Causes of customer dropouts in fitness and wellness centres: A qualitative analysis

Abstract

The aim of this study was to identify which factors have an influence on customer dropouts in fitness and wellness centres in Spain based on the opinion of the agents involved in their management (managers, employees and customers). For that purpose, an interview was designed for each of the key agents to analyse aspects related to the economic situation of the sports centres, their experience, satisfaction and dropout management strategies. A total of 111 interviews were conducted in 37 sports centres (37 managers, 37 employees and 37 customers). The results show the necessity of implementing management strategies oriented towards clients to prevent their dropout. Strategies to build customers’ loyalty focused on providing individual services and creating emotional links are essential to prevent high rates of customer dropouts, which will result in a competitive advantage.