Analysis of Selection Criteria and Alternatives to Renewing Membership in Fitness Centers Using an Analytical Hierarchy Process

Abstract The aim of the study was to determine most suitable fitness center for members by using Analytical Hierarchy Process (AHP) method, which identifies criteria consider when choosing a center. First, interviews were conducted with 20 criteria. Then, values obtained from comparisons between criteria, made experts, analyzed and evaluated AHP method. Eight determined: instructor qualification, interactions, cleaning, price, staff atmosphere, accessibility, equipment modernity variety. Then alternatives centers defined (low middle segment, premium) group five experts formed, consisting various in sports sciences, academics who conduct customer behavior research centers. Based on opinions three eight selection used evaluation. Alternatives are listed based findings. In first phase study, weighting consistency calculations performed, after each criterion weighted relation every alternative. As result, best alternative calculated. According findings, price determined be important renewing membership, while premium provides suggestions reducing dropout rates decision renew memberships (such as flexible pricing, interaction, quality, modernity).