Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability

Ardvin Kester S. Ong, Yogi Tri Prasetyo, Kerr Lorenzo Picazo, Kim Aaron Salvador, Bobby Ardiansyah Miraja, Yoshiki B. Kurata, Thanatorn Chuenyindee, Reny Nadlifatin, Anak Agung Ngurah Perwira Redi and Michael Nayat Young
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Ardvin Kester S. Ong: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Yogi Tri Prasetyo: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Kerr Lorenzo Picazo: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Kim Aaron Salvador: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Bobby Ardiansyah Miraja: Faculty of Business and Economics, Universitas Surabaya, Surabaya 60111, Indonesia
Yoshiki B. Kurata: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Thanatorn Chuenyindee: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Reny Nadlifatin: Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
Anak Agung Ngurah Perwira Redi: Industrial Engineering Department, BINUS Graduate Program—Master of Industrial Engineering, Bina Nusantara University, Jakarta 11480, Indonesia
Michael Nayat Young: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines

Sustainability, 2021, vol. 13, issue 18, 1-17

Abstract: The COVID-19 pandemic has had a great impact on the fitness centers industry. The purpose of this study is to analyze the preference of gym-goers on fitness centers in the Philippines during the COVID-19 pandemic by utilizing a conjoint analysis approach. One thousand gym-goers voluntarily participated in this study and answered 22 queries created from the orthogonal design. The results indicated that Price was the highest attribute considered (21.59%), followed by Ventilation (17.56%), Service (16.59%), Trainer (14.63%), Payment Method (11.95%), Operating Hours (8.90%), and Login (8.70%). The results also indicated that comfort, security, and fitness center services were the main aspects that gym-goers would consider as their main preference. The study highlighted how gym-goers are sensitive to the price set by the fitness centers. Moreover, due to the COVID-19 pandemic, ventilation and size are considered highly important attributes among gym-goers. Comfort, safety, and security are the main consideration to have sustainable fitness centers during and even after the COVID-19 pandemic. The outcome of this study may benefit fitness centers and increase their business market by considering the preference of customers. Finally, the result of this study can be utilized by fitness centers to promote a generalized fitness center for gym-goers of different generations, statuses, and even socioeconomic status during and even after the COVID-19 pandemic.

Keywords: conjoint analysis; fitness center; gym-goers; COVID-19; business sustainability; Philippines (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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