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Green’s Gym

Question 1

Customer satisfaction is usually affected by a number of factors, either negatively or positively. In the case of Green’s Gym, a number of factors have contributed to a satisfied customer base, these include:

Customer Service: The gym clearly cares about retaining its customer’s and its competitive edge. The management has therefore gone the extra mile to retain customer’s by providing a flexible schedule, child care and discounts, all very wise measures aimed at keeping their customers satisfied.

Cost: The gym has created packages that suit everyone’s needs. Management has even gone out of its way to attract a group usually not targeted by gymnasiums: the elderly. The gymnasium is also flexible on its memberships, an approach that not only saves its college customers money when they are not around, but is also convenient as it allows the students to tailor their fitness programs.

Efficient and hassle free operations: The level of organization and scheduling at the gymnasium is quite high. This therefore means that the gym is able to cater for all its customer’s, more so considering the early opening hours and late closing hours for some of their facilities. The gym is also quite well equipped, which allows the clients to pursue their own programs without any inconveniences.

Question 2

The best way to measure the first factor would be through a focus group survey, with the scale being used being a nominal scale whereby the participants are asked to measure on a scale of 1-10, their level of satisfaction.

For the second factor, an observational study using a data scale would be the best approach, this would allow the researcher to collect information on Green’s Gym costs and compare them with other gymnasiums, with an aim of establishing exactly how much fairer their prices are. In this case the prices would be compared with those of the national fitness center chain.

Efficiency is to some extent both quantitative and qualitative. The best approach would therefore be to use a survey on the members of the gym. This survey would be carried out using questionnaires, with the aim being to solicit both quantitative and qualitative data. Finding out how many people have experienced problems while working out at the gym would help find out how efficient it has been. On the other hand it may be difficult for them to fully quantify their experiences, thus the need for qualitative data. There would therefore be as need to use both the nominal and ordinal scales.

Question 3

The most pertinent data when it comes to Green’s assessing their level of customer satisfaction would be the number of membership renewals they get. By establishing whether or not their customers are coming back to the gymnasium, the management would be able to establish exactly how satisfied their customers are, more so after the introduction of another gymnasium. There would also be a need to establish a demographic profile of its customers, as this would allow the gymnasium to establish the groups that are most satisfied and those that are not as satisfied. These groupings can be done in the form of age, sex as well as race among other details. Once the profile is established, it would be possible to identify any areas that might need improvement as well as areas that have to be maintained at the an already acceptable level.