training and help fitness clubs retain customers to sustain the business’s growth

How can marketing strategy for online virtual training enrich traditional face-to-face training and help fitness clubs retain customers to sustain the business’s growth?

Literature Review，Methodology  and interview questionnaire for Dissertation  

Literature Review

Introduction

The popularity of virtual training and the persuasion ability of the digital marketing strategies through the use of social media influencers on customers based on the fitness sector defines the relationship between the traditional marketing strategy which entails face-to-face training to enhance fitness among clients (Macon, 2020). According to Chowdhry, Verma, and Mathur (2020), online marketing strategy has recently become an effective method of enriching the traditional face-to-face marketing strategy in fitness companies because digital marketing strategy has promoted reaching many customers within a short period. Goswami and Kumar (2019) share a similar sentiment espousing the capacity of digital marketing to reach and connect more customers interested in fitness training in the online space is the main gear towards the establishment of more customers in the fitness training. Besides, Zhang and Zheng (2021) expanded with the incorporation of social media influencers in the digital marketing strategy many techniques presented to the customers in the online platforms have resulted in increased techniques and retention of customers in the face-to-face fitness training. Thus, there is evidence of a strong correlation between digital marketing on the training of fitness and the traditional face-to-face fitness training on customer retention and recruitment (De Vries et al., 2017; Macon, 2020).

Theoretical Review

This review is based on consumer behaviour theory and self-congruity theory. Consumer behaviour theory is based on the belief that consumers’ decision-making process to purchase certain products and services in the market is prompted by their behaviour; the anticipation, desires, and wishes of a particular customer (Diba, Vella, and Abratt, 2019). In this regard, Qazzafi (2019) believes that just as human behaviour varies from one individual to another, purchasing certain products and services varies from one consumer to the other. According to Trivedi and Sama (2020), consumer behaviour theory is very useful to companies since its beliefs help identify the factors that influence customers’ decision to purchase products and services presented to them in the market. Sharma (2017) extended consumer behaviour theory helps companies to easily study and understand consumer behaviours hence coming up with practical strategies that ensure easy persuasion of consumers and develop effective ways of managing these consumer behaviours. Besides, the theory is based on the belief that factors such as attitude, perception, the capacity to comprehend information about products and services influence change of the consumer’s personality and beliefs promoting or inhibiting their consumption (Govindan and Alotaibi, 2021). Chopra, Avhad, and Jaju (2020) share similar sentiments arguing that personal factors including gender