FORMATION OF A FITNESS CLUB CUSTOMER LOYALTY PROGRAMME

Evgenia Yazovskikh and Oksana Yatsenko
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Evgenia Yazovskikh: Ural federal University named after the first President of Russia B.N.Yeltsin
Oksana Yatsenko: Ural federal University named after the first President of Russia B.N.Yeltsin

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 472-479

Abstract: Nowadays healthy lifestyle has become very popular. There are free sports fields, many online fitness marathons, delivery of proper nutrition dishes. More and more fitness clubs, various gyms and studios are constantly opening. It results in tougher competition in the Russian market of fitness services. As consumers have more choices, it‘s much more difficult for the company to form regular customers. Consumer loyalty is in the centre of marketers‘ attention. The thing is that companies having a significantnumber of regular customers are more competitive in modern economy than the companies whose activities are based on one-time deal with consumers.

Keywords: loyalty program; fitness club; fitness services; company customers (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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