n African Journal for Physical Health Education, Recreation and Dance - Customer perceptions of salient image elements in commercial health and fitness centre choice s management and marketing - : sports management and marketing

Volume 18 Number sup-1
  • ISSN : 1117-4315


Image conceptualization and its construct formulation have gained a large amount of prominence in marketing and retail literature in the last 30 years. There is a lack of research within the realms of sport marketing literature on the issue of image components that attract customers to health and fitness centres. The primary purpose of the study is to examine the variables that comprise health and fitness centre image. The secondary purpose of the study was to investigate whether there are any gender differences regarding the level of importance of salient image attributes. A non-probability convenience sampling method was adopted for the sample selection. A total of 117 respondents in the Vaal Triangle region participated in the survey. The use of exploratory factor analysis resulted in the extraction of five image attributes, namely: ambience and amenities, staff responsiveness, centre appeal, value for money and membership. There were no significant differences between male and female respondents in terms of the level of importance they attach to the various image elements in health and fitness centres. The results also indicate that ambience and amenities is the most important consideration in terms of health and fitness centre patronage. Managers in the health and fitness industry could benefit by adopting a more systematized view of their organizations by re-visiting their centre image based on the identified salient image attributes.

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