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Published on: July 27, 2018
Understanding wellness center loyalty through lifestyle analysis
Satya Suresh1, Swathi Ravichandran, Ganesan P
1School of Management, Acharya Institute of Technology, Bangalore, Karnataka, India. sravicha@kent.edu
Health Marketing Quarterly
|February 25, 2011
Summary
Understanding customer lifestyles is key for wellness center loyalty. Individuals balancing work and family, or those feeling overworked, show the highest loyalty to wellness services.
Area of Science:
- Social Sciences
- Business Management
- Consumer Behavior
Background:
- Growing interest in indigenous wellness services like Yoga and Ayurveda in India.
- Macro-level societal changes driving demand for wellness services.
Purpose of the Study:
- To investigate the impact of customer lifestyle factors on wellness center loyalty.
- To identify key lifestyle segments most likely to exhibit loyalty.
Main Methods:
- Utilized the activities, interests, and opinions (AIO) model to define customer lifestyles.
- Collected data from clients across five distinct wellness centers.
Main Results:
- Regression analysis revealed that overworked individuals are highly loyal.
- Clients actively seeking work-life balance demonstrate significant loyalty to wellness centers.
Conclusions:
- Lifestyle factors, particularly work-related stress and the pursuit of balance, are strong predictors of wellness center loyalty.
- Findings offer actionable insights for wellness centers to cultivate client loyalty.
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