JEFMS Journal

Google Scholar

Article Pdf

---

ABSTRACT:

The main aim of this research is to analyze how marketing strategies influence customer satisfaction, loyalty and business growth as well as business performance in facing competition in the fitness services business at the Bagas Fitness Center which is located in Rejosari Hamlet, Tinggar Village, Bandar Kedungmulyo District, Jombang Regency. Qualitative research method with a phenomenological approach, data collection techniques include in-depth interviews with fitness owners and parties involved in managing the Bagas Fitness Center business, documentation and direct observation of interactions with customers and analysis of internal documents related to marketing strategies. This research model uses a simple design. with Triangulation Theory. The data analysis technique used is the Manual Data Analysis Procedure (MDAP). The research method used is a qualitative case study, with data collection carried out through in-depth interviews with Bagas Fitness Center management and staff, as well as content analysis of the social media platforms used. Relevant findings related to marketing strategy and business performance. The research results show that Customers Orientation as a promotional tool is able to increase the visibility of Bagas Fitness Center, increase customer engagement, and strengthen their brand image in the local market. Deep understanding of customer needs, preferences and behavior as the main basis for designing products, services and marketing strategies. By being customer-oriented, companies are not only able to increase customer satisfaction and maintain a strong customer base, but can also create significant competitive differentiation in the market.

KEYWORDS:

Marketing strategy, business performance, fitness services, competition, customer satisfaction

REFERENCES:

1) Amjad, T. (2020). Contemporary challenges in entrepreneurial marketing: Development of a new pedagogy model. Journal of Entrepreneurship Education, 23(3), 1–22.

2) Anwar, M., & Shah, S. Z. A. (2021). Entrepreneurial orientation and generic competitive strategies for emerging SMEs: Financial and nonfinancial performance perspective. Journal of Public Affairs, 21(1), e2125.

3) Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572.

4) Awa, H. O., Ikwor, N. K., & Ademe, D. G. (2021). Customer satisfaction with complaint responses under the moderation of involvement. Cogent Business & Management, 8(1), 1905217.

5) Azemi, Y., Ozuem, W., & Howell, K. E. (2020). The effects of online negative word‐of‐mouth on dissatisfied customers: A frustration–aggression perspective. Psychology & Marketing, 37(4), 564–577.

6) Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135.

7) Behnam, M., Delshab, V., & Tuan, L. T. (2022). Perceived service innovation in non-profit sports clubs: the antecedents and consequence. European Sport Management Quarterly, 22(3), 440–462.

8) Behnam, M., Pyun, D. Y., Doyle, J. P., & Delshab, V. (2021). The impact of consumer knowledge on profitable consumer loyalty through perceived service quality and psychological involvement in non-profit sport clubs. International Journal of Sports Marketing and Sponsorship, 22(2), 407–427.

9) Behnam, M., Sato, M., & Baker, B. J. (2021). The role of consumer engagement in behavioral loyalty through value co-creation in fitness clubs. Sport Management Review, 24(4), 567–593.

10) Burnham, T. (2020). I’ve got an idea! Exploring the antecedents of suggestion sharing in consumer services. Journal of Services Marketing, 34(4), 443–457.

11) C. Rofiah. (2024). Metode Penelitian Fenomenologi Konsep Dasar, Sejarah, Paradigma, dan Desain Penelitian. CV Literasi Nusantara Abadi.

12) Calabrese, A., Costa, R., Ghiron, N. L., Tiburzi, L., & Pedersen, E. R. G. (2021). How sustainable-orientated service innovation strategies are contributing to the sustainable development goals. Technological Forecasting and Social Change, 169, 120816.

13) Chiu, W., Won, D., & Bae, J. S. (2020). Internal marketing, organizational commitment, and job performance in sport and leisure services. Sport, Business and Management: An International Journal, 10(2), 105–123.

14) Chusnul Rofiah, S. E. (2023). Metode Penelitian Kualitatif Lengkap dengan Rencana Pembelajaran Semester dan Contoh Pedoman Penulisan Skripsi Kualitatif. CV Literasi Nusantara Abadi.

15) Comings, J. P. (2023). Persistence: Helping adult education students reach their goals. In Review of Adult Learning and Literacy, Volume 7 (pp. 23–46). Routledge.

16) Damberg, S. (2022). Predicting future use intention of fitness apps among fitness app users in the United Kingdom: the role of health consciousness. International Journal of Sports Marketing and Sponsorship, 23(2), 369–384.

17) Dang, V. T., Nguyen, H. V., Hoang, T. H., Nguyen, T. H., Tran, V. T., Nguyen, Q. H., & Nguyen, N. (2022). Gyms’ indoor environmental quality and customer emotion: the mediating roles of perceived service quality and perceived psychological safety. Leisure Studies, 41(2), 263–280.

18) Du, R. Y., Netzer, O., Schweidel, D. A., & Mitra, D. (2021). Capturing marketing information to fuel growth. Journal of Marketing, 85(1), 163–183.

19) Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., & Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.

20) Elsotouhy, M. M., Ghonim, M. A., Alasker, T. H., & Khashan, M. A. (2024). Investigating health and fitness app users’ stickiness, WOM, and continuance intention using SOR model: The moderating role of health consciousness. International Journal of Human–Computer Interaction, 40(5), 1235–1250.

21) Eskiler, E., & Altunışık, R. (2021). The moderating effect of involvement in the relationship between customer behavioral intentions and its antecedents. SAGE Open, 11(2), 21582440211014496.

22) García-Fernández, J., Gálvez-Ruiz, P., Sánchez-Oliver, A. J., Fernández-Gavira, J., Pitts, B. G., & Grimaldi-Puyana, M. (2020). An analysis of new social fitness activities: Loyalty in female and male CrossFit users. Sport in Society, 23(2), 204–221.

23) Glaveli, N., Papadimitriou, D., Karagiorgos, T., & Alexandris, K. (2023). Exploring the role of fitness instructors’ interaction quality skills in building customer trust in the service provider and customer satisfaction. European Sport Management Quarterly, 23(3), 767–788.

24) Gu, Z., & He, C. (2021). [Retracted] Application of Fuzzy Decision Tree Algorithm Based on Mobile Computing in Sports Fitness Member Management. Wireless Communications and Mobile Computing, 2021(1), 4632722.

25) Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364.

26) Jones, P., Ratten, V., & Hayduk, T. (2020). Sport, fitness, and lifestyle entrepreneurship. International Entrepreneurship and Management Journal, 16, 783–793.

27) Khan, H. (2020). Is marketing agility important for emerging market firms in advanced markets? International Business Review, 29(5), 101733.

28) Kim, K., & Byon, K. K. (2021). Conceptualization of switching costs in fitness centers: A higher-order reflective-formative model. Sport Management Review, 24(4), 543–566.

29) Kim, M. (2021). Conceptualization of e-servicescapes in the fitness applications and wearable devices context: Multi-dimensions, consumer satisfaction, and behavioral intention. Journal of Retailing and Consumer Services, 61, 102562.

30) Krishnan, J. J. (2021). A study on loyalty dimension and measurement. Materials Today: Proceedings, 37, 890–893.

31) Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), 357–375.

32) Lee, H.-K. (2024). When arts met marketing: arts marketing theory embedded in Romanticism. In A Reader on Audience Development and Cultural Policy (pp. 54–70). Routledge.

33) Lin, Y.-H., Lin, F.-J., & Wang, K.-H. (2021). The effect of social mission on service quality and brand image. Journal of Business Research, 132, 744–752.

34) Macon, R. W. (2020). Customer Retention Strategies in the Fitness Industry. Walden University.

35) Mansouri, H., Sadeghi Boroujerdi, S., Polonsky, M., Husin, M. M., & Seydi, M. (2022). Investigating the mediating role of market orientation between internal marketing and the development of entrepreneurial orientation within private sports clubs. New England Journal of Entrepreneurship, 25(2), 103–120.

36) Mokmin, N. A. M., & Jamiat, N. (2021). The effectiveness of a virtual fitness trainer app in motivating and engaging students for fitness activity by applying motor learning theory. Education and Information Technologies, 26(2), 1847–1864.

37) Mopas, M. S., & Huybregts, E. (2020). Training by feel: Wearable fitness-trackers, endurance athletes, and the sensing of data. The Senses and Society, 15(1), 25–40.

38) Oguntuase, S. B., & Sun, Y. (2022). Effects of mindfulness training on resilience, self-confidence and emotion regulation of elite football players: The mediating role of locus of control. Asian Journal of Sport and Exercise Psychology, 2(3), 198–205.

39) Ozbekler, T. M., & Ozturkoglu, Y. (2020). Analysing the importance of sustainability‐oriented service quality in competition environment. Business Strategy and the Environment, 29(3), 1504–1516.

40) Pandey, S., & Kumar, D. (2020). Customer-to-customer value co-creation in different service settings. Qualitative Market Research: An International Journal, 23(1), 123–143.

41) Peitzika, E., Chatzi, S., & Kissa, D. (2020). Service quality expectations in the fitness center context: A validation of the expectations component of the SERVQUAL scale in Greece. Services Marketing Quarterly, 41(2), 89–104.

42) Polyakova, O., & Ramchandani, G. (2023). Perceived service quality among regular users of gyms in public sports centres in the UK. Managing Sport and Leisure, 28(1), 35–54.

43) Rehman, S. U., Gulzar, R., & Aslam, W. (2022). Developing the integrated marketing communication (imc) through social media (sm): the modern marketing communication approach. Sage Open, 12(2), 21582440221099936.

44) Richter, P. C., & Bruehl, R. (2020). Ahead of the game: Antecedents for the success of shared service centers. European Management Journal, 38(3), 477–488.

45) Rofiah, C. (2021). QUALITATIVE METHODS: SIMPLE RESEARCH WITH TRIANGULATION THEORY DESIGN. Develop, 5(1), 18–28.

46) Rofiah, C. (2022). Analisis Data Kualitatif: Manual Atau Dengan Aplikasi? Develop, 6(1), 33–46.

47) Rofiah, C., & Bungin, B. (2021). Qualitative Methods: Simple Research With Triangulation Theory Design. Develop, 5(1), 18–28.

48) Rossi, L., Breuer, C., & Feiler, S. (2020). Determinants of non-profit sports clubs’ perceived competition from commercial sports providers. Sport Management Review, 23(4), 736–749.

49) Sheth, J. N., & Parvatiyar, A. (2021). Sustainable marketing: Market-driving, not market-driven. Journal of Macromarketing, 41(1), 150–165.

50) Torkzadeh, S., Zolfagharian, M., Yazdanparast, A., & Gremler, D. D. (2022). From customer readiness to customer retention: the mediating role of customer psychological and behavioral engagement. European Journal of Marketing, 56(7), 1799–1829.

51) Tunn, V. S. C., Van den Hende, E. A., Bocken, N. M. P., & Schoormans, J. P. L. (2020). Digitalised product-service systems: Effects on consumers’ attitudes and experiences. Resources, Conservation and Recycling, 162, 105045.

52) Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, 89–97.

53) Vrontis, D., Viassone, M., Serravalle, F., & Christofi, M. (2020). Managing technological innovation in the sports industry: a challenge for retail management. Competitiveness Review: An International Business Journal, 30(1), 78–100.

54) Vrontis, D., Christofi, M., & Katsikeas, C. S. (2020). An assessment of the literature on cause-related marketing: Implications for international competitiveness and marketing research. International Marketing Review, 37(5), 977–1012.

55) Wackerhage, H., & Schoenfeld, B. J. (2021). Personalized, evidence-informed training plans and exercise prescriptions for performance, fitness and health. Sports Medicine, 51(9), 1805–1813.

56) Windasari, N. A., Lin, F. R., & Kato-Lin, Y. C. (2021). Continued use of wearable fitness technology: A value co-creation perspective. International Journal of Information Management, 57, 102292.

57) Windasari, N. A., Lin, F., & Kato-Lin, Y.-C. (2021). Continued use of wearable fitness technology: A value co-creation perspective. International Journal of Information Management, 57, 102292.

58) Wofford, A. M. (2021). Modeling the pathways to self-confidence for graduate school in computing. Research in Higher Education, 62(3), 359–391.

59) Yi, S., Lee, Y. W., Connerton, T., & Park, C. Y. (2021). Should I stay or should I go? Visit frequency as fitness centre retention strategy. Managing Sport and Leisure, 26(4), 268–286.

60) Yi, S., Lee, Y. W., Connerton, T., & Park, C.-Y. (2021). Should I stay or should I go? Visit frequency as fitness centre retention strategy. Managing Sport and Leisure, 26(4), 268–286.

61) Yin, S., Cai, X., Wang, Z., Zhang, Y., Luo, S., & Ma, J. (2022). Impact of gamification elements on user satisfaction in health and fitness applications: A comprehensive approach based on the Kano model. Computers in Human Behavior, 128, 107106.

62) You, Y., & Joshi, A. M. (2020). The impact of user-generated content and traditional media on customer acquisition and retention. Journal of Advertising, 49(3), 213–233.

63) Zeithaml, V. A., Jaworski, B. J., Kohli, A. K., Tuli, K. R., Ulaga, W., & Zaltman, G. (2020). A theories-in-use approach to building marketing theory. Journal of Marketing, 84(1), 32–51.