| Author | Bui Huyen Anh |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Start –ups in the fitness business in Vietnam are enjoying great advantages of the
rapid economic development and increasing awareness of people on health maintenance.
However, the situation is not the same in Body & Soul fitness center after two years of
development. Although with sufficient investment capital and strategic choice of location,
B&S could not gain any profit nor attract new customer from its second year on. This
research is to identify potential customer’s requests for a good fitness center and measure
current customer’s satisfaction of the center in order to determine the key criteria that can
attract more customers and increase customer retention. The research proposed
recommendations to implement some of the most important criteria.
To achieve objectives of the study, both quantitative and qualitative approaches were used.
At first, more than 400 survey questionnaires were distributed to potential customers
around the center in order to find out what attract them to the gym and then compare with
what Body & Soul offer of services. Another 200 questionnaires were distributed to the
center’s current customers to rate their satisfaction level of the center services as well as to
identify what changes the center should make to improve its quality. The result showed
that beside factors the center already has that fully satisfied the customer’s expectations,
the center need to improve factors namely exercises, personal trainer and environment as
well as do marketing activities in order to become competitive, increase current customer’s
satisfaction and attract more customers. To get more specific result and recommendation
from the customers, in-depth interviews were carried out among the most active customers.
Doing business is very challenging and it is even more so for start-ups. Building
competitive strategy is the answer to further develop and is crucial for young companies
like B&S. Several solutions and recommendations are proposed in the last chapter of the
research for the company to develop this strategy. |
| Year | 2016 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Swierczek, Fredric William; |
| Examination Committee(s) | Sununta Siengthai;Do Ba Khang;Tritos Laosirihongthong; |