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

Assessing fitness centers service quality: A gender-specific analysis

Abstract

Abstract: 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: 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 suggests that a gender-segmented Importance-Satisfaction Analysis (ISA) provides managers with insights that are typically overlooked when genders are analyzed together. This differentiated approach allows for more informed management decisions that better address the distinct needs of male and female members.