Efficiency of Marketing Mix Elements in Achieving Competitive Advantage in Health and fitness clubs from the Customers' Perspectives: empirical study from Al-Qassim Region-KSA.

This current study aims at identifying the extent of customer satisfaction according to the theory of the marketing mix as an indicator to achieve competitive advantage in private health clubs. Descriptive approach in the survey method was used due to its suitability to the nature of the research. The researchers designed a questionnaire as the main tool for collecting data after judging it in terms of: reliability, validity, and objectivity. It included 7 parts to identify customer satisfaction with: (sports product-product pricing-product distribution-product promotion). The sample consisted of 300 customers of health and fitness clubs. Data was analyzed using the statistical analysis program SPSS, and using appropriate statistical methods to prove the research hypotheses. Results show that there is a statistically significant effect of all elements of the marketing mix: (price, promotion, distribution) on achieving competitive advantage in the organizations under investigation, except for service. The results of the research also showed that there were no statistically significant differences due to the demographic characteristics of the clients: (gender, age, marital status, educational qualification, monthly income). In light of these results, a number of recommendations were suggested to decision-makers in these clubs such as the need to build an effective marketing plan, taking into account the results of the research, with a focus on increasing and improving the most influential marketing elements in achieving customer satisfaction and increasing competitiveness. Also building an appropriate pricing policy; commensurate with the financial capabilities of members. In the field of promotion, the research recommends the need to use the websites, smart device applications and digital advertisements of the clubs in the relevant sites to deliver needed information and offers to the customers. As for locations distribution, the locations of clubs should be easily accessible from the place of residence or work. [ABSTRACT FROM AUTHOR]