor je obilježen visokim stopa odustajanja i fluktuacije korisnika te zbog toga menadžment svjesno prebacuje svoj fokus na zadržavanje postojećih korisnika odnosno jačanje lojalnosti (Buckworth i Dishman, 2002.). Iako tržište fitness centara u Hrvatskoj nastavlja rasti, zbog velike konkurentnosti i kontinuirane potrebe za poboljšanjem razine usluge postaje sve kompliciranije zadržati korisnike.

Cilj diplomskog rada bio je istražiti ključne čimbenike koji utječu na lojalnost korisnika fitness centara na području Republike Hrvatske. U istraživanju je sudjelovalo 152 ispitanika, a instrument istraživanja je bio anketni upitnik. Ispitivao se utjecaj fizičkog okruženja fitness centara, zaposlenika, opreme unutar fitness centra, zadovoljstva te vrijednosti za korisnike. Rezultati su pokazali da svi istraženi čimbenici utječu na lojalnost korisnika, no pojedini imaju značajniji utjecaj od ostalih. Oprema unutar fitness centara imala je najveću srednju vrijednost te su ju ispitanici ocijenili kao najutjecajniji čimbenik lojalnosti, dok su zaposlenici fitness centara najniže ocijenjeni čimbenik, odnosno čimbenik koji najmanje utječe na lojalnost ispitanika. Da bi zadržali lojalne korisnike i ostali konkurentni na rastućem tržištu fitness industrije, fitness centri na području Hrvatske moraju se fokusirati na kontinuirano unaprjeđivanje razine kvalitete i raznolikosti ponude opreme za treniranje, održavanje zadovoljstva korisnika, zapošljavanje profesionalnog osoblja, održavanje maksimalne razine higijene unutar fitness centara te povećanje vrijednosti za korisnike.

Abstract (english)

Today's modern society increasingly emphasizes the necessity of replacing unhealthy habits with healthier ones, which is most often attempted through dietary changes, stress reduction or increased physical activity. The increased awareness of the need for a healthy lifestyle has also brought business opportunities within the fitness industry. Research has shown that the fitness sector in Europe generated as much as 28.1 billion euros and served over 63.1 million customers (Europe Active & Deloitte, 2023). However, despite the high demand and number of customers, the fitness sector is marked by high dropout rates and customer fluctuation. Therefore, management is increasingly focusing on retaining existing customers and strengthening loyalty (Buckworth & Dishman, 2002). Although the market for fitness centers in Croatia continues to grow, maintaining customer retention is becoming increasingly challenging due to high competition and the need for enhanced service quality.

The aim of this thesis was to investigate the key factors influencing the loyalty of fitness center customers in the Republic of Croatia. The study involved 152 respondents from across Croatia, and the research instrument was a survey questionnaire. The study examined the influence of the physical environment of fitness centers, staff, equipment, customer satisfaction, and value for customers. The results showed that all the examined factors affect customer loyalty, but some have a more significant impact than others. Equipment within fitness centers had the highest average value and was rated by respondents as the most influential factor in loyalty, while staff were rated as the least influential factor. To retain loyal customers and remain competitive in the growing fitness industry market, fitness centers in Croatia must focus on continuously improving the quality and variety of training equipment, maintaining customer satisfaction, hiring professional staff, ensuring high levels of hygiene, and increasing value for customers.

• Keywords: lojalnost; fitness centri; korisnici; čimbenici lojalnosti; zadovoljstvo; oprema; zaposlenici; vrijednost za korisnike; fizičko okruženje
• Keywords (english): loyalty; fitness centers; customers; loyalty factors; satisfaction; equipment; staff; customer value; physical environment
• Language: croatian
• URN:NBN: urn:nbn:hr:148:876731
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-30 21:35:48