Spokojenost zákazníků fitness centra

Abstract

This Bachelor's thesis focuses on the analysis of customer satisfaction within a selected f itness center located in Opava-Kylešovice. The primary objective is to evaluate the current state of provided services based on conducted marketing research and to define specific measures aimed at strengthening client loyalty. The theoretical part of the thesis defines the specifics of the fitness services market, quality management concepts, and psychological aspects of consumer behavior. The practical part is based on a quantitative survey conducted among 114 active clients, which is supplemented by an analysis of the 7P marketing mix and the application of the Net Promoter Score (NPS) methodology. The results of the analysis indicate that the strongest pillars of the examined entity are the premium LAX brand technical equipment and the professional level of the staff. However, the overall perception of quality is negatively influenced by deficiencies in the supporting infrastructure, particularly regarding parking capacity, indoor climate, and the technical condition of the sanitary facilities. These factors are reflected in the resulting negative NPS value (-21), signaling a predominance of dissatisfied detractors over loyal promoters. The synthesis of findings within a quantified SWOT analysis confirms the necessity of transitioning from a product-oriented approach to one focused on the overall customer experience. The final part of the thesis presents a targeted set of recommendations, including the modernization of hygiene facilities, the installation of air conditioning, and adjustments to weekend operating hours, including an estimation of the financial costs of the proposed measures.