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EMAC 2019 Annual Conference

Customer behavior in Fitness Club: Relationship between frequency of use, usage level, social embeddedness and retention

Published: May 28, 2019


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


Customer retention; Customer user behavior; Behavioral analytics


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.