Asian Research Consortium
Asian Journal of Research in Business Economics and Management
Vol. 4, No. 7, July 2014, pp. 99-109.
Asian Journal
of Research in
Business Economics
and
Management
ISSN 2249-7307
www.aijsh.org
Customer Relationship Management –
An Effective Appliance of Money –
Making Fitness Centres in India
Mrs. V. Jyothirmai*; Prof. V. Krishna Mohan**
*Assistant Professor,
Department of Management Studies,
Vignan’s Institute of Information Technology,
Visakhapatnam, A.P, India.
**Professor,
Dr. B.R. Ambedkar University,
Etcherla, Srikakulam, A.P, India.
Abstract
Over the past numerous years, there has been a gradual shift in consumer attitudes towards diet,
health and lifestyle. Increasing awareness on the benefits of a healthy lifestyle combined with an
obesity crisis is putting an additional strain on the healthcare system which is driving demand for
personal care, nutritional supplements, fitness products & services. At this juncture several National
and International Fitness Centres and health clubs have been mushroomed up to capture the
unlimited customer base, and a ferocious competition is existing among the marketers of Fitness
services. Customers are the central focus of any organization, therefore the mission of an
organization is to create and enhance the customer relationships in-order to retain them, which has
become a major challenge in the present context. To accomplish a competitive edge, organizations
have to differentiate themselves in the minds of customers. The key purpose of the study is
therefore to identify various strategies of customer relationship and retention that are being adopted
at marketable health and fitness centers in Visakhapatnam, India. Data collection is done by
administering a questionnaire to a sample of commercial fitness centers Owners and managers. The
findings specified that most of the health and fitness centers implement strategies such as proper
mechanism for complaints handling, analyzing competitor strategies, focus on service monitoring,
incentive strategies and membership renewal strategies in-order to retain customers. Amongst the
different strategies implemented emphasis on service quality and providing modern equipment and
technology yielded better results. In order to retain customers, it is important for marketers to have
Jyothirmai & Mohan (2014). Asian Journal of Research in Business Economics and Management,
Vol. 4, No. 7, pp. 99-109.
an in-depth knowledge of customer wants & requirements and the capability they have to add
endless customer value.
Keywords: Customer Relationship, Customer-retention, Health& fitness, Marketing strategies.
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