터치포인트 중심의 피트니스센터 고객여정지도 분석

Abstract

Purpose: The purpose of this study is to analyze Importance-Performance Analysis (IPA) through customer journey maps based on touch points of fitness center customers. The significance of this study is that it provides data that can be applied to the field in terms of business strategy and service design in gyms. Method: Samples were extracted using the judgement sampling method. Total 466 data were collected in this study except data which did not respond or responded inadequately from April 26 to May 30, 2022. Data processing was done using SPSS 20.0 for window, frequency analysis, and descriptive statistics method. Final validation was carried out using IPA matrix to obtain the results of each quadrant. Results: First, Ⅰquadrant included in short waiting time for equipment such as treadmills and cycles, accurate results provided through body information, use of a single space, aerobic exercise without boredom, various free weight equipment, shower booths that can be used by individuals, and convenient operation and safe use of equipments. Second, Ⅱ quadrant included in easy movement, lighting, the location of various mirrors, the space is wide and not crowded, the overall atmosphere such as the appropriate temperature, humidity, smell, etc., the lack of additional exercise programs, the service linked to the body composition meter (InBody), fast and convenient entry, various types and cleanliness of exercise equipment, a large space and props for stretching, convenience of using lockers in the locker room, easy-touse functions without complicated functions, and sufficient provision and cleanliness of toilet facilities. Third, Ⅲ quadrant included in appropriate water pressure and water temperature, detailed explanations of the latest exercise equipment and operations, and sale of exercise-related supplements and beverages. Fourth, Ⅳ quadrant included in the spacious and convenient environment of the locker room, sufficient shower facilities and cleanliness, and friendly greetings from the staff upon entry. Conclusion: Through this study, it is possible to simultaneously analyze the importance and satisfaction of each touchpoint of fitness center customers. In future research, it will be possible to use the customer journey map not only in the fitness center but also in various fields for business strategy.