Service Marketing For Physical And Public Health

Background

Discuss about the Service Marketing for Physical and Public Health.

Nowadays, health and fitness are the most important part of the life. Most of the people have been engaging them to stay healthy in life by availing the gym service in the society. The recent report has highlighted the fact that the percentage of the gym goers have been increasing in Australia over the past few years. Consequently, this particular scenario has influenced most of the investors to invest in the particular service industry. Most of the Australian people have discussed that their prime intention for joining a gym is to fight against obesity. According to the WHO report, 20% of the Australian adults have been suffering from the major obesity issue (Jetts.com 2016). Hence, the popularity of the Gym has been increased in recent times.

In this context, different negative services of a gym called Jetts will be discussed in a detailed manner. Over the last few weeks, some people have observed that the particular gym has been facing difficulties in providing enhanced services to the clients. With the involvement of the particular discussion, the gym service providers in the Australia would get facilitation in reducing different service related issues. In this context, the background of the company will be provided along with its service delivery process. The service communication system of the company will be provided in this particular assignment, which outlines the process of advertising the particular services to the large demographic areas as well as international platform.

Jetts is a renowned gym centre in Australia. It has been executing its business in five countries including Australia, Netherlands, New Zealand, Thailand and United Kingdom. The particular gym has a belief that the gym service should be available for 24*7 so that the people could get adequate time for maintaining their individual physique. Clients could use 250 gyms, 24/7 across the world (Jetts.com 2016). The prime facility of this particular gym is that the people are not bound to go under the any long-term contract. Consequently, it provides the people adequate opportunity to leave the gym at any point of time if the service is not likable.

In the recent time, it has been seen that the new gym goers are not getting adequate training session from the trainer of the gym. In Australia, there are many professional bodybuilders exercise into the gym (Wright, Burrows and Rich 2012). Consequently, the trainers are busy to provide extra focus on them instead of giving additional care to the new arrivals to the gym. On the other hand, some people have argued that they are not getting their personal locker. Moreover, the new gym members hardly get opportunities for running on the treadmill. Consequently, it decreases the service value of the gym. Sometimes, the new arrivals are not provided an adequate guiding session for using the new equipment. It creates a negative impression on the people in the society.

The service delivery process

Jetts gym has been following a particular strategy for executing the process in an effective manner. The prime service delivery process in gym starts with hiring a trainer having adequate experiences in this particular field. On the contrary, it is quite difficult for the gym to hire an experienced professional, who can deliver high quality service to the clients. On the other hand, the gym has included only the qualified equipment so that it could facilitate the gym goers in maintaining the body shape in an appropriate manner. The management of the organization has agreed with the fact that the energetic atmosphere is the most important factor for a proper gym (Waitt 2014). At the initial stage, the particular gym has faced several challenges in availing the high-qualified training materials due to the shortage of capital. However, the management has accumulated facilitation from the local investors. By discussing the operating strategy, it can be assessed that the Jetts gym has been following strict rules and regulations for members to follow punctuality in the gym. According to the management, the particular gym has been trying to promote the on-time performance to coaches and other workers.

In the recent days, the gym has taken the initiative for enhancing the business opportunity by offering free of cost joining facilities to the clients. The management has been maintaining the simple pricing policy. The mate’s rate is $12.95/wk, whereas the individual rate is $14.95/wk.  The gym believes that the clients should be given freedom to change the gym at any point in time. Hence, they do not have long-term contractual plans for the customers. The main purpose of the gym is to provide a better life so that the customers can lead a healthy life and work actively. The particular gym has involved the high-qualified professional trainers, who can train the new arrivals as well as the existing members to reach their individual fitness goals (Harris, Wilks and Stewart 2012).

For conducting the service communication, Jett gym has been following a particular set of work. In these days, most of the problem in gym arises due to the lack of communication. Hence, the management has been focusing on establishing the effective service communication. The gym management has been following a simple pricing policy so that the clients can avail the service in an effective manner (Almalki, Martin-Sanchez and Gray 2013). It has two pricing systems. First, the mate’s rate is $12.95/wk and the individual rate is $14.95/wk. hence, it can  be assessed that the gym do not force the clients for long-term engagement. It facilitates them in availing other’s service at any point of time. Over the past few months, the management has been trying to improve its communication system through including effective promotion process. Without making promotion of the particular services, the organization would not be able to enhance its business opportunity in an effective manner. Sometimes, customers are unable to find the gym due to lack of promotional effectiveness. Jett gym has been focused on their communication process across the country through different online platforms including FaceBooK, Twitter, emails, text messages etc (Stewart and Smith 2014). The management of the organization has discussed the fact that the social media has facilitated them in enhancing the customer’s base within the short timeframe. On the other hand, the customers think that they should be provided adequate opportunity to share their individual feedbacks to the management. Consequently, it would enhance the business opportunity in an effective manner. Although the gym utilizes the modern technique of communication, it should also follow the traditional form of communication. For instance, the gym needs to include the newsletter systems including electronic formats, phone systems and well designed gymnastic gym websites (Johansson and Andreasson 2016). The management understands the importance of automate communications in the services. According to the management, they are trying to include different data into their promotional materials so that the clients get adequate knowledge on training.

The service communication

The physical evidence of the gym depends on the different elements. Without having proper physical evidence of the service, the organization would not be able to expand the business to the large domestic areas as well as international market. There are three types of elements including facility exterior, facility interior, and other tangibles (Andreasson and Johansson 2014). The exterior facilities include exterior design, parking facility, gym environment, etc. The particular gym has been providing the proper environment to the clients for executing the workout. The area of the gym is quite huge, and it facilitates the management to engage a huge number of customers in the business. On the other hand, the interior facility includes the interior design, modern and enhanced equipment, etc. The management has already discussed that they are having enhanced equipment into the gym for attracting the huge clients in the society. These enhanced machines include Leverage systems, cable machines, arm machines, chest and shoulder machines, and Smith machines (De Lyon and Cushion 2013). On the other hand, the gym management has already involved the trainers having high and intense knowledge on the fitness. Besides gym equipment, the organization has already included the other fitness equipment along with the boxing equipment and commercial equipment. Some other tangible physical evidence are billing statements, reports, rules and regulations for the clients, etc. (Volkwein-Caplan 2013).  Hence, it can be assessed that the service evidence of the organization has been facilitating them in engaging the high number of customers into the business.

In the recent months, the customers have experienced different types of negative services provided by the gym. The prime issues arise while the new arrivals are unable to obtain enhanced training sessions from the appointed trainers. Most of the time, the new arrivals are not familiar with the gym equipment. Consequently, they face challenges in executing exercise in an appropriate manner. Besides, the customer often faces difficulties in availing the locker room due to huge rush in the gym during a particular timeframe (Mor et al. 2014). In the recent times, some of the customers have claimed that they got a severe injury during the training session due to the lack of supervision. Hence, it creates the challenges for the management to retain the brand values in the market. On the other hand, the customers often ask for the long-term engagement with the gym so that they can avail the hassle-free service at any point of time (Ainsworth and Macera 2012). Moreover, there should be a long-term engagement policy for the people who have a particular fitness goal. On the contrary, the management does not have a long-term engagement policy of the customers. The minimum age range for availing the particular service is 18 and above. However, Jetts gym does not include any pricing systems for the students and other college goers. Hence, it can be assessed that the management needs to focus on their pricing policy for enhancing the business opportunity in an effective manner.

Managing the service physical evidence

For managing the customer service process, the management needs to implement a proper monitoring system. With the involvement of this monitoring system, the organization could understand the flaws within the business process management (Lupton 2015). On the other hand, the management has engaged the feedback session in the business. In the feedback session, the new and existing customers provide their individual suggestion to the management so that they can enhance the business opportunity by simply reducing the flaws from the process. Sometimes, the trainers are not able to handle all queries of the customers due to the high engagement of the clients in the gym. Hence, the management needs to enhance the workforce management by engaging the high-qualified trainers and staffs into the business (Eime et al. 2015). By following up the entire process in a particular system, the organization could improve their service quality within a certain timeframe. Although Jetts Gym has been providing an effective training session to the clients, they should include the modern exercise techniques for delivering high-class services to the customers (Hills, Dengel and Lubans 2015).

Conclusions:

It can be concluded that the health and fitness have been the integral part of the life, as it facilitates in maintaining a healthy life in the society. In this context, the discussion has been provided based on the negative service encountered by the customers. In the recent days, most of the people have experienced bad service quality from Jetts gym, which indeed decreases the business opportunity. In this report, the background of the company has been highlighted along with the negative services encounters. By discussing the service delivery process, different strategies of the management have been discussed in an effective manner. Although the management has been following a particular process for delivering the high quality solutions to the clients, their training process has some flaws. In the service communication process the organization has been included different online platforms for enhancing the promotional activities in an effective manner. In this particular report, different gym related issues have been discussed in a detailed manner. Hence, it can be assessed that the particular assignment would facilitate in understanding the flaws in the service.

References

Ainsworth, B.E. and Macera, C.A. eds., 2012. Physical Activity and Public Health Practice. CRC Press.

Almalki, M., Martin-Sanchez, F. and Gray, K., 2013. Self-quantification: the informatics of personal data management for health and fitness.

Andreasson, J. and Johansson, T., 2014. The Global Gym: Gender, Health and Pedagogies. Springer.

De Lyon, A.T. and Cushion, C.J., 2013. The acquisition and development of fitness trainers’ professional knowledge. The Journal of Strength & Conditioning Research, 27(5), pp.1407-1422.

Eime, R.M., Harvey, J.T., Charity, M.J., Casey, M.M., van Uffelen, J.G.Z. and Payne, W.R., 2015. The contribution of sport participation to overall health enhancing physical activity levels in Australia: a population-based study. BMC public health, 15(1), p.1.

Harris, N., Wilks, L. and Stewart, D., 2012. HYPEd-up: youth dance culture and health. Arts & Health, 4(3), pp.239-248.

Hills, A.P., Dengel, D.R. and Lubans, D.R., 2015. Supporting public health priorities: recommendations for physical education and physical activity promotion in schools. Progress in cardiovascular diseases, 57(4), pp.368-374.

Jetts.com, (2016). [online] Available at: https://www.jetts.com.au/promotions/save89 [Accessed 8 Sep. 2016].

Johansson, T. and Andreasson, J., 2016. The Gym and the Beach Globalization, Situated Bodies, and Australian Fitness. Journal of Contemporary Ethnography, 45(2), pp.143-167.

Lupton, D., 2015. Health promotion in the digital era: A critical commentary.Health Promotion International, 30(1), pp.174-183.

Mor, Z., Parfionov, K., Davidovitch, N. and Grotto, I., 2014. Gym exercising patterns, lifestyle and high-risk sexual behaviour in men who have sex with men and in heterosexual men. BMJ open, 4(11), p.e005205.

Stewart, B. and Smith, A.C., 2014. The significance of critical incidents in explaining gym use amongst adult populations. Qualitative research in sport, exercise and health, 6(1), pp.45-61.

Stewart, B., Smith, A. and Moroney, B., 2013. Capital building through gym work. Leisure studies, 32(5), pp.542-560.

Volkwein-Caplan, K., 2013. Sport Fitness Culture (Vol. 12). Meyer & Meyer Verlag.

Waitt, G., 2014. Bodies that sweat: the affective responses of young women in Wollongong, New South Wales, Australia. Gender, Place & Culture, 21(6), pp.666-682.

Wright, J., Burrows, L. and Rich, E., 2012. Health imperatives in primary schools across three countries: Intersections of class, culture and subjectivity. Discourse: Studies in the Cultural Politics of Education, 33(5), pp.673-691.