ISSN: 2222-6990
Open access
Customer satisfaction is a major concern in every organization, including fitness. The fitness industry has grown steadily as consumers seek a healthier lifestyle and a more productive workout environment. The 7Ps marketing mix is considered a crucial determinant of consumer satisfaction. Understanding what influences customer satisfaction is critical to measuring and managing it in gyms and fitness clubs. This study focuses on the 7Ps marketing mix: product, price, place, promotion, people, physical evidence, and process. The conceptual framework includes theoretical framework and hypotheses development, research methodology, research implication, conclusion, as well as limitation and further research. Through the understanding of these factors, the researchers aim to show a better understanding of the 7Ps marketing mix concept and the factors that affect the customer satisfaction of gyms and fitness clubs in Malaysia.
Anjelika, F., & Sinaga, T. M. (2022). Influence of Marketing MIX 4P (Product, Price, Place, Promotion) On Purchase Decision at PT. Alfa Scorpii Setia Budi Branch Medan. Jurnal Mantik, 5(4), 2239–2246.
Asamoah, E. S. (2021). The Effect of the Marketing Mix on Customer Purchase Decision in the Mobile Telecommunication Industry in Sub-Sahara Africa. The Journal of Applied Business and Economics, 23(7), 21-34.
Bawa, P., Gupta, B. L., & Bhavna, S. (2013). Retail Service Quality’s Impact on Value Delivery & Customer Satisfaction in a Retail Store Environment. Journal of Marketing & Communication, 8(4), 37–43.
Booms, B., & Bitner, M. J. (1980). Marketing Strategies and Organizational Structures for Service Firms. In Donnelly, J. & George W. R. (Eds.). In Marketing of services (pp. 47–51). American Marketing Association.
Budiyono, M. T., Tho’in, M., Muliasari, D., & Putri, S. A. R. (2021). An Analysis of Customer Satisfaction Levels in Islamic Banks Based on Marketing Mix as a Measurement Tool. Annals of the Romanian Society for Cell Biology, 25(1), 2004–2012.
Chen, C.-M., & Liu, H.-M. (2019). The moderating effect of competitive status on the relationship between customer satisfaction and retention. Total Quality Management and Business Excellence, 30(7–8), 721–744.
Dei, D. G. J., & Anane-Donkor, L. (2021). Marketing Mix and Students ‘enrolment In Institutions of Higher Learning. Journal of Management and Business Education, 4(2), 150-164.
Do, Q. H., & Vu, T. H. A. (2020). Understanding consumer satisfaction with railway transportation service: An application of 7Ps marketing mix. Management Science Letters, 10(6), 1341–1350.
Foroughi, B., Iranmanesh, M., Gholipour, H., & Hyun, S. (2019). Examining relationships among process quality, outcome quality, delight, satisfaction and behavioural intentions in fitness centres in Malaysia. International Journal of Sports Marketing and Sponsorship, 20(1), 1–17.
Hasan, M., & Islam, M. F. (2020). The Effect of Marketing Mix (7Ps’) on Tourists’ Satisfaction: A Study on Cumilla. 48(02), 12.
Jain, R., & Jain, S. (2022). Analyzing and Exploring the Effectiveness of Each Element of 7Ps of Marketing Mix. International Journal of All Research Education and Scientific Methods (IJARESM), 10(1), 243–251.
Jeanpert, S., Jacquemier-Paquin, L., & Claye-Puaux, S. (2021). The role of human interaction in complaint handling. Journal of Retailing and Consumer Services, 62, 102670.
Kadhim, F. A., Abdullah, T. F., & Abdullah, M. F. (2016). Effects of marketing mix on customer satisfaction empirical study on tourism industry in Malaysia. International Journal of Applied Research, 2(2), 357–360.
Khan, D. M. T. (2014). The Concept of ‘Marketing Mix’ and its Elements. International Journal of Information, Business and Management, 6(2), 95–107.
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 21(1), 1–26.
Kumar, P., & Mokha, A. K. (2022). Electronic Customer Relationship Management (E-CRM) and Customer Loyalty: The Mediating Role of Customer Satisfaction in the Banking Industry. International Journal of E-Business Research (IJEBR), 18(1), 1–22.
Law, C. C. H., Zhang, Y., & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase Intention: Laotian air passengers’ perspective. Case Studies on Transport Policy, 1–10.
Malelak, S. L., Setiawan, B., & Maulidah, S. (2021). The Analysis of Marketing Mix on Consumer Loyalty: Empirical Study of Customer Satisfaction of Local Product. International Journal of Business, Technology and Organizational Behavior (IJBTOB), 1(3), 160–168.
McCarthy, E. J. (1960). Basic Marketing, A Managerial Approach. IL: Richard D. Irwin.
Muala, A. A., & Qurneh, M. A. (2012). Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism. American Academic & Scholarly Research Journal, 4(2), 7–23.
Novela, S., Hansopaheluwakan, S., & Kom, N. (2018). Analysis of Green Marketing Mix Effect on Customer Satisfaction using 7p Approach. Pertanika Journal of Social Science & Humanities, 26(T), 131–144.
Razak, I., Nirwanto, N., & Triatmanto, B. (2016). The Impact of Product Quality and Price on Customer Satisfaction with the Mediator of Customer Value. Journal of Marketing and Consumer Research, 30(0), 59.
Ry?ca, R., & Ziaeian, Y. (2021). Applying the goal programming in the management of the 7P marketing mix model at universities-case study. PLOS ONE, 16(11), 1–25.
Saidani, B., & Sudiarditha, I. K. R. (2019). Marketing Mix-7Ps: The Effect on Customer Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 7(1), 72–86.
Sawmong, S. (2020). A study of rice mill innovation for using in household that effects the marketing mix satisfaction of farmers in Thailand. Journal of Public Affairs, 17(3), 2459–2473.
Singh, M. (2012). Marketing Mix of 4P’S for Competitive Advantage. IOSR Journal of Business and Management, 3(6), 40–45.
Sobari, N., Kurniati, A., & Usman, H. (2022). The influence of Islamic attributes and religious commitments toward halal wellness services customer satisfaction and loyalty. Journal of Islamic Marketing, 13(1), 177–197.
Sopasoap, P., Srunjaicheu, K., Padungyat, P., Sangobjit, P., Thongbaiyai, S., Sachot, P., Boonthiam, P., & Thanuttamanon, B. (2020). Service Marketing Mix and Service Quality Influencing Customers’ Satisfaction in Using 7-Eleven Convenient Stores in Bangkok and Metropolitan Area. RMUTT Global Business Accounting and Finance Review, 4(2), 58–69.
Sudari, S. A., Tarofder, A. K., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters, 9, 1385–1396.
Teik, D. O. L. (2015). Enhancing the experience of needs satisfaction through service engagement: A case of commercial fitness centers in Malaysia. Journal of Global Scholars of Marketing Science, 25(2), 109–121.
Teik, D. O. L., & Yap, W. (2017). The Impact of Fitness Center Servicescape on Individual Behavior: The Mediating Role of Emotional Response. Journal of Global Sport Management, 2(2), 128–142.
Thabit, T. H., & Raewf, M. B. (2018). The Evaluation of Marketing Mix Elements: A Case Study. International Journal of Social Sciences & Educational Studies, 4(4), 100–109.
Wantara, P., & Tambrin, M. (2019). The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Batik. International Tourism and Hospitality Journal, 2(1), 1–9.
West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic Marketing: Creating Competitive Advantage. Oxford University Press, USA
Yap, W. X., & Ong, D. L. T. (2017). The Impact of Gym Club Servicescape on Individual Behaviour: The Mediating Role of Emotional Response. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 781–785.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Services Marketing Strategy. In Wiley International Encyclopedia of Marketing. John Wiley & Sons, Ltd.
In-Text Citation: (Patrick et al., 2022)
To Cite this Article: Patrick, Z., Hasbullah, N. N., Jubilee, R. V. W., Saw, A. T. W., & Patrick, N. (2022). Marketing Mix and Customer Satisfaction of Gyms and Fitness Clubs in Malaysia: A Conceptual Paper. International Journal of Academic Research in Business and Social Sciences, 12(11), 2587 – 2597.
Copyright: © 2022 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non0-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode