Abstract
The purpose of this paper was to provide empirical data for effective management of the fitness center by investigating the difference in perception of the marketing mix factors according to user characteristic of the fitness center. Data were collected from a sample of 350 members in H fitness center, and R fitness center in Seoul. Due to the social distancing policy, data were collected through convenience sampling method and online survey. For data processing, frequency analysis, exploratory factor analysis, reliability analysis, t-test, and one-way ANOVA were performed on a total of 323 valid samples using the SPSS Win Ver.28.0 program. According to results of the study were as follow. There were significant difference of the marketing mix factors according to the user characteristics of the fitness center. Furthermore, there was a difference in perception of the price factor in all user characteristic factors with statically significant difference. In conclusion, the result of significant differences in price factor in all groups might be interpreted as a result reflecting social phenomena such as economic crisis. Therefore, for effective management, it is necessary for sports marketers to establish a detailed segmentation strategy to increase the loyalty of customer groups with low perception.
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