The Fitness Services During the Covid-19 Pandemic in Relation to Membership Customer Behaviors: A Case in Vietnam

The situation of fitness services in the midst of the COVID-19 pandemic in general and in Vietnam in particular implied many complicated dilemmas, highlighted by forceful changes in human behaviors and operational difficulties. A mixed approach with multiple linear regression and thematic analysis was adopted from results of 102 quantitative respondents and 12 qualitative interviewees, helping unveil the insights of membership customer behaviors via their involvement into fitness services and corresponding recognition from service providers. Some extracted highlights are the significant positive relationships between physical preparation, perceived level of program effectiveness, price, and level of customer involvement into new operational fitness services, the surprising non-relationship between customers’ health awareness and their involvement. Those findings are the foundations for fitness businesses in Vietnam to recover and develop in a new-normal post-Covid era.