Estrategia de fidelización para mejorar la sostenibilidad y fortalecer las relaciones con clientes en centros fitness Urbanos del Guayas

Abstract

The research examined Loyalty strategies in urban fitness centers in the province of Guayas and their link to business Sustainability and the quality of customer relationships, using a mixed approach that included surveys of 384 users and interviews with managers. The results show that most users do not perceive formal practices of recognition, motivational Communication, or personalized follow-up, with models focused on isolated promotional actions. However, customers highlight as key factors for their Retention (Permanence) the personal treatment, flexibility, individual support, and sense of belonging. Managers recognize the importance of stable relationships, although structured implementation is limited by resources and tools. Guidelines are proposed to formalize processes, strengthen personalized communication, and build a Community that transforms interactions into long-term sustainable bonds.