| dc.description.abstract | The fierce competition in the fitness industry in Vietnam has posed a threat to newcommers. CITIGYM - a new investment from a huge corporation with a vision to lead the market in the next few years have just arrived for 6 months, which require their understanding of customers’ insights to make them switch brand and be loyal.
This study is conducted to explore the factors affecting customers’ satisfaction towards CITIGYM, leading to their repurchase intention. Moreover, to measure the influence of important service attributes, brand association and perceived price on customer satisfaction and intention to repurchase membership at CITIGYM.
The result show that service attributes rank the top reason for customer to be please and extend the length of membership, followed by brand associations. However, perceived price fairness has very slight impact, proving that customers do not care much about price when they receive good benefits from the fitness centers. | en_US |
