The Effect of Risk Management on Sustainable Marketing Orientations in Fitness Businesses

This study examines the effects of risk management on sustainable marketing orientation in fitness businesses. The sample of the research consists of 234 (X age=31.36±6.77) employees (81 female and 153 male) working in private fitness businesses in Ağrı and Van provinces. In the data collection part of the study, the ‘Personal Information Form’ prepared by the researcher, ‘Risk Management Scale in Health and Fitness Facilities’ developed by Eraslan and Çimen (2022) and ‘Sustainable Marketing Orientation Scale’ developed by Lučić (2020) and adapted into Turkish by Kara et al. (2023) were used. Pearson correlation coefficient was used to examine the relationship between risk management in fitness businesses and sustainable marketing orientations, and a regression test was used to determine the effect. As a result of the study, a strong positive correlation was found between RMSHFF and SMOS (r=.695, p=<0.001). A strong positive significant relationship was found between RMSHFF and strategic integration (r=.582, p=<0.001), social participation (r=.721, p=<0.001) and ethical abilities (r=.574, p=<0.001) which are sub-dimensions of SMOS. The regression analysis conducted to determine the effect of RMSHFF and SMOS showed that RMSHFF had a significant positive effect on SMOS (R2=.823; p<0.001). In this case, it can be said that effective risk management to be put forward by fitness businesses for structure design, policy, and member services can pave the way for sustainable marketing orientation by leading to strategic integration and supporting customer participation.