User Profile and Key Factors in Keeping Customers Loyal to an Exercise Counselling Service

Abstract

The aim of this study was to analyse the profile of users of a Sports Counselling Service, the factors which may generate customer loyalty or influence dropout, and the proposals for the service improvement. One hundred and two users completed open-ended questionnaires and participated in semi-structured interviews via telephone. Most users were males (73.8%), aged 29-39 (45.1%), runners (39.2%); had a low-medium socioeconomic level (40.2%); and lived in the city centre (61.8%). Users stayed loyal to the counselling service because of their satisfaction with the service provider (manager) and the exercise programme designs. The main reasons for dropping out were users’ lack of time to do sport, users’ belief that no further training counselling was required, and physical problems or injuries. Users recommended extending the service opening hours and giving nutritional guidelines. This paper presents some improvement proposals and suggestions which may be useful to counselling services and professionals alike.