<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The subject of the study was fitness services and interaction with consumers of its. It has been identified the main criteria for evaluating the fitness service by customers in process of decisions and selection of the fitness facilities for a visit Surveys of the youth segment of fitness consumers in Kharkiv were conducted and results were processed. The fitness clubs were studied in terms of communicative components of social media marketing to improve their interaction with customers. The research goal was the development computer model for multi-criteria evaluation of fitness centers and their work from clients point of view. As a modeling methodology, we proposed use fuzzy logic. As the instrument for implementation of the model specialized software FuzzyToolBox was chosen. Originally put forward the hypothesis about the possibility, reliability, simplicity and effectiveness of such an approach to modeling of the consumer evaluation of the fitness service, was confirmed as a result of the numerical calculations for fitness clubs in Kharkiv. The developed model can be applied to thetasks of multicriteria estimation of similar services provided to the population of different categories, such as: health-improving sports activities, outdoor activities, spa, water procedures, mass physical training, health-improving, rehabilitation gymnastics, amateur sports etc.</p></abstract>

The subject of the study was fitness services and interaction with consumers of its. It has been identified the main criteria for evaluating the fitness service by customers in process of decisions and selection of the fitness facilities for a visit Surveys of the youth segment of fitness consumers in Kharkiv were conducted and results were processed. The fitness clubs were studied in terms of communicative components of social media marketing to improve their interaction with customers. The research goal was the development computer model for multi-criteria evaluation of fitness centers and their work from clients point of view. As a modeling methodology, we proposed use fuzzy logic. As the instrument for implementation of the model specialized software FuzzyToolBox was chosen. Originally put forward the hypothesis about the possibility, reliability, simplicity and effectiveness of such an approach to modeling of the consumer evaluation of the fitness service, was confirmed as a result of the numerical calculations for fitness clubs in Kharkiv. The developed model can be applied to thetasks of multicriteria estimation of similar services provided to the population of different categories, such as: health-improving sports activities, outdoor activities, spa, water procedures, mass physical training, health-improving, rehabilitation gymnastics, amateur sports etc.

Consumer Behavior Modeling for Fitness Services Evaluation

Simon Kuznets Kharkiv National University of Economics

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Consumer Behavior Modeling for Fitness Services Evaluation"}

The subject of the study was fitness services and interaction with consumers of its. It has been identified the main criteria for evaluating the fitness...

Consumer Behavior Modeling for Fitness Services Evaluation

Publicado en línea: 11 oct 2020

Páginas: 69 - 84

DOI: https://doi.org/10.2478/sbe-2020-0026

Palabras clave
fitness services, consumer behaviour, fuzzy evaluation

© 2020 Dorokhova Liudmyla et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Consumer Behavior Modeling for Fitness Services Evaluation

Publicado en línea: 11 oct 2020

Páginas: 69 - 84

DOI: https://doi.org/10.2478/sbe-2020-0026

Palabras clavefitness services, consumer behaviour, fuzzy evaluation

© 2020 Dorokhova Liudmyla et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Palabras clave
fitness services, consumer behaviour, fuzzy evaluation