University of Worcester Worcester Research and Publications

“Membership Retention in the Fitness Industry: A Qualitative Study and the Development of a Predictive Model"

Watts, Helen and Francis-Smythe, Jan (2008) “Membership Retention in the Fitness Industry: A Qualitative Study and the Development of a Predictive Model". Selected Proceedings of the First International Conference on Social Sciences, 3. pp. 79-90.

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The concern over poor membership retention rates in the fitness industry is increasing, yet it has attracted little empirical research. So far, membership retention has mostly been indirectly and narrowly addressed, whereby research has either measured member satisfaction or member usage of a fitness club from mainly a service quality perspective. This paper introduces a mixed-method (QUAL→quan) research project and presents the findings of the qualitative study. 30 semi-structured telephone interviews were conducted with a stratified random sample of current and past members of a fitness club. The responses were thematically analysed and used in the development of a predictive model of fitness club membership retention. The model seeks to predict club usage and actual retention, and includes components such as attitudinal, normative, control beliefs, motivation orientation as well as perceived quality, brand identity and commitment.

Item Type: Article
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Uncontrolled Discrete Keywords: membership retention, fitness industry
Subjects: H Social Sciences > H Social Sciences (General)
B Philosophy. Psychology. Religion > BF Psychology
Divisions: College of Business, Psychology and Sport > Worcester Business School
Depositing User: Helen Watts
Date Deposited: 30 Apr 2013 10:25
Last Modified: 08 Jun 2021 09:23

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