摘要：Problem statement: Consumer satisfaction is of particular importance in the service sector in which retaining a customer is a way of achieving organization’s success. Approach: We carried out a survey on members (N=474) of selected fitness clubs located in Poland. We used an originally designed questionnaire which allowed to analyse 7P marketing elements of fitness clubs. Structural equations modelling was applied. A confirmatory factor analysis (CFA) was used to investigate the data structure in relation to the theoretical concept of 7P marketing mix. In order to examine the tool's structure Standardized Customer Satisfaction Index (CSI) was used. Purpose: The objective of this paper is create a satisfaction assessment model for services and adapt it to the fitness clubs sector. We aimed to identify factors that may correlate with the customer satisfaction level in fitness clubs in Poland. Results: We created a satisfaction assessment tool for services adapted to the fitness clubs sector. We established that seven instruments of marketing mix for services correlate with the customer satisfaction level in selected fitness clubs in Poland. Confirmation model of the research construct provided a reasonably good fit with χ2/df = 1.94. The result of the χ2 test proved statistically significant (p<0.05). Conclusions: The designed tool allows to evaluate all areas of functioning of a fitness club according to the 7P theory for services. The created model can help analyse,evaluate and shape customer behaviour in the contemporary market. We established that the evaluation of seven instruments of the marketing mix allows to assess the satisfaction with the services of a fitness club.
