Identifying the Effective Indicators on Service Pricing in Fitness and Aerobic Sports Clubs

The aim of this study was to analyze the effective indicators on service pricing in fitness and aerobic sports clubs in Mashhad.

The research method was correlational and chronological and its data were collected by a questionnaire. The questionnaire based on the research of Nazari and Dastar (2018) and Zilk (2009-2012) was used to determine the factors affecting pricing in the form of 31 questions. The obtained data were analyzed using statistical software in two parts: descriptive and inferential. For this SPSS 22, Excel 2010 and Amos software were used.

The results of exploratory factor analysis showed that eight factors, characteristics and structure of the club, social functions, personal characteristics of sales, service quality, sales policies, pricing and advertising strategies, customer management and competitors' affiliates were identified and approved. The identified factors, in total, explained 65.96% of the variance, and the average score of all pricing components indicates a favorable relative status. According to the share of variance for each of the extracted factors, the characteristics and structure of the club, social functions, personal characteristics of the customer and the service quality, respectively, had the highest priority.

Considering the findings, paying attention to pricing determinants, such as the characteristics and structure of the club can have a positive effect on customer attraction in fitness and aerobics clubs, and in addition to developing sales policies, lead to optimal management of customer needs.