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Formation Of A Fitness Club Customer Loyalty Programme

Author

Listed:
  • Evgenia Yazovskikh

    (Ural federal University named after the first President of Russia B.N.Yeltsin)

  • Oksana Yatsenko

    (Ural federal University named after the first President of Russia B.N.Yeltsin)

Abstract

Nowadays healthy lifestyle has become very popular. There are free sports fields, many online fitness marathons, delivery of proper nutrition dishes. More and more fitness clubs, various gyms and studios are constantly opening. It results in tougher competition in the Russian market of fitness services. As consumers have more choices, it‘s much more difficult for the company to form regular customers. Consumer loyalty is in the centre of marketers‘ attention. The thing is that companies having a significantnumber of regular customers are more competitive in modern economy than the companies whose activities are based on one-time deal with consumers.

Suggested Citation

  • Evgenia Yazovskikh & Oksana Yatsenko, 2020. "Formation Of A Fitness Club Customer Loyalty Programme," Economic Science, education and the real economy: Development and interactions in the digital age, Publishing house Science and Economics Varna, issue 1, pages 472-479.
    • Handle: RePEc:vrn:cfdide:y:2020:i:1:p:472-479
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    More about this item

    Keywords

    loyalty program; fitness club; fitness services; company customers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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