USERS’ SATISFACTION WITH CHOOSING FITNESS SERVICE IN BANGKOK, THAILAND

Abstract

The purpose of this study was to investigate user satisfaction that could lead them in using fitness services in Bangkok, Thailand, provided by factors affecting their decisions to use those fitness services. Though every user has individual activity purposes, preferences, and life factors, it's critical to choose the appropriate fitness services that fit your expectations. There are more than 2.2 million people from the social media community were interested in exercise activities and 1.4 million people from that community focus on exercise in the fitness center. Since in 2021, there is 81% of people will start to plan for their health by exercising and 42% of that number are willing to spend more time on their health. Nowadays, Fitness services keep expanding their branches and operating to respond to this need from users in terms of moving and focusing more on health consciousness after the COVID-19 pandemic. With the steady growth of health consciousness from the user and fitness industry, it is beneficial to research the satisfaction level of the users of Fitness services in Bangkok, Thailand. The study's research objectives are to understand the factors that influence users to choose Fitness services in Bangkok, Thailand to suggest further improvement to the Fitness industry. Such analysis would benefit various stakeholders of the Fitness industry. The researcher purposively sampled 60 users of membership for Fitness services in Bangkok, Thailand. The research instrument was online questionnaires on the main factors that have a significant role in users’ satisfaction. The relationship hypothesis between factors and satisfaction was tested in this study, including service quality, product/equipment effectiveness, accessibility, cost-effectiveness, and social influence. To reach the aforementioned objectives, this study implements quantitative method research to see the satisfaction level of each factor to Fitness services in Bangkok, Thailand. According to the findings, it was found that the majority of the users of the Fitness services would be both males and females since the number of respondents is too close to each other and between 26 – 35 years of age. Importantly, it is evident that Fitness services are required to find ways to maintain their accessibility and product/equipment effectiveness for their users. As a result of the study, the researcher determined several ideas that led to defining the actionable recommendations for improving the satisfaction level of users of Fitness services in Bangkok, Thailand.