GYMS’ service quality evaluation in Kaunas city

Abstract

The aim of the research is to evaluate gyms’ service quality in Kaunas city. Research methods: comparative literature analysis and synthesis, questionnaire research, descriptive statistical analysis, inferential statistical analysis and logical analysis. The SERVQUAL methodology was applied for respondents’ evaluations towards gyms’ service quality in Kaunas city. The results of the research revealed that service quality of gyms in Kaunas city is low. Customer expectations are high with respect to reliability, responsiveness, assurance and empathy, while customer expectations with aspects of tangibility are quite low in comparison with the other dimensions. Despite this, the quality of services regarding personnel competences, capacities, desire with providing services, and willingness to help do not match the expectations of customers. In contradistinction, service quality regarding the aspects of tangibility satisfies customer needs. The results of the research indicated that most important aspects of gym’s service quality for customers are disregarded by the owners and managers of the gyms. Considering gyms’ purposes, it is comprehensible that the personnel’s competencies, knowledge and the ability to use it efficiently make more influence on the desired customers’ results than the brand or the modernity of the equipment and other material tools used in the gym. Hence, the suggestion could be made that the owners and the managers of the gyms’ in Kaunas city should pay more attention and investments on the choice, education, behavior and training of their personnel in order to provide higher quality services.