Identifying the factors affecting the preference, leaving and retention of women in sports clubs

The purpose of this study is to identify the factors affecting the preference, withdrawal and retention of women in sports clubs. The research method was qualitative which was implemented by content analysis. The participants of the study included 19 female customers of sport clubs in Semnan province that selected by purposeful sampling. Research data were collected through semi-structured interviews. A total of 81 codes were obtained from the analysis of the interviews. Preference factor codes appeared in the form of five sub-themes: reasonable cost and payment method, reputation, appropriate location, activity plan, and attractive internal environment; Codes related to staying and leaving the club appeared in the form of six sub-themes (coach and executive staff, club atmosphere, training activities, emotional dependence, change risks and responding to needs) that represent the two ends of a spectrum. They say that one side leads to staying in the club and the other side leads to leaving the club. Managers of sports venues in the current competitive environment must go beyond being one-dimensional and pay attention to their customers from three perspectives (preference, withdrawal and retention) in order to achieve an acceptable competitive advantage.