Blod, svett & tårar
En studie av vad som skapar varumärkestillknytning till träningscenter
We have examined how the dependence, identity and social bonds affect customer loyalty and attachment to a training centre. The method used is a survey on SATS Karlstad city where 128 respondents were asked, out of which 118 surveys were used in the final analysis. The data was analyzed using ANCOVA and multiple regressions.The result showed significant relationships on attachment between identity and dependence. Social bonds had no significant effect on the attachment a member have towards training centre. Customer loyalty was measured by how long the individual has been a member and his or her training frequency. Social bonds had a significant relationship to the duration of membership, which suggests that friends and family have an effect on how long the membership is going to remain. Identity had a significant relationship to training frequency, suggesting that the more individuals associate themselves with the training center the more often they workout.