The Relationship Between Service Marketing Mix and Customer Satisfaction in Commercial Fitness Centers in Bangkok Metropolis.

Abstract

The main purpose of this research was to prove the relationship between factors (Ps) in service marketing mix and customer satisfaction for fitness centers in Bangkok Metropolis. The problem simply lay in the fact that lack of work had been done with respect to customer satisfaction in the fitness centers (in Bangkok). Thus, the research had the aim to reduce the gap in literature by focusing on fitness centers in Bangkok; businesses which can be elevated and improved based on improving the customer satisfaction levels through the factors (7 Ps) of service marketing mix. The research used quantitative method of research and survey questionnaire tool to collect data from 50 fitness clubs (sample size of 500 respondents) in Bangkok. The research, after data collection and analysis, concluded that all 7 Ps of service marketing mix have a positive relationship with customer satisfaction; only four of the seven Ps of service marketing mix are proven to bring variations (positive) in the customer satisfaction levels. Thus, from the conclusions it was recommended that the five variables (People, Process, Physical Evidence, Product and Price), that cause positive variations in customer satisfaction, should be incorporated in strategic decisions as improving these variables would highly likely increase and improve the customer satisfaction levels. Recommended area of further study includes incorporating other independent variables like service quality and customer preferences.