Marketing Strategies Affecting Customer Loyalty of Fitness Centers in the Municipality, Mueang District, Khon Kaen Province

Abstract

This study aimed to: 1) examine the personal factors of fitness center service users in the municipality of Mueang District, Khon Kaen Province; 2) study marketing factors influencing customer loyalty toward fitness centers in the same area; and 3) propose marketing strategies that enhance customer loyalty. The research employed a quantitative methodology. The sample consisted of 381 fitness center members. Data were collected using questionnaires and analyzed using descriptive statistics, one-way analysis of variance (ANOVA), and multiple regression analysis. The findings revealed that brand-building and marketing strategy factors significantly influenced customer loyalty, which was generally high. Loyalty differed also significantly by gender, education level, and income. Marketing strategies had a significant effect on loyalty at the 0.05 level. It is recommended that entrepreneurs design targeted marketing strategies suitable for each customer group to promote continued service use and strengthen loyalty.