Marketing strategies to improve service quality at sports and fitness venues: a systematic review
DOI:
https://doi.org/10.47197/retos.v62.109886Keywords:
sports and fitness industry, marketing strategy, service qualityAbstract
The sports and fitness industry has seen accelerated growth with increasing public awareness about the relevance of health and well-being. Nowadays, facilities such as gyms, stadiums, swimming pools and fitness centers have become essential elements of lifestyle in society. Marketing strategies are important to attract and retain customers. The programs offered should be viewed as service products that have sales value. Therefore, implementing effective marketing strategies is necessary to compete, satisfy customer needs and increase customer loyalty. This research aims to conduct a systematic review of existing literature regarding marketing strategies for sports and fitness venues using the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) method. This study includes research published in the last 10 years from indexed journal sources and identifies important findings regarding the effectiveness of various marketing strategies in service and retaining customers. The research results shows that personalization of service, utilization of technology, deep understanding of customer needs, and high service quality are key strategies that can increase perceived value, satisfaction, and customer loyalty in the sports and fitness sector.
References
Algualcil, M., Crespo-Hervás, J., & Pérez-Campos Carlos. (2020). Análisis sociodemográfico de la percepción de marca en un servicio deportivo público: del target albuyer persona. : : Federación Española de Asociaciones de Docentes de Educación Física (FEADEF), 37, 139–146.
Choi, C., Greenwell, T. C., & Lee, K. (2018). Effects of service quality, perceived value, and consumer satisfaction on behavioral intentions in virtual golf. Journal of Physical Education and Sport, 18(3), 1459–1468. https://doi.org/10.7752/jpes.2018.03216
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122(October 2020), 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
Fajar Fathoni, A., Adi, S., Yunus, M., & Selfi Cholifah, P. (2024). Leveraging Digitalization for Enhanced Publication and Marketing of Sports Services Aprovechar la digitalización para mejorar la publicación y el marketing de servicios deportivos. Retos, 57, 264–270. https://doi.org/https://doi.org/10.47197/retos.v57.107051
Ferreira-Barbosa, H., Barbosa, J., Sabino, B., & Loureiro, V. (2022). Determinants of service quality influencing customer satisfaction in fitness centers: A systematic review. European Journal of Human Movement, 49, 29–45. https://doi.org/10.21134/eurjhm.2022.49.3
Forradellas, R. R., Alonso, S. N., Vázquez, J. J., Fernández, M. Á. E., & Miró, N. V. (2021). Entrepreneurship, sport, sustainability and integration: A business model in the low‐season tourism sector. Social Sciences, 10(4). https://doi.org/10.3390/socsci10040117
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250–262. https://doi.org/10.1016/j.smr.2017.07.003
García-Pascual, F., Parra-Camacho, D., & Martínez Rico, G. (2023). Customer Experience in Sports Centres: Adaptation and Validation of a Measurement Scale. Sustainability (Switzerland), 15(7), 1–12. https://doi.org/10.3390/su15075954
Goodyear, V. A., Kerner, C., & Quennerstedt, M. (2019). Young people’s uses of wearable healthy lifestyle technologies; surveillance, self-surveillance and resistance. Sport, Education and Society, 24(3), 212–225. https://doi.org/10.1080/13573322.2017.1375907
Hamel, C., Hersi, M., Kelly, S. E., Tricco, A. C., Straus, S., Wells, G., Pham, B., & Hutton, B. (2021). Guidance for using artificial intelligence for title and abstract screening while conducting knowledge syntheses. BMC Medical Research Methodology, 21(1), 1–12. https://doi.org/10.1186/s12874-021-01451-2
Hiebl, M. R. W. (2023). Sample Selection in Systematic Literature Reviews of Management Research. Organizational Research Methods, 26(2), 229–261. https://doi.org/10.1177/1094428120986851
Llopis-Goig, R., Vilanova, A., & Martín Sánchez, J. (2017). SPAIN: Evolution and Characteristics of the Private Sport Sector – Focus on Fitness Centres and Gyms. Springer International Publishing, in 2013, 309–324. https://doi.org/10.1007/978-3-319-61310-9_18
Martínez García, M. R., & Zambrano Alvarez, I. (2020). The promotion of a health culture from the experience of the Pablo de Olavide University (Spain). Italian Journal of Sociology of Education, 12(3), 41–62. https://doi.org/10.14658/pupj-ijse-2020-3-3
Masdeu Yelamos, G., Carty, C., & Clardy, A. (2019). Sport: A driver of sustainable development, promoter of human rights, and vehicle for health and well-being for all. Sport, Business and Management: An International Journal, 9(4), 315–327. https://doi.org/10.1108/SBM-10-2018-0090
Miranda-Guerra, M., Cevallos, S., & Torres, K. D. (2024). Relationship Marketing and Customer Loyalty: A Quantitative Analysis in the Retail Sector. IBIMA Business Review, 2024. https://doi.org/10.5171/2024.710234
Mishra, V., & Mishra, M. P. (2023). PRISMA for Review of Management Literature – Method, Merits, and Limitations – An Academic Review. In Emerald Publishing Limited (Vol. 2, pp. 125–136). https://doi.org/10.1108/s2754-586520230000002007
Morán-Gámez, G., Fernández-Martínez, A., Biscaia, R., & Nuviala, R. (2024). Measuring Green Practices in Sport: Development and Validation of a Scale. Sustainability (Switzerland), 16(2), 1–16. https://doi.org/10.3390/su16020494
Ng, L., Pitt, V., Huckvale, K., Clavisi, O., Turner, T., Gruen, R., & Elliott, J. H. (2014). Title and abstract screening and evaluation in systematic reviews (TASER): A pilot randomised controlled trial of title and abstract screening by medical students. Systematic Reviews, 3(1), 1–8. https://doi.org/10.1186/2046-4053-3-121
Pérez, Y. S., Navarro, J. R. S., & Pirela, R. A. V. (2024). Incidence of sport on economic growth in Colombia. Retos, 51, 1101–1109. https://doi.org/10.47197/RETOS.V51.101042
Portela-Pino, I., Domínguez-Alonso, J., Alvariñas-Villaverde, M., & Chinchilla-Mira, J. J. (2022). Influence of Personal, Academic, Social, and Level of Physical Activity Variables on Emotional Intelligence. Children, 9(2), 1–12. https://doi.org/10.3390/children9020286
Reyna-Gonzalez, J., Ramírez, G., Trujillo, J., & Meza, G. (2023). Neuromarketing and Student Loyalty. Case: Technological Institute - Peru. Journal of Namibian Studies, 34(52), 439–460. https://namibian-studies.com/index.php/JNS/article/view/1719/1217
Solanki, M. S., & Thomas, J. (2023). Evaluation of Social Media Marketing Literature in the Tourism Industry Using PRISMA. Journal of Creative Communications, December 2020, 1–17. https://doi.org/10.1177/09732586231202610
Supriyoko, A., Kristiyanto, A., Akhyar, M., & Riyadi, S. (2024). Potential sports industry Segorogunung village: a strategy for the paragliding sport tourism development model. Retos, 58, 700–706. https://doi.org/10.47197/retos.v58.104842
Theodorakis, N. D., Howat, G., Ko, Y. J., & Avourdiadou, S. (2014). A comparison of service evaluation models in the context of sport and fitness centres in Greece. Managing Leisure, 19(1), 18–35. https://doi.org/10.1080/13606719.2013.849505
Theodorou, S., Ntovoli, A., & Alexandris, K. (2024). The relationship between sport event experience and psychological well-being: the case of a “Sailing Marathon” | La relación entre la experiencia de un evento deportivo y el bienestar psicológico: el caso de una “Maratón de Vela.” Retos, 57, 484–493.
Torstveit, M. K., Johansen, B. T., Haugland, S. H., & Stea, T. H. (2018). Participation in organized sports is associated with decreased likelihood of unhealthy lifestyle habits in adolescents. Scandinavian Journal of Medicine and Science in Sports, 28(11), 2384–2396. https://doi.org/10.1111/sms.13250
Trifu, A., Smîdu, E., Badea, D. O., Bulboacă, E., & Haralambie, V. (2022). Applying the PRISMA method for obtaining systematic reviews of occupational safety issues in literature search. MATEC Web of Conferences, 354, 00052. https://doi.org/10.1051/matecconf/202235400052
van Dinter, R., Tekinerdogan, B., & Catal, C. (2021). Automation of systematic literature reviews: A systematic literature review. Information and Software Technology, 136(April). https://doi.org/10.1016/j.infsof.2021.106589
Wang, Y., & Fang, W. (2019). Sports Industry under the New Economic Ecology. Advances in Social Science, Education and Humanities Research, 196(Ssphe 2018), 382–388.
YU, H. S., CHEN, J. J. Z. K. K., & HUANG, C. H. A. S. D. M. U. (2014). SERVICE QUALITY, PERCEIVED VALUE, CUSTOMER SATISFACTION, AND BEHAVIORAL INTENTION AMONG FITNESS CENTER MEMBERS AGED 60 YEARS AND OVER HYUN. SOCIAL BEHAVIOR AND PERSONALITY, 42(5), 757–768.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Yanuar Rachman Sadewa, Sumaryanto Sumaryanto, Sumarjo Sumarjo
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and ensure the magazine the right to be the first publication of the work as licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of authorship of the work and the initial publication in this magazine.
- Authors can establish separate additional agreements for non-exclusive distribution of the version of the work published in the journal (eg, to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Is allowed and authors are encouraged to disseminate their work electronically (eg, in institutional repositories or on their own website) prior to and during the submission process, as it can lead to productive exchanges, as well as to a subpoena more Early and more of published work (See The Effect of Open Access) (in English).
This journal provides immediate open access to its content (BOAI, http://legacy.earlham.edu/~peters/fos/boaifaq.htm#openaccess) on the principle that making research freely available to the public supports a greater global exchange of knowledge. The authors may download the papers from the journal website, or will be provided with the PDF version of the article via e-mail.
