sh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Segmentering och målgrupper inom gymbranschen: En kvalitativ studie kring gymmens kundlojalitet samt åtgärder för gymkedjor för ökad kundlojalitet i strävan mot lönsamma kundrelationer
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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

Place, publisher, year, edition, pages
2018. , p. 63
Keywords [en]
customer loyalty, loyal customers, target market, gym, gym industry, segmentation, training, return on relationships, value creation
Keywords [sv]
kundlojalitet, lojala kunder, målmarknad, gym, gymbranschen, segmentering, träning, return on relationships, värdeskapande
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-37713OAI: oai:DiVA.org:sh-37713DiVA, id: diva2:1289692
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-02-19 Created: 2019-02-18 Last updated: 2019-02-19Bibliographically approved

Open Access in DiVA

fulltext(448 kB)76 downloads
File information
File name FULLTEXT01.pdfFile size 448 kBChecksum SHA-512
488d835facb6eebb5f65518562f9277ec88ae1067720631d1fd8581087a829c51ea47bdd35c2de51ec6b3edc521e14e283935b2f26d1bd5dd0480e457ef43770
Type fulltextMimetype application/pdf

By organisation
Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 76 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 57 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf