Abstract:

Gyms often have customer abandonment problems that significantly affect their profitability. Thus, the study of this factor represents great importance. The main objective of this article is to reduce the abandonment problem that exists in gyms. To do this, a customer loyalty model was proposed wherein quality management tools, such as quality function deployment (QFD), SERVQUAL, and Lean service, were applied in different scenarios. To address this sector’s problem, the internal data of the gym to be taken as a case study, the ABC gymnasium in the Santa Anita district, was used. Subsequently, this study’s validation showed extremely favorable results. To test the months of September and October, the process was initiated in August of this year. The main result was a 20% reduction in the abandonment rate to average ranges that are accepted by the International Health Racquet and Sports club Association (IHRSA), which determines that the attrition rate must be below 15%. Lastly, it was concluded that the aspects with the greatest impact on abandonment are linked to value perception by personalization, technology, and service quality.