QR Code Link : Type : Thesis Subject : Business, Marketing, International Trade Main Author : Faeznur Binti Farok Title : Investigating The Factors Influencing Customer Retention And Loyalty: A Study On Women-Only Fitness Establishments Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : June 2024 Physical Description : ill, 107 pages Notes : Research Project Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration Universiti Tun Abdul Razak \r\n Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

This research examines the factors affecting customer retention and loyalty in women-only fitness centers, specifically focusing on SheFights Malaysia. The fitness industry has grown substantially, with an increasing trend toward women-only facilities. Understanding what drives customer retention and loyalty in this market segment is essential for creating strategies that enhance customer satisfaction and reduce turnover. A mixed-methods approach was used, combining quantitative surveys and qualitative interviews to explore key factors such as personalized experiences, perceived value, and community engagement. Data were gathered from 200 active members of SheFights Malaysia, and statistical analyses, including correlation and regression, were conducted to identify significant predictors of customer satisfaction and loyalty. Findings reveal that personalized experiences, consistent service quality, and a positive fitness environment significantly influence customer satisfaction. Consistent service quality (mean score 3.57) and a supportive community environment were particularly impactful on retention rates. Customized programs that meet individual goals were also critical. The study highlights several challenges unique to SheFights Malaysia, such as inconsistent service quality and varied perceptions of value for money. To address these, the research suggests strategies like enhancing service consistency, clearly communicating value, and fostering a supportive community. The implications indicate that women-only fitness centers can improve customer retention by prioritizing personalized experiences, ensuring high service quality, and building a strong community. Recommendations for SheFights Malaysia include regular staff training, flexible scheduling options, and continuous feedback mechanisms.

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