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Segmentering och målgrupper inom gymbranschen: En kvalitativ studie kring gymmens kundlojalitet samt åtgärder för gymkedjor för ökad kundlojalitet i strävan mot lönsamma kundrelationer
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi.
2018 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

The current health trend in Sweden has created a gym industry where the competition hardens for each day. Dominant actors fight for customers and the customers are many. The basic need of being psychically active is with each individual and therefore everyone, in theory becomes potential customers for the gyms. The gyms targets the widest of target groups and invite with slogans like workout for everyone. However, there are problem with maintaining customers who refrain from training or completely leaving the membership. The purpose of this study is to investigate how gyms present segmentation strategy creates disloyal customers who abandon the gym despite their individual needs and how gym can through segmentation measures create more profitable relationships with more loyal customers.The method used for this was based on interviews with two groups, the non-loyal customers and the gyms as well as an content analysis of the gyms own communication. The result from the study shows a number of gaps when it comes to the communicated target groups versus which resources are put on the operational work from gym. The study's conclusion is that the current segmentation strategy does not justify the stated target group, but instead shows obvious deficiencies which lead to non loyal customers to an excessive extent. Instead a number of measures with a focus on inclusion and focus are presented

sted, utgiver, år, opplag, sider
2018. , s. 63
Emneord [en]
customer loyalty, loyal customers, target market, gym, gym industry, segmentation, training, return on relationships, value creation
Emneord [sv]
kundlojalitet, lojala kunder, målmarknad, gym, gymbranschen, segmentering, träning, return on relationships, värdeskapande
HSV kategori
Identifikatorer
URN: urn:nbn:se:sh:diva-37713OAI: oai:DiVA.org:sh-37713DiVA, id: diva2:1289692
Fag / kurs
Business Studies
Uppsök
Social and Behavioural Science, Law
Veileder
Examiner
Tilgjengelig fra: 2019-02-19 Laget: 2019-02-18 Sist oppdatert: 2019-02-19bibliografisk kontrollert

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