Gestão do desporto: novos desafios, diferentes soluções

This study segments the clients of fitness centres in the Portuguese island of Madeira based on cluster analysis. A questionnaire with 121 observations is used to examine the motivation profiles. The findings reveal that there are three segments in the data: the first is denominated as the 'happy consumer' segment. The second segment consists of the 'unhappy consumers' and the third are composed of the unmarried, unattached consumers. The managerial implications of the results are derived.

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Gestão do desporto: novos desafios, diferentes soluções

Cited by 2 publications

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Factors and focuses in the strategic decisions of sporting organisations: empirical evidence in sports associations

Factors and focuses in the strategic decisions of sporting organisations: empirical evidence in sports associations

Segmenting fitness centre clients

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