Preference of gym users in Baguio City : a tool for maximixing client services

Abstract

THESIS ABSTRACT Title : PREFERENCES OF GYM USERS IN BAGUIO CITY: A TOOL FOR MAXIMIZING CLIENT SERVICES Total Number of Pages : 168 Text Number of Pages : 118 Author : ANNE KATHLEEN M. TAMPINCO Type of Document : Thesis Type of Publication : Unpublished Accrediting Institution : Saint Louis University Bonifacio Street, Baguio City CHED-CAR Keywords : Preference, Gym, Patronage ABSTRACT : The study was an analysis on preferences of gym users in Baguio City with the aim of increasing patronage and improving gym features so as to maximize client services. The respondents of the study were individuals who have an experience working out in a gym or are currently members of a certain fitness facility. Particularly, respondents favored a gym that has weight training programs, cardiovascular training, group exercises, wellness, and personalized programs. Among the five types of programs, respondents have the least preference for group exercises when ranked. Respondents preferred a gym where staff and trainers are physically fit and appealing, are professional and certified, are adequate and available, demonstrate friendly attitudes, and provide an avenue for ongoing communication. What concerned respondents was the quality service they get from staff and trainers and not so much on how many are available to assist them in the exercise areas. A gym that has equipment of good selection, of sufficient number, traditional, regularly cleaned and maintained, was ideal for the respondents. There was lesser fondness for trendy equipment. For aesthetics, respondents preferred a gym that is spacious, ahs sufficient lighting, and has adequate ventilation which maintained an odorless environment. Desire for entertainment, proper color combination and coordinated designs were relatively lower. Respondents always favored a gym that has bathrooms and lockers. There was lesser preference for the other support facilities namely snack lounges, selling sections and especially for sauna and other beauty regimens. The aspects of gym user patronage were highly considered by the respondents. They do have the tendency to come back and have another workout, to invite other people to try the gym they are going to, and to avail a membership when motivated by the gym features included in the study. The researcher recommended that those gym features with the least preferences be given utmost attention. Group exercises should be made more exciting and fun; developing highly qualified personnel rather than hiring more; intimidation over trendy equipment must be addressed by instructors; attention to detail and cleanliness will keep a gym appealing and conducive for exercise; and the idea of turning a regular Baguio City gym into a fitness center spa is ideal but entails thorough planning to avoid risks. It is also recommended that fitness center owners should focus on improving their staff and trainers, equipment, and aesthetics since these have a stronger impact on gym user patronage as compared to programs and support facilities. Generating a marketing plan or strategy may also be helpful to remain competitive. Other recommendations included pricing and promotional strategies, service quality awareness of gym owners, clientele behavior, preferences on other intangibles, usage analysis, and gym user dissatisfaction. The researcher believes that investigating on these areas would strongly support her goal of providing better gym services in Baguio City and turning gym users into patrons.