Factors Affecting Customer Satisfaction in Fitness Clubs in Kathmandu Valley

Abstract

This study examines the factor affecting customer satisfaction in fitness clubs in Kathmandu Valley. Customer satisfaction is the dependent variable. The selected independent variables are empathy, assurance, location, reliability and membership cost. The primary source of data is used to assess the opinion of respondents regarding empathy, assurance, location, reliability, membership cost and customer satisfaction. The study is based on primary data of 124 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation and multiple regression models are estimated to test the significance and importance of factor affecting customer satisfaction in fitness clubs in Kathmandu Valley. The study showed a positive impact of empathy on customer satisfaction. It indicates that empathy delivered by fitness club leads to increase in customer satisfaction. Similarly, the study showed a positive impact of assurance on customer satisfaction. It indicates that assured customers in the expertise, management, equipment attract customers and satisfy them. Likewise, the study showed a positive impact of location on customer satisfaction. It indicates that customers who are satisfied and well facilitated with the location of the fitness club increases the customer satisfaction. Further, the study showed a positive impact of reliability on customer satisfaction. It indicates that reliable fitness club satisfies customers. In addition, the study showed a positive impact of membership cost on customer choice. It indicates that affordable membership cost leads to increase in customer satisfaction.