The gendered dynamics of relationship marketing: an initial discussion of the health and fitness industry

Harris, John; Marandi, Ebi

doi:10.1080/13606710210163391

Cited by 6 publications

(5 citation statements)

References 2 publications

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“…Johannson (1996) has looked at gendered constructions within the gym and noted how Impact of perceived service provider empathy on customer loyalty traditional gender ideologies are both challenged and reinforced. Further research is needed to develop our understanding of the gendered spaces within the health and fitness industry and particularly the domain of the gym (Harris and Marandi, 2002). The next section of this paper looks at the significance of anxieties and attempts to ascertain the perceived importance of staff empathy in relation to this.…”

Section: Resultsmentioning

confidence: 97%

“…They generally preferred someone who was competent in responding to their need adequately than relating to them emotionally. Harris and Marandi (2002) highlighted how gendered identities in the health and fitness sector needed to be explored to better understand the differences in relationship marketing strategies. The findings of the research presented here highlight how this aspect is clearly related to trust in the staff/service provider.…”

Section: Resultsmentioning

confidence: 99%

“…This may be more accentuated in the current social climate which places value on fitness, slim figures and 'looking good'. Harris and Marandi (2002) suggested that 'mediated images of the "body beautiful" and increased societal expectations have placed a greater currency on the body than, arguably any other time in our history ' (p.194). As Frew and McGillivray (2005, p.…”

Section: Rationale: Empathy and Leisure Managementmentioning

confidence: 97%

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The impact of perceived service provider empathy on customer loyalty: some observations from the health and fitness sector

Marandi

Harris

2010

Managing Leisure

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The leisure product is often dependent on the person delivering the service. The research presented here sought to better understand how important the empathy component is in that personal delivery of a service. Health and fitness clubs, faced by high rates of customer attrition, traditionally promote themselves on the basis of either price or facilities, but are these two tools the only ones that the marketing of the clubs should be limited to? For this study, the impact of service provider empathy, as perceived by health and fitness club members, was examined in an attempt to better understand the impact of the concept on customer loyalty. The findings indicate that for those with a low level of selfresponsibility for getting the most out of the service experience, those without previous experience of gyms and those with heightened self-consciousness, empathy is an important factor impacting upon their anxiety levels as well as on their loyalty to a club.

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Section: Resultsmentioning

confidence: 97%

Section: Resultsmentioning

confidence: 99%

Section: Rationale: Empathy and Leisure Managementmentioning

confidence: 97%

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The impact of perceived service provider empathy on customer loyalty: some observations from the health and fitness sector

Marandi

Harris

2010

Managing Leisure

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“…Day and Hubbard (2003),Evans (2003),Farquhar (2003),Fitchett and McDonagh (2000),Gebert et al (2003),Gurau et al (2003),Harness and Harness (2004),Harris and Marandi (2002),Harwood and Garry (2006),Helm et al (2006),Hibbard et al (2001),Hunt et al (2006),Jain (2005), Javagi et al (2005,Kamakura et al (2005),Kates (2002),Kotorov (2003),Lavender (2004),Leverin and Liljander (2006),Li et al (2002),Long et al (1999),McCarthy and Fram (2000),Meyer and Kolbe (2005), Mitussis et al (2006), Ngai (2005), Novicevic et al (2006), O'Malley and Mitussis (2002), Palmer et al (2005), Patterson and Smith (2001), Piercy (1998), Plakoyiannaki and Saren (2006), Pries and Stone (2004), Rao and Perry (2002), Rashid (2003), Robinson et al (2005), Rowe and Barnes (1998), Rowley (2004), Sheth (2002), So and Speece (2000), Sin et al (2005), Srirojanant and Thirkell (1998), Szmigin et al (2005), Verhoef and Langerak (2002), Xu et al (2002),Zeng (2003),Zineldin (1999), Zineldin (2000, andZineldin (2005) Industry applications (implementation of RM)Abratt and Russel (1999),Ahmad and Buttle (2002a, b),Boedeker (1997),Bull (2003),Chaston and Baker (1998),Chang and Tseng (2005),Claycomb and Martin (2001),Colgate and Stewart (1998),Coviello and Brodie (2001),Cooper et al (2005),Gilbert and Choi (2003)<...>…”

mentioning

confidence: 99%

Relationship marketing research (1994‐2006)

Das

2009

Marketing Intelligence &Amp; Planning

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Purpose -The purpose of this paper is to review the academic literature on relationship marketing (RM), conduct a content analysis of the same for the purpose of classification and provides a comprehensive bibliography. Design/methodology/approach -A range of online databases were searched to review the literature on RM. Only, 209 papers had RM as the primary research topic. The full text of each paper was taken as the unit of analysis. The classification of all the units into mutually exclusive categories was done by two independent researchers. Findings -The content analysis led to classification of literature into five mutually exclusive categories viz. objectives, defining constructs, instruments, industrial applications and issues. The contribution of research papers has been on the rise across the time frame and there has been a sharp rise in RM research publication in the recent years. The study revealed many other useful findings.Research limitations/implications -The findings can be generalized only to the population of selected online databases for the given time period but not to the larger universe of RM literature. The study identifies various untapped areas for further research in terms of industry, country of study, research methods, type of study, etc. Practical implications -The paper provides a roster of field projects accompanied by a comprehensive bibliography that will be useful to both academics and practitioners for studying existing research as well as for contemplating future research. Originality/value -This is the only paper that provides a literature review and bibliography of RM literature for the period 1994-2006.

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“…As a result the whole concept of going to the gym has changed over the past few decades from that of a muscle gymnasium to one that now caters to a variety of users (Harris & Marandi, 2002).…”

Section: Canadian Fitness Industrymentioning

confidence: 99%

Identifying the target market and how they define value: Innovative Fitness Langley

Steele¹

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This study explored the similarities and differences in the consumer segmentation Demographic results showed that although both locations were relatively similar in many ways there were significant differences in income and post-secondary education levels.Customer value and quality data revealed two significant and consistent factors in choosing a fitness facility, the quality of the training and staff knowledge. However, customer satisfaction levels reported by IF Langley customers of training quality and staff knowledge were lower than expected. This lack of congruency was speculated to be due to price sensitivity among other service gaps. When choosing a fitness facility brand was not identified as a prominent value factor although positive correlations with the IF brand did emerge as customers "experienced" IF Langley.

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The gendered dynamics of relationship marketing: an initial discussion of the health and fitness industry

Cited by 6 publications

References 2 publications

The impact of perceived service provider empathy on customer loyalty: some observations from the health and fitness sector

The impact of perceived service provider empathy on customer loyalty: some observations from the health and fitness sector

Relationship marketing research (1994‐2006)

Identifying the target market and how they define value: Innovative Fitness Langley

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