Assessing fitness centers service quality: Gender-specific insights from Importance-Satisfaction Analysis

Assessing fitness centers service quality: A gender-specific analysis

Resumo

Aim: The assessment of service quality and customer satisfaction in the fitness industry has been a central focus for both researchers and practitioners, particularly in efforts to retain and attract new users. However, limited attention has been given to the evaluation of gender differences in perceptions of fitness centers. This study addresses this gap by examining the most influential criteria for fitness center quality, with a focus on the perceptions of male and female members. Methods: A structured questionnaire comprising 23 criteria was completed by 371 of 400 fitness center users. Importance-Satisfaction Analysis (ISA), supplemented by the Tarrant & Smith procedure and Mann-Whitney U tests, were used to analyze most influential criteria in fitness centers in Brazil. Results: The results indicate that both male and female members consider equipment-related factors along with service value, as the most critical quality indicators. Significant gender differences emerge in areas such as instructor-related factors (e.g., politeness, quality of information, responsiveness to problems and complaints, and availability to answer questions), pricing, equipment location, and waiting time to begin exercises. Conclusion: The study indicates that conducting an Importance-Satisfaction Analysis segmented by gender provides valuable insights that are often missed when both groups are analyzed collectively. This disaggregated approach allows managers to make better decisions by addressing the specific needs and expectations of each group. By systematically analyzing user behavior and related criteria, managers gain insights to improve customer acquisition and retention, supporting public health and well-being.