Satisfaction evaluation model in the light of marketing mix theory applied to fitness clubs in Poland

Problem statement: Consumer satisfaction is of particular importance in the service sector in which retaining a customer is a way of achieving organization’s success. Approach: We carried out a survey on members (N=474) of selected fitness clubs located in Poland. We used an originally designed questionnaire which allowed to analyse 7P marketing elements of fitness clubs. Structural equations modelling was applied. A confirmatory factor analysis (CFA) was used to investigate the data structure in relation to the theoretical concept of 7P marketing mix. In order to examine the tool's structure Standardized Customer Satisfaction Index (CSI) was used. Purpose: The objective of this paper is create a satisfaction assessment model for services and adapt it to the fitness clubs sector. We aimed to identify factors that may correlate with the customer satisfaction level in fitness clubs in Poland. Results: We created a satisfaction assessment tool for services adapted to the fitness clubs sector. We established that seven instruments of marketing mix for services correlate with the customer satisfaction level in selected fitness clubs in Poland. Confirmation model of the research construct provided a reasonably good fit with χ2/df = 1.94. The result of the χ2 test proved statistically significant (p<0.05). Conclusions: The designed tool allows to evaluate all areas of functioning of a fitness club according to the 7P theory for services. The created model can help analyse, evaluate and shape customer behaviour in the contemporary market. We established that the evaluation of seven instruments of the marketing mix allows to assess the satisfaction with the services of a fitness club. Key-Words: marketing instruments, CSI, measurement, fitness sector Introduction Nowadays consumer behaviour and decision-making process in fitness services selection involve many factors and require identifying customer needs in order to satisfy them (Theodorakis, Howat, Ko, & Avourdiadou, 2013). Scholars have noted the importance of product/service quality (Avourdiadou & Theodorakis, 2014; Ko & Pastore, 2007; Lai Teik, 2014), perceived value (Choi, Greenwell, & Lee, 2018; García-Fernández et al., 2018; García-Fernández, Gálvez-Ruiz, Vélez-Colon, & Bernal-Garcia, 2016), service convenience and loyalty (Baena-Arroyo, García-Fernández, Gálvez-Ruiz, & Grimaldi-Puyana, 2020; GarcíaFernández et al., 2016; García-Fernández et al., 2018) as well as customers satisfaction with product/service (Avourdiadou & Theodorakis, 2014; García-Fernández, Gálvez-Ruiz, Vélez-Colon, Ortega-Gutiérrez, & Fernández-Gavira, 2019) in achieving market success in fitness clubs branch. All those dimensions may lead to improving fitness brand performance, repurchase intention and market share, which are the main objectives of business practitioners (Angelova & Zekiri, 2011). In our paper, we focused especially on the importance of the specific consumer behaviour in the fitness sector: customer satisfaction which is treated as the major factor for organizational success and business sustainability (Manna, Singh, & Bhargava, 2018). Today, attention to these aspects is more critical than ever. Avourdiadou and Theodorakis (2014) argue that overall satisfaction can be an important driver of customers' future behaviour. In order to acquire and retain customers companies take miscellaneous initiatives targeted at acquiring information about behaviour of the customers in the markets such as their preferences, needs, consumption and lifestyle. Lee et al. (2011) claim that managers of contemporary organizations shall analyse systematically the customers’ satisfaction level with the provided services and consequently modify the offer to recognised demands. Therefore we decided to create a satisfaction assessment model for services and adapt it to the fitness sector, which is a growing industry worldwide (Gocłowska & Piątkowska, 2018; Rodríguez-Cañamero, Gallardo, Felipe, & García-Unanue, 2018). We aimed to identify factors that may correlate with the customer satisfaction level in fitness clubs in Poland. Literature review of the customer satisfaction concept and its relation with 7P marketing mix theory Concept of customer satisfaction and its measurement The customer satisfaction is defined as a general measurement of the effectiveness of miscellaneous initiatives related to a product or service which companies undertake (Johnston, 1995). Consumer satisfaction SYLWIA GOCŁOWSKA, MONIKA PIĄTKOWSKA -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------JPES ® www.efsupit. ro 2037 appears „if performance is higher than expected, dissatisfaction results if it is lower” (Bartikowski & Llosa, 2004). Oliver (1997) explains satisfaction as “a consumer’s fulfilment response. It is a judgment that a product or service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumptionrelated fulfilment, including levels of underor overfulfillment”. Researchers have developed a number of models, scales and indexes used to measure customer service satisfaction. Those studies are usually conducted using techniques and tools typical for classic quantitative as well as qualitative marketing research (e.g. SERVQUAL, CIT or CSI) (Gocłowska, Piątkowska, & Lenartowicz, 2019; Milner & Furnham, 2017). Although numerous methods of measuring consumer satisfaction exist, it is impossible to indicate one universal tool that would fit every sector (Śmiatacz, 2012). Analysis of consumer satisfaction surveys are highly dependent on the specific research problem, the industry and the particular product or service (Śmiatacz, 2012). 7P marketing mix theory and its relation to customers’ satisfaction In the theory of the marketing mix for services, 7 instruments (7P) can be distinguished, used by companies to influence customers’ behaviour (Anitsal, Girard, & Anitsal, 2012). Four of them (product, promotions, place, price) belong to traditional 4P marketing theory, which was expanded by Booms and Bitner (1981) who added three novel instruments: people, physical evidence, and process. Many researchers noticed that those marketing mix elements have a significant positive impact on consumer satisfaction (Baidya & Basu, 2009; Garg, Singh, & Kumar De, 2016; Kim & Lough, 2007; Lee et al., 2011). For instance Yelkur (2000) reports that consumers experience services through elements of marketing mix and she explains the relationship between elements of marketing mix and consumer satisfaction with service companies. Similar studies were conducted by Garg et al. (2016) and Baidya & Basu (2009).