Customer behavior in Fitness Club: Relationship between frequency of use, usage level, social embeddedness and retention
(A2019-8849)

AUTHORS

Salla Niskanen, University of Vaasa; Paula Mejia, The Technical University of Munich (TUM)

KEYWORDS

Customer retention; Customer user behavior; Behavioral analytics

ABSTRACT

This article concerns the empirical research environment, fitness and health industry whereas the main target is to create metrics around customer’s user behavior and its effect on customer’s contract duration. Combining marketing literature, contemporary data analytics and relatively large set of behavioral and transactional data, this research study aims to understand relationship between the customer’s contract duration, frequency of attendance, the usage level and social embeddedness. According to preliminary results, customer user behavior has a correlation with customer’s contract duration.