Situs of the Study

The research will take place at 4 Ever Gym, which operates as a fitness center

located on Sta. Cruz Street, Basud, Tabaco City, Albay, Philippines. The gym provides

its members and walk-in customers with access to fitness equipment, training assistance,

and workout spaces. Currently, 4 Ever Gym serves a total of 70 gym goers, consisting of

premium members, regular members, and walk-in customers. Premium members enjoy

full access to all gym facilities, equipment, and additional services such as personal

training and group classes. Regular members have standard access to gym equipment

and basic facilities. Walk-in customers avail of temporary access to the gym's facilities

and services.

The researchers chose this location to conduct a detailed study of customer

satisfaction which would examine how customers utilize the gym facilities and experience

services and how the gym manages its operation. Tabaco City, as a growing urban center

in the Bicol region, presents a unique setting where small fitness businesses compete

with limited resources, making an analysis of service quality factors particularly relevant

for sustaining customer choice and satisfaction in this context. The diverse membership

structure at 4 Ever Gym, comprising premium, regular, and walk-in customers, provides

an ideal setting to examine perceive and evaluate how different customer segments

service quality factors, ultimately influencing their satisfaction and choice of gym.

Statement of the Problem

Customer satisfaction is a critical determinant of success in the fitness industry,

where gyms must balance service delivery, facility quality, and member experiences to
foster loyalty and positive word-of-mouth. In recent years, customer choice has emerged

as a key area of focus, as fitness centers must understand what drives individuals to

select and continue patronizing their services. According to Karatepe and Avci (2022),

service quality encompasses multiple dimensions—including staff competence, physical

environment, program diversity, and personalized care—all of which directly influence

customer choice and satisfaction in gym settings. Similarly, Kim and Kim (2021) found

that factors such as empathy, responsiveness, and reliability are strong predictors of

customer decision-making and continued patronage in fitness centers. These studies

highlight the importance of examining service quality factors to understand how they

shape both customer choice and satisfaction.

In the context of small, locally owned gyms like 4 Ever Gym in Tabaco City,

understanding the factors that influence customer choice and satisfaction is essential for

operational sustainability and competitiveness. Despite the growing emphasis on

personalized fitness experiences, little is known about how specific service quality

elements—such as staff behavior, facility conditions, and environmental factors—affect

customer decision-making and satisfaction levels in rural or semi-urban settings like

Tabaco City, where access to resources may differ from urban chains. This gap highlights

the need to analyze service quality factors to help small gyms like 4 Ever Gym enhance

member retention, improve customer choice, and strengthen performance.

As a result, this research project will investigate the service quality factors

influencing customer choice and satisfaction at 4 Ever Gym, focusing on member

demographics, satisfaction levels, and key determinants. The study will specifically

address the following questions:

1. What is the demographic profile of the respondents in terms of:

1.1 Age

1.2 Sex

2. What is the membership profile of respondents in terms of:

2.1 Type of membership

2.2 Frequency of gym visit

3. What features of 4 Ever Gym primarily influence customers’ choice to enroll in the

gym?

4. What is the level of customer satisfaction in 4 Ever Gym in terms of: 4.1 Service quality

4.2 Staff behavior

4.3 Facility and equipment condition,

4.4 Cleanliness and safety

4.5 Gym environment

4.6 Perceived value

5. What challenges do customers encounter at 4 Ever Gym?

6. Which of these factors significantly influence customers’ satisfaction and choice of 4

Ever Gym?
7. What recommendations can be proposed to sustain and improve customer

satisfaction and choice based on the findings of the study?

The scope of this study is defined by the six satisfaction dimensions (service quality,

staff behavior, facility and equipment condition, cleanliness and safety, gym environment,

and perceived value), applied to 4 Ever Gym's operations and member experiences. The

geographical focus is on 4 Ever Gym, located on Sta. Cruz Street, Basud, Tabaco City,

Albay, with data collected from its 70 members consisting of premium, regular, and walk-

in customers . This research will propose practical recommendations for improving

customer satisfaction and choice as its output. The limitation of the findings means they

are applicable only to the context of 4 Ever Gym and cannot be generalized to larger

fitness chains or gyms in other areas. Additionally, the study focuses on service quality

factors and does not include a financial audit or technical assessment of gym facilities.

SURVEY QUESTIONNAIRE
Dear Respondent,
We are BSBA students from Polytechnic Institute of Tabaco, currently conducting a
research study Titled “Customer Choice & Satisfaction: An Analysis of Service
Quality Factors in 4 Ever Gym”
The purpose of this survey is to gather information about the service quality factors of 4
Ever Gym and how these influence customer choice and overall satisfaction. The results
of this study will help assess the relationship between service quality and customer
decisions, and provide recommendations for improving services and enhancing
customer satisfaction.
Your honest responses will be treated with strict confidentiality and will be used only
for academic purposes. By answering this questionnaire, you are giving your consent
to participate voluntarily in this study.
Thank you very much for your time and cooperation.

Sincerely,
BSBA Students
________________________________________________________________
Section 1: Demographic Profile
Please check the following information about yourself.
[Link]:
 Under 18
 18-24
 25-34
 35-44
 45-54
 55-64
 65 or older
2. Gender
 Male
 Female
 Prefer not to say
Section 1.1: Membership Profile
1.1. Type of membership at 4 ever gym
 Premium
 Regular
 Walk-in
1.2. How often do you visit the 4 ever gym?
 Daily
 3-5 times a week
 1-2 times per week
 1-3 times per month
 Less than once a month

Section 2: Customer Satisfaction

Instructions: Below are statements describing your experiences at 4 ever gym. Please read each
statement carefully and check (✔️) one column only that best represents your level of satisfaction.
Use the following scale:
Scale Description
5 Very Satisfied
4 Satisfied
3 Neutral
2 Dissatisfied
1 Very Dissatisfied
Please ensure that only one response is selected per item.
A. Service Quality 5 4 3 2 1
[Link] gym offers personalized
training programs that address my
specific fitness goals
2. The gym offers a variety of group
fitness classes (e.g., cardio, strength
training) that suit my preferences.

3. The gym offers programs and

services suitable for different levels
4. The gym offers specialized
programs for weight management
muscle building, and cardiovascular
training.
5. The gym provides proper exercise
demonstration and guidance during
workouts.
6. The gym’s workout programs are
tailored to my fitness level and
capabilities.

B. Staff Behavior 5 4 3 2 1

7. Gym staff are courteous and

respectful towards members.
8. Trainers are staff demonstrate
professionalism at all times.
9. Staff are approachable and willing to
assist when needed.

10. Staff show genuine concern for

members fitness progress and safety.

5 4 3 2 1
C. Facility and Equipment Condition
11. Gym equipment is modern and in good
working condition.
12. There is sufficient equipment available
during peak hours.

13. Locker rooms and other facilities are

functional and accessible.
14. The arrangement of equipment allows
safe and comfortable workouts.
 D. Cleanliness and Safety 5 4 3 2 1
15. The gym is clean and well
maintained.

16. Restrooms and locker rooms are

sanitary and hygiene.
17. Safety rules and guidelines are
clearly posted and followed.

18. I feel safe while exercising at the

gym.

E. Gym Environment and 5 4 3 2 1

Atmosphere
19. The gym environment is motivating
and encourages regular workouts.

20. Lighting, music, and ventilation

contribute positively to my workout
experience.
21. The gym has a welcoming and
friendly atmosphere.

22. The overall ambiance of the gym

enhances my satisfaction as a member.

F. Perceived Value 5 4 3 2 1

23. Membership fees are reasonable for

the services provided.
24. I received good value for the money
I paid for my membership
25. The benefits I receive are worth the
cause of membership
26. Compared to other gyms, 4 ever
gym offers good valued for money

Challenge Encountered
Limited equipment availability during peak hours.
Inadequate space or crowded gym.

Poor equipment maintenance or broken equipment.

Cleanliness and hygiene issues.

Unfriendly or unresponsive staff.

 Limited variety of fitness programs or classes.
Inconvenient operating hours.

High membership fee.

Lack of personalized service or training.

Poor ventilation and temperature control.

Difficult parking air accessibility issues.
Other (please specify):________________________________________

Recommendations
Please provide your suggestions to help 4 Ever Gym improve customer satisfaction and encourage more
people to choose and enroll at the gym.
1. What improvements or changes would you like to see at 4 Ever Gym?
_____________________________________________________________________________
_______________________________________________________________
2. What additional services or programs would you like the gym to offer?
_____________________________________________________________________________
_______________________________________________________________
3. What recommendations do you have to enhance customer satisfaction at 4 Ever Gym?
_____________________________________________________________________________
_______________________________________________________________
4. Any other comments or suggestions?
_____________________________________________________________________________
_______________________________________________________________

Thank you!
Thank you for taking the time to complete this questionnaire. Your responses will help improve the
services and experience at 4 Ever Gym.