Enhancing gym services: a double diamond approach to service concept development

Abstract

The objective of the thesis was to improve existing gym services to better meet customers' needs and expectations as well as to derive practical benefits for development, decision-making, and points of action for board of directors of an association. Quantitative method in a form of a survey was used to investigate customer interest towards the gym services that are possible to provide in current premises as well as defining the customer satisfaction level, and to be able to point out clear development opportunities. For more comprehensive interpretation of the research topic, quantitative research method was enriched by qualitative approach in a form of analysing the open responses of the survey. The study showed that instead of implementing wide range of additional services, putting effort on basic service offering in a form of high-quality training environment, and focusing on a diverse and high-grade equipment base and maintenance sufficient for professional use would benefit the gym to satisfy current and attract new members. Secondarily the gym should consider offering additional services according to customer request. Customer satisfaction level was detected to be significantly higher than average in the industry and the gym was praised for its good atmosphere and inspiring ambiance. Practical benefits for development, decision-making, and points of action for board of directors were obtained by gaining a better understanding of the customer experience and satisfaction with the gym's current service offerings as well as an insight about the gym’s customer portfolio. To upkeep the high satisfaction level, clear development opportunities related to machine and equipment maintenance, services as well as facilities were obtained.