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Service quality, promotion and customer satisfaction - A case of fitness centre among Gen Y in Malaysia

Chong, Sook Pei and Kua, Hui Sin and Lee, Eng Hui and Low, Jing Rou and Ong, Chen Ean (2020) Service quality, promotion and customer satisfaction - A case of fitness centre among Gen Y in Malaysia. Final Year Project, UTAR.

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    Abstract

    Fitness is important for people who care about their health and personal image. Fitness centres need to upgrade their services and exercise equipment constantly so that the centre can attract new consumers and in the meantime maintain current consumers. This project is examining the behaviour of a niche and profitable market: Generation Y (Gen-Y) because this group of consumers cares about their health, personal image, and self-beauty. Such assets are important to build their self-esteem, especially for public appearance. To attract and maintain the Gen-Y consumers, it’s essential for the fitness service providers to know whether the consumers are satisfied with the centre’s service quality and have reacted favourably towards the centre’s promotion. The results show that all the service quality and promotion variables are supported and thereby, on top of planning strategies that can improve the centre’s service quality, it is essential to promote incentives that are favourable to the Gen-Y.

    Item Type: Final Year Project / Dissertation / Thesis (Final Year Project)
    Subjects: H Social Sciences > HF Commerce
    Divisions: Faculty of Business and Finance > Bachelor of Marketing (Hons)
    Depositing User: ML Main Library
    Date Deposited: 04 Mar 2021 13:56
    Last Modified: 04 Mar 2021 13:56
    URI: http://eprints.utar.edu.my/id/eprint/3963

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