Factors Affecting Customer Loyalty of Fitness Centers: An Empirical Study

Livia Vania Suwono, Sabrina Oktaria Sihombing

Abstract

Awareness of healthy lifestyle in society is increasing day by day. Therefore, the fitness centers more motivated to focus on these business opportunities. Hence, it is important for companies to understand how to satisfy consumers to obtain consumer loyalty. Main variables were applied to predict customer loyalties areswitching cost, customer value, physical environment, and customer satisfaction. Data was collected through questionnaires distribution to students at private university in Tangerang. Data then was analyzed to by applying multipleregressionswith SPSS software. The results showed that there are three hypotheses are supported. The hypothesis is the relationship between switching cost and customer value, the relationship between customer value and customer satisfaction, and the relationship between customer satisfaction and customer loyalty. There is a hypothesis that is not supported, namely the relationship between the physical environment and customer satisfaction. This study also provides a discussion and offers direction for further research.

Kesadaran akan hidup sehat dalam masyarakat semakin meningkat. Oleh karenaitu, perusahaan-perusahaan pusat kebugaran termotivasi untuk focus pada peluang bisnis ini. Dengan demikian, pemahaman akan kepuasan konsumen yang dapat menjadikan konsumen semakin loyal adalah penting bagi perusahaan. Penelitian ini focus pada variable biaya perpindahan, nilai yang diterima konsumen, lingkungan fisik, dan kepuasan konsumen dalam memprediksi loyalitas konsumen. Data dikumpulkan melalui penyebaran kuesioner pada mahasiswa di sebuah universitas swasta. Data kemudian dianalisis dengan menggunakan regresi berganda. Hasil penelitian menunjukkan bahwa terdapat tiga hipotesis yang didukung. Hipotesis tersebut adalah hubungan antara biaya perpindahan dan nilai yang diterima konsumen, hubungan antara nilai yang diterima konsumen dan kepuasan konsumen, dan hubungan antara kepuasan konsumen dan loyalitas konsumen. Terdapat satu hipotesis yang tidak didukung, yaitu hubungan antara lingkungan fisik dan kepuasan konsumen. Penelitian ini menyampaikan pembahasan dan arah atas penelitian selanjutnya.

Keywords

loyalty; satisfaction; switching cost; customer value; physical environment.

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