Importance-performance analysis (Ipa) and kano model applied to fitness centers in the community of madrid

Abstract

The growing interest in physical activity in last years has turned fitness centers into a key part in healthy lifestyle promotion. The competitiveness among companies in the fitness industry requires an in-depth study of their management. A hybrid approach of Importance-Performance Analysis and Kano Model is proposed to deepen the customer perception. A questionnaire was designed and distributed to 419 fitness centers members of the Community of Madrid (243 men and 176 women) with a mean age of 32.33 years (SD = 11.50). The results showed the priority elements for managers, as well as statistically significative differences (p<0.05) according to business model, genre, seniority, academic training and closeness to member homes. Cleanliness and hygiene, level of maintenance, kindness in customer service, closeness to member homes and days and hours of operation were identified as priority.