Customer expectations about the service offered by fitness centres in Natal/RN: a study under the perspective of the analysis of clusters

The article evaluates the expectations of fitness centre customers in Natal/RN under the perspective of customer groups determined by sociodemographic and motivational factors (natural clusters) and also of groups established by a statistical analysis of clusters (statistical clusters). The study is based on the responses collected from 986 customers of fitness centres in the local market. The results revealed that the patterns of expectations between the natural clusters, taking category by category, were similar in terms of priorities, diverging, however, at the level of expectations. It was detected that the heterogeneity among statistical clusters was marked by different levels of expectations, and not by the aforementioned aspects.