UNIVERSIDADE FEDERAL DO MATO GROSSO DO SUL CURSO DE ADMINISTRAÇÃO – CPAQ

Abstract

Consumer behavior has become a highly relevant topic in the fitness industry, especially due to the growth of the fitness market and the increasing consumer demand regarding the quality of services provided. In this context, the present study aimed to analyze the factors that influence consumer behavior and customer loyalty in gyms located in the city of Aquidauana/MS. The research was characterized as quantitative, descriptive, bibliographic, and field-based, using a structured questionnaire applied to gym members as the data collection instrument. The collected data were organized and analyzed through graphs and tables, allowing the interpretation of the results based on the theoretical framework concerning consumer behavior, service quality, and customer loyalty. The results showed that factors such as equipment quality, staff service, instructors’ technical competence, environment organization, and safety during exercises directly influence customer satisfaction and retention in gyms. A high level of overall satisfaction, intention to continue attending the gym, and willingness to recommend the gym to friends and family was also observed, demonstrating positive customer behavior regarding the services provided. It was concluded that customer loyalty is related not only to the gym’s physical structure, but also to the quality of customer service, customer relationships, and the perception of value offered by the services.