Study of the Factors Affecting Customers' Loyalty for Gym Service at K.I.M Center, Vietnam

Abstract

This research aims to identify and measure the influence of factors affecting customers’ loyalty for gym service at K.I.M Center by surveying 640 customers using the gym service at K.I.M Center. Cronbach's alpha, EFA, CFA and SEM analysis were used in the study. The results of the model tested with SEM supported 11 hypotheses out of a total of 12 hypotheses. The four factors are (i) Habits, (ii) Conversion cost, (iii) Relationship Marketing, and (iv) Satisfaction towards customers’ loyalty at the center. Two factors (i) Intangible quality, (ii) Tangible quality have an impact on customers’ satisfaction. In addition, other relationships in the model are also verified (1) the impact of relationship marketing on tangible and intangible quality, (2) the impact of tangible and intangible quality on the habit; (3) and the impact of tangible quality on customers’ conversion cost. In it, the factor of Satisfaction expressed through tangible and intangible quality has the strongest impact on customers’ loyalty. Keywords: Loyalty, Affecting factor, Gym service, K.I.M. Center.