Öz
Bu çalışmanın amacı, fitness işletmelerinin başarısını etkileyen faktörlerin tesis yöneticileri açısından değerlendirilmesidir. Nitel araştırma yönteminin kullanıldığı çalışmada veriler görüşme tekniği ile toplanmıştır. Çalışma grubunun belirlenmesinde amaçlı örnekleme yöntemlerinden ölçüt örnekleme tercih edilmiştir. Çalışmanın örneklem grubunu fitness sektöründe en az beş yıl deneyimi olan ve yönetici pozisyonunda bulunan kişiler oluşturmuştur. Bu özelliklere sahip 26 gönüllü yönetici ile yüz yüze görüşmeler yapılmış̧ ve araştırmacı tarafından hazırlanan yarı yapılandırılmış̧ görüşme formu kullanılmıştır. Elde edilen veriler içerik analiziyle çözümlenmiştir. Katılımcılardan gelen cevaplara bakıldığında, fitness işletmelerinin başarısını etkileyen faktörler önem sırasıyla ‘tesis’, ‘program’, ‘müşteri hizmetleri’ ve ‘pazarlama’ olarak dört kategoride toplanmıştır. ‘Tesis’ kategorisinde ‘maliyet’, ‘fiyat’, ‘konum’, ‘temizlik’, ‘bağlılık’, ‘ekipman’, ve ‘büyüklük’; ‘program’ kategorisinde ‘hizmet yelpazesi’ ve ‘grup egzersizleri’; ‘müşteri hizmetleri’ kategorisinde ‘nitelikli çalışan’ ve ‘iletişim’; program kalitesinde ise ‘tavsiyeler’, ‘sosyal ağlar’ ve ‘özel indirimler’ kodları ön plana çıkmaktadır. Sonuç olarak, egzersiz alışkanlıklarını teşvik etme ve daha fazla insanı fiziksel aktiviteye dahil etme konusunda rakiplerinin önüne geçmek ve başarılı olmak isteyen fitness işletmelerinin yerine getirmesi gereken çıkarımlar mevcuttur.
Anahtar Kelimeler
Fitness sektörü Fitness işletmesi Fitness tesisi Fitness yönetimi Spor merkezi
Kaynakça
- Addolorato, S., Fernández, J.G., Guerrero, L.G. ve Unanue, J.G. (2024). The fitness “working class” and its relationship with fitness equipment: a systematic review. Retos: Nuevas Tendencias en Educación Física, Deporte y Recreación, (51), 1318-1332. DOI:10.47197/retos.v51.101111
- Altınışık, Ü. ve Çelik, A. (2021). Investigation of service quality perceived by fitness center consumers. Pakistan Journal of Medical & Health Sciences, 15, 3225-3229. DOI:10.53350/pjmhs2115103225
- Anderson, E.T. ve Simester, D.I. (2004). Long-run effects of promotion depth on new versus established customers: three field studies. Marketing Science, 23(1), 4-20. DOI:10.1287/mksc.1030.0040
- American College of Sports Medicine. (2012). ACSM’s Health/Fitness Facility Standards and Guidelines (4th Edition). the USA: Human Kinetics, 30- 40.
- Ayala, S. M. (1993). "Analysis of the requirements for opening a physical fitness center". Honors Capstones. 167.
- Baena-Arroyo, M.J., García-Fernández, J., Gálvez-Ruiz, P. ve Grimaldi-Puyana, M. (2020). Analyzing consumer loyalty through service experience and service convenience: differences between instructor fitness classes and virtual fitness classes. Sustainability, 12, 828. https://doi.org/10.3390/su12030828
- Bodet, G. (2006). Investigating customer satisfaction in a health club context by an application of the Tetraclasse Model. European Sport Management Quarterly, 6(2), 149-165. https://doi.org/10.1080/16184740600954148
- Bütün, M. ve Demir, S.B. (2014). Nitel Araştırma ve Değerlendirme Yöntemleri (3.Baskı). Ankara: Pegem Akademi.
- Campos, F., Simões, V. ve Franco, S. (2016). Characterization and comparison of the quality indicators of the group exercise fitness instructor, considering the intervenient, gender and age. International Journal of Sport Exercise and Training Sciences-IJSETS, 2(2), 50-59. DOI:10.18826/ijsets.63014
- Chang, K. ve Chelladurai, P. (2003). System-based quality dimensions in fitness services: development of the scale of quality. The Service Industries Journal, 23(5), 65-83. DOI:10.1080/02642060308565624
- Chen, I. ve Popovich, K. (2003). “Popovich understanding customer relationship management”, Business Process Management Journal, 9(5), 672-88. https://doi.org/10.1108/14637150310496758
- Chelladurai, P. (1992). A classification of sport and physical activity services: implications for sport management. Journal of Sport Management, 6, 38-51.
- Cheung, R. ve Woo, M. (2016). Determinants of perceived service quality: An empirical investigation of fitness and recreational facilities. Contemporary Management Research, 12(3), 363-370. https://doi.org/10.7903/cmr.12369
- Clavel, I., García-Unanue, J., Iglesias-Soler, E., Felipe, J.L. ve Gallardo, L. (2018). Prediction of abandonment in Spanish fitness centres. Europen Journal of Sport Science, 19, 217–224. https://doi.org/10.1123/jsm.6.1.38
- Çimen, Z. (2002). Spor hizmetlerinde toplam kalite boyutları. İstanbul Üniversitesi Spor Bilimleri Dergisi, 2(1), 37-48.
- Dejnaka, A. (2015). Social media as a communication area in fitness services. The Central European Review of Economics and Management, 15(6), 825-834. https://doi.org/10.29015/cerem.246
- Demir, Ö. (2014). Sivil toplum kuruluşları, sosyal girişimcilik, kurumsal sosyal sorumluluk ve sosyal işletme. Akademik Sosyal Araştırmalar Dergisi, 2(6), 347-356.
- Efi, T. ve Anastasia, T. (2013). Does satisfaction affect a member's psychological commitment to a fitness center?. Journal of Physical Education and Sport, 13(4), 522. DOI:10.7752/jpes.2013.04082
- Eraslan, A. (2022). Sağlık ve fitness tesislerinde işe alım. Sivas Cumhuriyet Üniversitesi Spor Bilimleri Dergisi, 3(1), 1-9.
- Eraslan, A. (2022). COVID-19 Pandemisinde fitness sektörü: Riskin en aza indirilmesi. Gazi Beden Eğitimi ve Spor Bilimleri Dergisi, 27(3), 189-202. https://doi.org/10.53434/gbesbd.1089622
- Eraslan, A. (2023). Bireysel egzersiz stüdyolarında risk yönetimi. Journal of ROL Sport Sciences, 1, 438-454. https://doi.org/10.5281/zenodo.8424250
- Eraslan, A. ve Çimen, Z. (Ed.). (2022). Sağlık ve fitness tesislerinde risk yönetimi. Ankara: Gazi Kitabevi
- Eraslan, A. ve Çimen, Z. (2016). The service quality of recreational sports centerson university campuses: perceptions of students. International Journal of Recent Scientific Research, 7(7), 12641-12648.
- Europe Active. European health fitness market report 2020; Europe Active: Brussels, Belgium, 2020.
- Europe Active. European health fitness market report 2023; Europe Active: Brussels, Belgium, 2023.
- Freitas, A. L. P. ve Lacerda, T.S. (2019). Fitness centers: what are the most important attributes in this sector?. International Journal for Quality Research, 13(1), 177.
- García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B. ve Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21, 250–262. https://doi.org/10.1016/j.smr.2017.07.003
- Gonçalves, C., Biscaia, R., Correia, A. ve Diniz, A. (2014). An examination of intentions of recommending fitness centers by user members. Motriz. Revista de Educacao Fisica, 20(4), 384-391. https://doi.org/10.1590/S1980-65742014000400004
- Howat, G. ve Assaker, G. (2016). Outcome quality in participant sport and recreation service quality models: Empirical results from public aquatic centres in Australia. Sport Management Review, 19(5), 520-535. https://doi.org/10.1016/j.smr.2016.04.002
- International Health, Racquet and Sportsclub Association. The 2019 IHRSA Global Report; IHRSA: Boston, MA, USA, 2019.
- İnan, H. E. ve Özel, Ç. H. (2019). Fitness işletmelerine yönelik e-şikâyetlerin içerik analizi ile incelenmesi. Spor ve Performans Araştırmaları Dergisi, 10(3), 282-300. https://doi.org/10.17155/omuspd.522071
- Kim, J. (2019). The impact of different price promotions on customer retention. Journal of Retailing and Consumer Services, 46, 95-102. https://doi.org/10.1016/j.jretconser.2017.10.007
- Lagrosen, S. ve Lagrosen, Y. (2003). “Quality configurations – a contingency approach to quality management”, International Journal of Quality and Reliability Management, 20(7), 759-73. DOI:10.1108/09604520710720665
- Lam, E. T. C., Zhang, J. J. ve Jensen, B. E. (2005), “Service Quality Assessment Scale (SQAS): an ınstrument of evaluating service quality of health-fitness clubs”, Measurement in Physical Education and Exercise Science, 9(2), 79-111. https://doi.org/10.1207/s15327841mpee0902_2
- Lee, Y. H. ve Hwang, S. (2022). Emotional labor, rapport, and word of mouth in fitness organizations. Sustainability, 14(16), 9968. https://doi.org/10.3390/su14169968
- Lehtinen, U. ve Lehtinen, J. R. (1991). Two approaches to service quality dimensions. The Service Industries Journal, 11(3), 287-303. https://doi.org/10.1080/02642069100000047
- León-Quismondo, J., García-Unanue, J. ve Burillo, P. (2020). Best practices for fitness center business sustainability: A qualitative vision. Sustainability, 12(12), 5067. https://doi.org/10.3390/su12125067
- Macintosh, G. (2009). The role of rapport in professional services: Antecedents and outcomes. Journal of Services Marketing, 23, 70–78. https://doi.org/10.1108/08876040910946332
- Maclntosh, E. ve Law, B. (2015). Should I stay or should I go? Exploring the decision to join, maintain, or cancel a fitness membership. Managing Leisure, 2(3), 191-210. https://doi.org/10.1080/23750472.2015.1025093
- MacIntosh, E. ve Doherty, A. (2007). Reframing the service environment in the fitness industry. Managing Leisure, 12(4), 273-289. https://doi.org/10.1080/13606710701546835
- Maxwell, J. (2013). Qualitative research design: An interactive approach. Thousand Oaks, CA: Sage.
- Merriam, S. B. (2015). Nitel Araştırma: Desen ve Uygulama İçin Bir Rehber (Çev. S. Turan). Ankara: Nobel Yayınevi.
- Morales, V. S. ve Gálvez, P. R. (2011). La percepción del usuario en la evaluación de la calidad de los servicios municipales deportivos. Cuadernos de Psicología Del Deporte, 11(2), 147-154.
- Risk Management Guide for Community Sports Organizations. (2010). 2010 Legacies Now, Canada.
- Tsitskari, E., Tsiotras, D. ve Tsiotras, G. (2006), “Measuring Service Quality in Sport Services”, Total Quality Management, 17(5), 623-631. https://doi.org/10.1080/14783360600588190
- Yıldırım, A. ve Şimşek, H. (2016). Sosyal bilimlerde nitel araştırma yöntemleri (11. Baskı). Ankara: Seçkin Yayıncılık.
- Yıldız, Y., Onağ, A. O. ve Onağ, Z. (2013). Spor ve rekreasyon hizmetlerinde algılanan hizmet kalitesinin incelenmesi: fitness merkezi örneği. Uluslararası Hakemli Beşerî ve Akademik Bilimler Dergisi, 2(3), 114-130.
- Yıldız, S. M. (2011). An importance-performance analysis of fitness center service quality: Empirical results from fitness centers in Turkey. African Journal of Business Management, 5(16), 7031-7041. DOI: 10.5897/AJBM11.674
Öz
The aim is to evaluate the factors affecting the success of fitness businesses from the perspective of facility managers. In the study that the qualitative research method was used, data were collected by interview technique. Criterion sampling, one of the purposeful sampling methods, was preferred in determining the study group. The sample group of the study consisted of people who have had at least five years of experience in the fitness industry and are in managerial positions. Face-to-face interviews were held with 26 volunteer managers with these characteristics, and a semi-structured interview form, prepared by the researcher, was used. The data obtained was analyzed by content analysis. According to the answers of participants, the factors affecting the success of fitness businesses are grouped into four categories, in order of importance: “facility”, “program”, “customer services” and “marketing. In the facility category, cost, price, location, cleanliness, commitment, equipment, and size; in the program category, service range and group exercises; in the customer services category, qualified employee, and communication; in the program category, recommendations, social networks, and special discounts codes come into prominence. As a result, there are implications for fitness businesses that want to stay ahead of their competitors and succeed in encouraging exercise habits and getting more people involved in physical activity.
Anahtar Kelimeler
Fitness sector Fitness businesses Fitness facility Fitness management Sport Center
Kaynakça
- Addolorato, S., Fernández, J.G., Guerrero, L.G. ve Unanue, J.G. (2024). The fitness “working class” and its relationship with fitness equipment: a systematic review. Retos: Nuevas Tendencias en Educación Física, Deporte y Recreación, (51), 1318-1332. DOI:10.47197/retos.v51.101111
- Altınışık, Ü. ve Çelik, A. (2021). Investigation of service quality perceived by fitness center consumers. Pakistan Journal of Medical & Health Sciences, 15, 3225-3229. DOI:10.53350/pjmhs2115103225
- Anderson, E.T. ve Simester, D.I. (2004). Long-run effects of promotion depth on new versus established customers: three field studies. Marketing Science, 23(1), 4-20. DOI:10.1287/mksc.1030.0040
- American College of Sports Medicine. (2012). ACSM’s Health/Fitness Facility Standards and Guidelines (4th Edition). the USA: Human Kinetics, 30- 40.
- Ayala, S. M. (1993). "Analysis of the requirements for opening a physical fitness center". Honors Capstones. 167.
- Baena-Arroyo, M.J., García-Fernández, J., Gálvez-Ruiz, P. ve Grimaldi-Puyana, M. (2020). Analyzing consumer loyalty through service experience and service convenience: differences between instructor fitness classes and virtual fitness classes. Sustainability, 12, 828. https://doi.org/10.3390/su12030828
- Bodet, G. (2006). Investigating customer satisfaction in a health club context by an application of the Tetraclasse Model. European Sport Management Quarterly, 6(2), 149-165. https://doi.org/10.1080/16184740600954148
- Bütün, M. ve Demir, S.B. (2014). Nitel Araştırma ve Değerlendirme Yöntemleri (3.Baskı). Ankara: Pegem Akademi.
- Campos, F., Simões, V. ve Franco, S. (2016). Characterization and comparison of the quality indicators of the group exercise fitness instructor, considering the intervenient, gender and age. International Journal of Sport Exercise and Training Sciences-IJSETS, 2(2), 50-59. DOI:10.18826/ijsets.63014
- Chang, K. ve Chelladurai, P. (2003). System-based quality dimensions in fitness services: development of the scale of quality. The Service Industries Journal, 23(5), 65-83. DOI:10.1080/02642060308565624
- Chen, I. ve Popovich, K. (2003). “Popovich understanding customer relationship management”, Business Process Management Journal, 9(5), 672-88. https://doi.org/10.1108/14637150310496758
- Chelladurai, P. (1992). A classification of sport and physical activity services: implications for sport management. Journal of Sport Management, 6, 38-51.
- Cheung, R. ve Woo, M. (2016). Determinants of perceived service quality: An empirical investigation of fitness and recreational facilities. Contemporary Management Research, 12(3), 363-370. https://doi.org/10.7903/cmr.12369
- Clavel, I., García-Unanue, J., Iglesias-Soler, E., Felipe, J.L. ve Gallardo, L. (2018). Prediction of abandonment in Spanish fitness centres. Europen Journal of Sport Science, 19, 217–224. https://doi.org/10.1123/jsm.6.1.38
- Çimen, Z. (2002). Spor hizmetlerinde toplam kalite boyutları. İstanbul Üniversitesi Spor Bilimleri Dergisi, 2(1), 37-48.
- Dejnaka, A. (2015). Social media as a communication area in fitness services. The Central European Review of Economics and Management, 15(6), 825-834. https://doi.org/10.29015/cerem.246
- Demir, Ö. (2014). Sivil toplum kuruluşları, sosyal girişimcilik, kurumsal sosyal sorumluluk ve sosyal işletme. Akademik Sosyal Araştırmalar Dergisi, 2(6), 347-356.
- Efi, T. ve Anastasia, T. (2013). Does satisfaction affect a member's psychological commitment to a fitness center?. Journal of Physical Education and Sport, 13(4), 522. DOI:10.7752/jpes.2013.04082
- Eraslan, A. (2022). Sağlık ve fitness tesislerinde işe alım. Sivas Cumhuriyet Üniversitesi Spor Bilimleri Dergisi, 3(1), 1-9.
- Eraslan, A. (2022). COVID-19 Pandemisinde fitness sektörü: Riskin en aza indirilmesi. Gazi Beden Eğitimi ve Spor Bilimleri Dergisi, 27(3), 189-202. https://doi.org/10.53434/gbesbd.1089622
- Eraslan, A. (2023). Bireysel egzersiz stüdyolarında risk yönetimi. Journal of ROL Sport Sciences, 1, 438-454. https://doi.org/10.5281/zenodo.8424250
- Eraslan, A. ve Çimen, Z. (Ed.). (2022). Sağlık ve fitness tesislerinde risk yönetimi. Ankara: Gazi Kitabevi
- Eraslan, A. ve Çimen, Z. (2016). The service quality of recreational sports centerson university campuses: perceptions of students. International Journal of Recent Scientific Research, 7(7), 12641-12648.
- Europe Active. European health fitness market report 2020; Europe Active: Brussels, Belgium, 2020.
- Europe Active. European health fitness market report 2023; Europe Active: Brussels, Belgium, 2023.
- Freitas, A. L. P. ve Lacerda, T.S. (2019). Fitness centers: what are the most important attributes in this sector?. International Journal for Quality Research, 13(1), 177.
- García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B. ve Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21, 250–262. https://doi.org/10.1016/j.smr.2017.07.003
- Gonçalves, C., Biscaia, R., Correia, A. ve Diniz, A. (2014). An examination of intentions of recommending fitness centers by user members. Motriz. Revista de Educacao Fisica, 20(4), 384-391. https://doi.org/10.1590/S1980-65742014000400004
- Howat, G. ve Assaker, G. (2016). Outcome quality in participant sport and recreation service quality models: Empirical results from public aquatic centres in Australia. Sport Management Review, 19(5), 520-535. https://doi.org/10.1016/j.smr.2016.04.002
- International Health, Racquet and Sportsclub Association. The 2019 IHRSA Global Report; IHRSA: Boston, MA, USA, 2019.
- İnan, H. E. ve Özel, Ç. H. (2019). Fitness işletmelerine yönelik e-şikâyetlerin içerik analizi ile incelenmesi. Spor ve Performans Araştırmaları Dergisi, 10(3), 282-300. https://doi.org/10.17155/omuspd.522071
- Kim, J. (2019). The impact of different price promotions on customer retention. Journal of Retailing and Consumer Services, 46, 95-102. https://doi.org/10.1016/j.jretconser.2017.10.007
- Lagrosen, S. ve Lagrosen, Y. (2003). “Quality configurations – a contingency approach to quality management”, International Journal of Quality and Reliability Management, 20(7), 759-73. DOI:10.1108/09604520710720665
- Lam, E. T. C., Zhang, J. J. ve Jensen, B. E. (2005), “Service Quality Assessment Scale (SQAS): an ınstrument of evaluating service quality of health-fitness clubs”, Measurement in Physical Education and Exercise Science, 9(2), 79-111. https://doi.org/10.1207/s15327841mpee0902_2
- Lee, Y. H. ve Hwang, S. (2022). Emotional labor, rapport, and word of mouth in fitness organizations. Sustainability, 14(16), 9968. https://doi.org/10.3390/su14169968
- Lehtinen, U. ve Lehtinen, J. R. (1991). Two approaches to service quality dimensions. The Service Industries Journal, 11(3), 287-303. https://doi.org/10.1080/02642069100000047
- León-Quismondo, J., García-Unanue, J. ve Burillo, P. (2020). Best practices for fitness center business sustainability: A qualitative vision. Sustainability, 12(12), 5067. https://doi.org/10.3390/su12125067
- Macintosh, G. (2009). The role of rapport in professional services: Antecedents and outcomes. Journal of Services Marketing, 23, 70–78. https://doi.org/10.1108/08876040910946332
- Maclntosh, E. ve Law, B. (2015). Should I stay or should I go? Exploring the decision to join, maintain, or cancel a fitness membership. Managing Leisure, 2(3), 191-210. https://doi.org/10.1080/23750472.2015.1025093
- MacIntosh, E. ve Doherty, A. (2007). Reframing the service environment in the fitness industry. Managing Leisure, 12(4), 273-289. https://doi.org/10.1080/13606710701546835
- Maxwell, J. (2013). Qualitative research design: An interactive approach. Thousand Oaks, CA: Sage.
- Merriam, S. B. (2015). Nitel Araştırma: Desen ve Uygulama İçin Bir Rehber (Çev. S. Turan). Ankara: Nobel Yayınevi.
- Morales, V. S. ve Gálvez, P. R. (2011). La percepción del usuario en la evaluación de la calidad de los servicios municipales deportivos. Cuadernos de Psicología Del Deporte, 11(2), 147-154.
- Risk Management Guide for Community Sports Organizations. (2010). 2010 Legacies Now, Canada.
- Tsitskari, E., Tsiotras, D. ve Tsiotras, G. (2006), “Measuring Service Quality in Sport Services”, Total Quality Management, 17(5), 623-631. https://doi.org/10.1080/14783360600588190
- Yıldırım, A. ve Şimşek, H. (2016). Sosyal bilimlerde nitel araştırma yöntemleri (11. Baskı). Ankara: Seçkin Yayıncılık.
- Yıldız, Y., Onağ, A. O. ve Onağ, Z. (2013). Spor ve rekreasyon hizmetlerinde algılanan hizmet kalitesinin incelenmesi: fitness merkezi örneği. Uluslararası Hakemli Beşerî ve Akademik Bilimler Dergisi, 2(3), 114-130.
- Yıldız, S. M. (2011). An importance-performance analysis of fitness center service quality: Empirical results from fitness centers in Turkey. African Journal of Business Management, 5(16), 7031-7041. DOI: 10.5897/AJBM11.674
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Spor Faaliyetleri Yönetimi |
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 29 Nisan 2024 |
| Gönderilme Tarihi | 9 Şubat 2024 |
| Kabul Tarihi | 11 Nisan 2024 |
| Yayımlandığı Sayı | Yıl 2024 Cilt: 29 Sayı: 2 |
Gazi Beden Eğitimi ve Spor Bilimleri Dergisi yılda dört kez yayımlanan bilimsel ve hakemli bir dergidir.
Gazi Journal of Physical Education and Sports Sciences is a scientific and peer-reviewed journal published quarterly.