フィットネスクラブにおけるサービスプロダクトの再構造化

Abstract

Today in Japan, fitness clubs are in great demand and their market is expanding due to the economic circumstance shortened workings hours, increased leisure hours, and great need of holistic health for the increased aging society. Because of these factors the consumers have diversified. Regarding the marketing of the consumer satisfaction most be developed. The basic questions,“What are sport products?”“What kind of products do fitness clubs sell?”along is P. Kotler's concept are the base of this study. The purpose of this study is to investigate effective and more satisfying services at fitness clubs. Specially designed questionnaire were distributed among the users of the fitness club I used to run, and the data were analyzed. Adequate statistical procedure such as factor analysis, multiple regression analysis, T-test, F-test were applied. The following results were obtained: 1. Original 5 factors for sport products at the fitness club were identified. 2. Factors extracted enabled to construct theoretical structure. 3. Function of the product that adapted it to each characteristic became evident. 4. It is evident that a marketing strategy with clear specification of the product is necessary.