Marketing Research and Modeling System - MyAssignmenthelp.com

Question: Discuss about the Marketing Research and Modeling System. Answer: Introduction Various studies have stated that there is a very codependent relationship between the satisfaction of the customers and the experience of service. Past studies have revealed that an efficient and future-oriented service industry promote and achieve loyalty and satisfaction of the customers at a high level that would provide any company with a competitive edge in the fast-paced business market(Ashman Patterson, 2015). Various factors have to be taken care of in order to gain the loyalty and satisfaction of the customers in any industry. In the case of the fitness industry, the nature of the service business regarding providing effective health services so that the customers are delighted with the facilities, health changes, and advice that they receive from the employees and the personnel involved in the fitness clubs. It is an underlying fact that there is a huge demand for the services regarding the provision of fitness and health because of the prevalent recognition that workouts and fitness would lead to the improvement in the mental as well as physical health of an individual (Smith Albaum, 2012). This would further result in a better quality of life. Such factors have been turned out to be one of eth major reasons for the fitness clubs to consider retention and renewal of the membership of eth customers as a major goal. The hypothesis of the literature review would include such scenarios that have instigated the challenge in the health and fitness sector regarding the differentiation of the facilities along with the services meant for increasing the loyalty and satisfaction of the customers in the rapid increase of competitive environment of fitness industry (La Rocca, MandelliSnehota, 2014). From the perspective of service in the business, Meyer said that the satisfaction and loyalty of the customers from the fitness services from any fitness club is considered to be the most important determinants of the retention of the customers which ultimately results in the overall success of the fitness club as a company along with achieving competitiveness in the long term (Meyer, 2013). In order to provide good hospitality to the customer in fitness clubs to obtain the loyalty of the customers, it is very important to understand that satisfaction of the customers will lead to customer loyalty. Various marketing literature has been very successful in identifying the satisfaction of the customers as essential to bear to the customers loyalty. If the customers in the fitness clubs are provided with variety of services, they are most likely to continue their association with the fitness club. Customers get satisfaction when they sense that they are obtaining a good and high-quality value of the amount that they are sending in the fitness club membership. This may not be only restricted to the monetary value but also to the wide range of fitness services that the club has to offer. As of the current scenario, customers consider their time to be of more value than money as they do not happen to get free time more often. The fitness clubs need to understand this fact and provide the customer with the most effective fitness training and other services associated with fitness. This would make the customers feel that they are able to have a productive time in the fitness club in regards to both their time and health which would further assist in enhancing the customers satisfaction (Rambocas Gama, 2013). According to Seraphin, et al, the role of hospitality in providing customer satisfaction is dominant as the customers need to be treated and provided fitness training in a very amicable and elite way (Seraphin, et al., 2016). This creates a huge impact on the psychology and perception of the customers which makes them take or continue the fitness services for the fitness clubs which provide them with services with good hospitality. How responsiveness will lead to customer loyalty The fitness clubs basically find out effective ways in providing optimum responsiveness to the customers so as to increase loyalty. Effective responsiveness is observed to be achieved by the fitness clubs by making the employees, dietician, and trainers to greet the customers in a regular basis. As per Kaur, the individuals in the fitness club have friendly professional conversations regarding fitness in a very comforting manner to every customer (Kaur, 2014). In order to have customer loyalty, the fitness club designs various kinds of rewards which can be provided to the customers in regards to fitness services. These rewards have been made achievable which facilitate in the engagement of customer which proves to be of great value. They are found to be provided with competitive as well as equitable rewards in the fitness clubs which will increase the interest of the customer (Wind Green, 2013). The rewards that are selected are basically in compliance with the brand of the fitness club which would be very relevant to the customers. The fitness clubs also happen to use the system of free gifts for its customers as a way of effective responsiveness of the fitness clubs to its customers. As per tacey Wilson (2014), The management of the fitness clubs also use products associated with fitness as rewards for encouraging demo trails of training and increasing cross-selling of the fitness services successfully (Stacey Wilson, 2014). This has a motivating influence on the customers to continue their membership in the fitness club and even opt for renewal of their membership in the fitness center. Recommendations The fitness clubs need to develop ways regarding having various contact points for enhancing the communication with the customers. The fitness clubs can have contact with the customer through telephone, social or web media an even face-to-face and even ask the customer regarding how they would like to be contacted regarding new services, offers or rewards. The fitness clubs should focus mostly on building up the existing customers who already happen to like the fitness services that the club is offering. The trainers, dieticians and other individuals need to increase involvement and communication with the customer in regards to the individual growth and improvement in the health and fitness level. This should be the prime focus of the fitness clubs which would service as the backbone for the success of the fitness club. Conclusion It could be observed that provision of effective and high-quality training and building cordial relationships with the customer would provide customer satisfaction that would directly lead to increase in the customer loyalty in the fitness clubs. The loyalty of the customers can only be achieved through effective and prominent fitness results which would provide satisfaction to the customers in the fitness clubs. The fitness club has to appoint a front-line individual for employment who have adequate knowledge and are well trained so as to be able to provide a wide range of services to the customer. References Ashman, R., Patterson, A. (2015).Seeing the big picture in services marketing research: infographics, SEM and data visualisation.Journal of Services Marketing,29(6/7), 613-621. Kaur, S. (2014).The Role of Employee Engagement in Customer Satisfaction in Hospitality Industry an Analytical Study. Dayalbagh Educational Institute, 145-150 La Rocca, A., Mandelli, A., Snehota, I. (2014). Netnography approach as a tool for marketing research: the case of Dash-PG/TTV.Management Decision,52(4), 689-704. Meyer, R. (2013). Paul Green, journal of marketing research, and the challenges facing marketing.Journal of Marketing Research,50(1), 1-3. Rambocas, M., Gama, J. (2013).Marketing research: The role of sentiment analysis(No. 489). Universidade do Porto, Faculdade de Economia do Porto. Seraphin, H., Ambaye, M., Gowreesunkar, V., Bonnardel, V. (2016).A marketing research tool for destination marketing organizations' logo design.Journal of Business Research,69(11), 5022-5027. Stacey, N., Wilson, A. (2014).Industrial Marketing Research (RLE Marketing): Management and Technique. Routledge. Smith, R., Albaum, G. (2012). Basic Marketing Research: Volume 1. Handbook for Research Professionals. Provo: Qualtrics Labs Inc. Wind, Y., Green, P. E. (Eds.). (2013).Marketing research and modeling: progress and prospects: a tribute to Paul E. Green(Vol. 14). Springer Science Business Media. 10-21