Factors influencing customer purchase intention of fitness center membership:a case study of MBA students at Assumption University city campus
Files (Excerpt)
Publisher
Issued Date
2017
Genre
Language
eng
File Type
application/pdf
No. of Pages/File Size
16 pages
Citation
International Research E-Journal on Business and Economics 3, 1 (May 2017), 41-56
Title
Factors influencing customer purchase intention of fitness center membership:a case study of MBA students at Assumption University city campus
Author(s)
Abstract
The increase of fitness center market attracts the investors as the health conscious trend
of Thais that boom in last couple years. Numerous new health care businesses are coming
to the industry. To keep the leader status in the industry and achieve business goal by
increasing profit, the existing companies need to know their customers very well and
serve their needs completely. This study aims to determine which factors and criteria
influence customer intention to purchase in fitness center membership in central Bangkok
area which has three brands , namely Fitness First, TRUE Fitness and Virgin Active. The
variables in this conceptual framework are purchase intention (dependent variable) and
number of branches, brand image, activity class, facility, staff service quality, price and
demographic factors (independent variable). This present study uses quantitative research
method and used data gathered from survey questionnaire from 152 respondents who
are MBA students at Assumption University City Campus. The multiple linear regression
is used for analyzing the statistical relationship between independent variables and
dependent variable. The results of the study shows that price is the most influencing
factor toward customer purchase intention in fitness center membership, followed by
facility and number of branches. The management team can use this results for improving
their products and services to be top of mind brand and compete in the intense
competition.
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