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

This study explored the similarities and differences in the consumer segmentation of two Innovative Fitness (IF) locations, Langley, BC and West Vancouver, BC to determine which market-segment(s) IF Langley should target. In addition this study explored what values are meaningful to consumers when choosing a fitness facility and how these values should be communicated to consumers through the IF brand. The data was derived from a questionnaire, applying characteristics of the SERVQUAL instrument and Chelladurai and Chang's systems view of dimensions of quality in fitness clubs and from focus group discussions. 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. --Leaf ii.