USERS ATTRITION IN A SPANISH SPORT CENTER: SEGMENTATION
DOI:
https://doi.org/10.22456/1982-8918.41135Keywords:
Dropout, Fitness Centers, Motivation Management.Abstract
Dropping out any organized sport activity is a socioeconomic problem. Knowing the reasons users quit sport centers and homogenizing these reasons into segments offers a large practical application. These were the goals of the study. The sample included 642 customers who dropped out certain sport center. The tool used was an attrition rate scale in sport centers. Descriptive and clusters analyzes were carried out. Results pointed out economical reasons as the main factor of attrition. Cluster analysis confirmed those conclusions in every segment, showing differences by sex and educational level.
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