The use of a fitness app for customer recommendation: linear models and qualitative comparative analysis

Abstract

AbstractThe use of technology within sports services has become an important field of study. Currently, the vast majority of sports services offer their users mobile applications to facilitate aspects such as communication and information. Within fitness centres, these mobile applications have become key elements to keep users informed and to reinforce behaviours such as loyalty towards the service. This study analyses the influence of mobile applications used in fitness centres on users’ recommendations of the app. Two methodologies were used to measure users’ perceptions: linear models and qualitative comparative analysis. The main results show that certain dimensions of the Mobile App Rating Scale (MARS) have a strong influence on users’ future app recommendations as well as the influence of users’ gender and age. It is important for managers of these sports services to implement technologies that provide two-way communication with users and therefore facilitate positive app recommendations. Furthermore, analysing the data using these two methodologies offers researchers a more detailed examination to better understand customers’ perceptions and, consequently, to establish more precise actions within the service.