Introduction
The aim of this report is based on discussion of theory to critical evaluation of the Westside Health & Fitness Club (WH&FC). Having emphasis on the role service encounters in customer satisfaction and quality, outline a detailed approach to manage moments of truth of service recovery. Keeping good relationship with customer can be seen an important retention strategy of customer. Loyal customers can be especially useful in service businesses where most people use word of mouth recommendations to decide which business or person to use. The report is surrounding several issues, which include customer retention, management of moments of truth, service recovery and so on.
Methodology
First of all, I have visited the WH&FC after I was made an appointment, I asked for a staff member to show me around to have a first impression of what a realistic gym does like. Secondary, I have been collecting promotional or relevant materials that are trying to understand the positioning of the WH&FC. Thirdly, I have been searching websites and secondary resources for information about the WH&FC market, In addition, the primary research also including talked to current customer and first line employee. Paul, a member staff of Fitness First, he said that the Fitness First not only provides high service quality to satisfy our customer, but also to enable our employees works in a friendly atmosphere, this indicates or implies a key factor of why Fitness First has been successfully growing fast in years. Some of detailed examples will be used to combine with definition to make an in-depth analysis. Finally, a well-prepared methodology should towards to achieve the research findings that are based on Literature Review.
Literature r...
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...oster strong relationships with the Westside Health & Fitness Club.
Reference
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3) Lovelock, C; Vandermerwe, S; Lewis, B; (1999). Services Marketing- A European Perspective; Prentice Hall.
4) Lovelock, C; (2001) (4th edition). Services Marketing- People, Technology, Strategy; Prentice Hall. No. 1, pp.15,17,56, 112,122,144,149,170,200
5) Zeithaml, A; Bitner, J; Gremler, D; (2006) (4th edition). Services Marketing- Integrating Customer Focus Across The Firm; McGraw-Hill. No.6, pp.158
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7) Brassington, F; Pettitt, S; (2005). Essentials of Marketing; Prentice Hall.
Besides marketing its customer service, the company markets different programs according to its three major types of customers. Some of them being,
High levels of customer satisfaction will not guarantee future sales, but are more likely to result in repeat future sales than indifferent or poor customer service. Moreover, satisfied customers are more likely to try out other products/services in the firm’s range, or recommend it to friends and family. Build on customer loyalty Customer loyalty is valued highly by most businesses and can be
There are some rules and regulations will take place and interested customers can deposit the entry fees on reception.
The customer support and customer service functions are more than departments; they are part of an essential strategy for growing your business. In the modern business climate, customers expect answers to their questions immediately. When the right information is available anytime, from anywhere in the world, customers are more likely to have a positive experience, thus customer loyalty will be increased. It is a known fact that the cost to obtain a customer is ten times higher than to maintain and keep existing customers. (Gouran, Dennis, W.E. Wiethoff, & J.A. Doelger. (1994). Mastering communication. 2nd ed. Boston: Allyn and Bacon.) Not in Reference Pg.
In light of an evolving market, faced with new competitors, and after a careful analysis of their current customers, the Vanguard Group (hereinafter referred to as “Vanguard”) realizes it must rethink its entire marketing strategy. However, in order to protect and leverage their competitive advantage, which is their low management fees, and to optimize the loyalty that their customers continuously demonstrate toward their organization, they must now target the most profitable segment for them, and develop the best way to serve and delight these customers.
The business models of the two rapidly growing franchised gym chains vary from each other. Originated in US, Anytime Fitness is the largest health club chain in world as well as in Australia with more than 260 clubs located all over the different states and territories. Member fees and offers of each club are customized by owners under a guide from headquarter. It embraces a ‘Corporate Wellness’ section as part of business model to attract employees of companies as group customers. A theme social networking website is also provided to members to communicate about their health and workouts. As to its franchise model, an initial joining fee and a monthly flat fee are required and a variety of technical and decision-making supports are available for franchisees (Anytime Fitness 2014).
The purpose of this research paper is to understand and analyze the model differences between two of the leading franchise fitness companies, Snap Fitness and Planet Fitness. During the past decade, there has been noteworthy market segmentation in the fitness industry as it relates to gym facilities. Specifically, a number of companies have entered the marketplace offering similar amenities in a smaller facility as compared to traditional “big box” gyms throughout the United States. The names range from 24-Hour Fitness, Snap Fitness, Simply Fit, Planet Fitness and many more. “Deciding to purchase and operate a franchise, means a major life style change for most people. In addition, the capital investment required for a franchise
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
Zeithaml, V., Parasuraman, A., & Berry, L. (1990). Delivering quality service: balancing customer perceptions and expectations. New York, New York: Simon and Schuster.
Black, Tamara. 2008. Exercise and Fitness in a U.S. Commercial Gym.Ann Arbor, Mich.: University Microfilms International.
Roth, A.V. and Velde ,M V D.(1991), “Operations As Marketing : A Competitive Service Strategy”, Journal of Operations Management ,Vol. 10 ,No. 3,pp 303-328
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
The Service Management Excellence is not a short term phenomenon. It provides principles and techniques that will endure in the long run. Excellent service is not a yoke; it is imbedded in the way exceptional organizations ...
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
KOHLI, N. & KAUR, J. 2011. SERVICES MARKETING - WINNING AND CREATING CUSTOMERS WITH SPECIAL REFERENCE TO ICICI BANK. Asia Pacific Journal of Research in Business Management, 2.