Customer loyalty has become a critical factor for the sustainability of fitness centers amid growing industry competition, yet limited research has examined recommendation patterns across user profiles in mid-cost facilities. This study aimed to analyze customer recommendation in a mid-cost fitness center in Spain using the Net Promoter Score (NPS) and to identify factors associated with loyalty by gender, age, membership duration, and service usage pattern. A cross-sectional observational study was conducted with 102 adult members (63.7% women) who completed a self-administered questionnaire distributed via QR code. The NPS served as the primary outcome measure, complemented by open-ended questions on perceived strengths and areas for improvement. The center achieved a high overall NPS of +66.7, with 70.6% of respondents classified as promoters and only 3.9% as detractors. Women reported significantly higher NPS scores than men (p = 0.037), whereas no significant differences emerged by age, membership duration, or service usage pattern. Qualitative analysis revealed that instructor quality, service organization, and facility management were the primary drivers of recommendation. These findings support the utility of the NPS as a practical tool for assessing customer loyalty in fitness centers and underscore the role of service quality in shaping recommendation behavior.
Aguirre et al. (Tue,) studied this question.
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