Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability

Ong, Ardvin Kester S. and Prasetyo, Yogi Tri and Picazo, Kerr Lorenzo and Salvador, Kim Aaron and Ardiansyahiraja, Bobby and Kurata, Yoshiki B. and Chuenyindee, Thanatorn and Nadlifatin, Reny and Anak Redi, Agung Ngurah Perwira and Young, Michael Nayat (2021) Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability. Sustainability, 13 (18). p. 10481. ISSN 2071-1050

PDF sustainability-13-10481.pdf - Published Version Available under License Creative Commons Attribution. Download (945kB)

Abstract

The COVID-19 pandemic has had a great impact on the fitness centers industry. The purpose of this study is to analyze the preference of gym-goers on fitness centers in the Philippines during the COVID-19 pandemic by utilizing a conjoint analysis approach. One thousand gym-goers voluntarily participated in this study and answered 22 queries created from the orthogonal design. The results indicated that Price was the highest attribute considered (21.59%), followed by Ventilation (17.56%), Service (16.59%), Trainer (14.63%), Payment Method (11.95%), Operating Hours (8.90%), and Login (8.70%). The results also indicated that comfort, security, and fitness center services were the main aspects that gym-goers would consider as their main preference. The study highlighted how gym-goers are sensitive to the price set by the fitness centers. Moreover, due to the COVID-19 pandemic, ventilation and size are considered highly important attributes among gym-goers. Comfort, safety, and security are the main consideration to have sustainable fitness centers during and even after the COVID-19 pandemic. The outcome of this study may benefit fitness centers and increase their business market by considering the preference of customers. Finally, the result of this study can be utilized by fitness centers to promote a generalized fitness center for gym-goers of different generations, statuses, and even socioeconomic status during and even after the COVID-19 pandemic.

Item Type:	Article
Uncontrolled Keywords:	conjoint analysis; fitness center; gym-goers; COVID-19; business sustainability; Philippines
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BOBBY ARDIANSYAHMIRAJA
Date Deposited:	22 Sep 2021 04:06
Last Modified:	22 Sep 2021 04:06
URI:	http://repository.ubaya.ac.id/id/eprint/40383

Actions (login required)

View Item