Evaluation of fitness center service quality by importance-performance analysis

In today's conditions, importance-performance analysis is a useful method for enterprises in evaluating the service elements that can contribute to their continuity of the enterprises and customer satisfaction. This research is based on the evaluation of the quality of service provided by a fitness center within the scope of physical properties, program, personnel and support services. The aim of the research is to evaluate the quality of service expected by the customers who receive service from this fitness center with importance-performance analysis. In this study, the data obtained from the customers of a fitness center operating in İzmir was carried out in accordance with the general scanning model. In practice, "Service Quality Scale for Fitness Centers" developed by Yıldız (2011) and the importance-performance analysis, which is based on the comparison of importance and performance perceptions were used considering the comprehensibility of the study. In the statistical analysis of the data, the Cronbach's alpha coefficient was calculated for reliability, and a "paired-sample t test" was performed to find the differences between the groups. While there is no statistically significant difference between the performance and significance values of the physical properties and personnel dimensions, there is a statistically significant difference between the performance and the significance value in the program and the support services dimension. Overall, it can be said that the quality of service in all dimensions is considered by the enterprise. As a consequence, the service studies to be carried out to increase and protect the number of participants with the help of the importance-performance analysis of the fitness centers will increase the service quality and customer satisfaction of the business.