An importance-performance analysis of service quality in the crossfit context

Kleber, Victoria Emma Karla Menezes de

http://hdl.handle.net/10400.26/49984

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Authors

Kleber, Victoria Emma Karla Menezes de

Advisor(s)

Santos, Thiago

Abstract(s)

This research analyses the importance and the performance of service quality items, applied to CrossFit boxes in the region of Lisbon. CrossFit is one of the most disputable fitness programs of the last centuries. Despite for its reputation for intensity and injuries, the CrossFit industry has seen a rapid growth in number of affiliates and memberships. CrossFit businesses are facing nowadays intense competition because of the CrossFit industry’s growth, forcing them to constantly innovate and adjust and changing market conditions. While several CrossFit gyms, also called as CrossFit box, have been concentrating on growing their clientele, several managers have certainly forgotten how important service quality is to keep their existing customers. For this research, a total of 184 valid responses were collected from 12 CrossFit boxes located in the region of Lisbon. After analysing all the responses, it can be said that the service quality in the CrossFit boxes in the region of Lisbon is considerably good, but there are several items that should be improved to avoid losing customer retention and achieve service excellence. The items of the survey ‘level of cleanliness and hygiene of the facility’ and the ‘maintenance and condition of the training areas’ are the items with the worse performance rating in study and where the managers in CrossFit boxes in Lisbon should immediately focus on. Any industry that relies on services must provide high quality services to succeed. Sustaining a competitive advantage in the fitness industry depends on client retention. For CrossFit boxes to expand and become more profitable, it is crucial to have a solid understanding of how to manage and provide high quality services. Despite the significance of service quality, there has not been much scientific research on the application of service quality in the fitness industry, especially not in CrossFit. Therefore, this research aims to explore the importance and performance of service quality in CrossFit boxes, using the Importance-Performance Analysis developed by Martilla and James (1977). By understanding the priorities and needs of the CrossFit clients this research aims to identify areas of improvement and provide suggestions to enhance the service quality in CrossFit boxes in the region of Lisbon.