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A Model for the Development of Customer Choices for 24-Hour Fitness Centers in Thailand |
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| รหัสดีโอไอ | |
| Creator | Chongyan Zhang |
| Title | A Model for the Development of Customer Choices for 24-Hour Fitness Centers in Thailand |
| Publisher | DR.KEN Institute of Academic Development and Promotion. |
| Publication Year | 2566 |
| Journal Title | International Journal of Sociologies and Anthropologies Science Reviews |
| Journal Vol. | 3 |
| Journal No. | 1 |
| Page no. | 51-66 |
| Keyword | Model, Marketing Mix, Fitness Centers, Customer Choices, Thailand |
| URL Website | https://so07.tci-thaijo.org/index.php/IJSASR/about |
| Website title | https://so07.tci-thaijo.org/index.php/IJSASR/article/view/2349 |
| ISSN | 2774-0366 |
| Abstract | Fitness companies in Thailand were a sustainable economic agency in the market development, it also has potential competitive ability in the projected market volume in the nation (Statista Market Forecast, 2023); furthermore, fitness is a kind of popular consumer behavior in Thailand, thus, fitness companies need a suitable model to assist them in advancing customer choices in the nation. Since then, the research aimed to establish a suitable model for advancing customer choice for 24-hour fitness centers in Thailand through sequential mixed-method research. In the quantitative analysis, the researcher selected three popular fitness brands in Thailand and distributed online questionnaires to customers who experienced these brands, a total of 400 valid collected questionnaires as the data in the research. Then, the researcher found: 1) fitness corporations need to enhance customer choices in Thailand, including demographic matters: females, ages greater than 40, salaries greater than 40000 baht monthly; 2) the product and the place were a significant relationship with brands choices for 24-hour fitness centers in Thailand; 3) five categories of preferred sports services on customer perspectives: weight services, speed services, indoor cycling services, personal coaching services, and freestyle exercises services; Then, by mixed method analysis, 4) combination to all findings to propose a suitable model of the development of customer choices for 24-hour fitness centers in Thailand, the model was validated by five experts and statistical testing. In the research process, the researcher followed ethical coding: anonymous, trust, and transparency. Finally, the research may provide empirical paradigms to stakeholders for advancing customer choice for all-hour fitness centers in Thailand. |
