Factors Influencing Customer Co-Creation and Happiness in Fitness Center Businesses

Current understanding of the effect of co-creation in the context of a fitness center is limited. This study aims to examine the factors influencing customer happiness in the fitness center businesses, with customer co-creation as the mediating variable, comparing the differences between businesses and providing insights into customer co-creation and happiness within the fitness center context. The study adopts a quantitative research design, collecting data from fitness centers located in Siam Paragon, CentralWorld, and Samyan Mitrtown, Thailand. A total of 598 respondents participated in the survey, while the collected data were analyzed using GSCA Pro software version 1.1. The research findings confirm that the sharing of experiences significantly influences customer co-creation, which in turn affects customer happiness and overall customer experience. Managers and marketers should establish close relationships with customers, allowing them to actively participate in creating their own experiences within the fitness centers. This direct involvement of customers is a critical factor directly impacting customer happiness.