CONSUMER BEHAVIOR MODELING FOR FITNESS SERVICES EVALUATION

Liudmyla Dorokhova, Oleksansr Dorokhov, Andrii Hutorov and Olena Sirenko
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Liudmyla Dorokhova: National University of Pharmacy, Ukraine
Oleksansr Dorokhov: Simon Kuznets Kharkiv National University of Economics, Ukraine
Olena Sirenko: Poltava State Agrarian Academy, Ukraine

Studies in Business and Economics, 2020, vol. 15, issue 2, 69-84

Abstract: The subject of the study was fitness services and interaction with consumers of its. It has been identified the main criteria for evaluating the fitness service by customers in process of decisions and selection of the fitness facilities for a visit. Surveys of the youth segment of fitness consumers in Kharkiv were conducted and results were processed. The fitness clubs were studied in terms of communicative components of social media marketing to improve their interaction with customers. The research goal was the development computer model for multi-criteria evaluation of fitness centers and their work from clients point of view. As a modeling methodology, we proposed use fuzzy logic. As the instrument for implementation of the model specialized software FuzzyToolBox was chosen. Originally put forward the hypothesis about the possibility, reliability, simplicity and effectiveness of such an approach to modeling of the consumer evaluation of the fitness service, was confirmed as a result of the numerical calculations for fitness clubs in Kharkiv. The developed model can be applied to thetasks of multicriteria estimation of similar services provided to the population of different categories, such as: health-improving sports activities, outdoor activities, spa, water procedures, mass physical training, health-improving, rehabilitation gymnastics, amateur sports etc.

Keywords: fitness services; consumer behaviour; fuzzy evaluation (search for similar items in EconPapers)
Date: 2020
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