Acta Universitatis Carolinae Kinanthropologica (AUC Kinanthropologica) is an international peer reviewed journal for the publication of research outcomes in the humanities, the social sciences and the natural sciences, as applied to kinathropology. It is a multidisciplinary journal accepting only original unpublished articles in English in the various sub-disciplines and related fields of kinanthropology, such as Anthropology, Anthropomotorics, Sports Pedagogy, Sociology of Sport, Philosophy of Sport, History of Sport, Physiology of Sport And Exercise, Physical Education, Applied Physical Education, Physiotherapy, Human Biomechanics, Psychology of Sport, Sports Training and Coaching, Sport Management, etc. The journal also welcomes interdisciplinary articles. The journal also includes reports of relevant activities and reviews of relevant publications.

The journal is abstracted and indexed by CNKI, DOAJ, EBSCO, ERIH PLUS, SPOLIT, SPORTDiscus, and Ulrichsweb.

AUC KINANTHROPOLOGICA, Vol 51 No 2 (2015), 32–47

Segmentation in sport services: a typology of fitness customers

Josef Voráček, Eva Čáslavová, Jan Šíma

zveřejněno: 16. 02. 2016


This article considers customer typology in fitness centres. The main aim of our survey is to state the basic segments of fitness customers and create their typology. A survey was conducted on a sample of 1004 respondents from 48 fitness centres. We used questionnaires and latent class analysis for the assessment and interpretation of data. The results of our research are as follows: we identified 6 segments of typical customers, of which three are male (we called them student, shark, mature) and three are female (manager, hunter, and student). Each segment is influenced primarily by the age of customers, from which we can develop further characteristics, such as education, income, marital status, etc. Male segments use the main workout area above all, whilst female segments use a much wider range of services offered, for example group exercises, personal training, and cardio theatres.

Klíčová slova: fitness; segmentation; typology; customer; Latent Class Analysis; questionnaire survey

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cena tištěného čísla: 190 Kč
ISSN: 1212-1428
E-ISSN: 2336-6052

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