Factors affecting brand loyalty in fitness center preferences

In this research, it was aimed to examine the effects of the factors affecting the fitness center preferences of individuals on brand loyalty. In this direction, the study was carried out in the relational screening model. The sample of the study consisted of 386 participants selected by simple random sampling method among fitness center members. Primary data was collected from the participants through an online questionnaire that included demographic questions, scale of factors affecting fitness center preference, and brand loyalty scale. SPSS v26 program was used in the analysis of the obtained data. Within the scope of the study, first of all, the descriptive values of the research variables were examined. As a result of the analysis, it was determined that the participants gave high importance to all of the factors of physical conditions and adequacy, price, communication, coaching staff and employees, additional services, reliability and location in their fitness center preferences. On the other hand, it was determined that the brand loyalty of the participants was at a high level. As a result of the regression analysis carried out to examine the effects of the factors affecting the fitness center preference on brand loyalty, it was determined that physical conditions and adequacy, price, communication, coaching staff and employees, additional services, reliability and location factors all had positive and significant effects on brand loyalty. In other words, it was determined that the increase in these factors also led to an increase in brand loyalty. In addition, it was observed that the effects of physical conditions and adequacy and price factors on brand loyalty are strong, while the effects of other factors are relatively weak.