Analysis of Fitness Servicescape Utilizing Analytic Hierarchy Process

The increasing importance of health has led to significant growth in the fitness industry, particularly in the wake of the COVID-19 pandemic, which has intensified the focus on optimizing fitness service environments known as “servicescapes.” This study aims to assess the relative importance of various servicescape elements in fitness centers using the Analytic Hierarchy Process (AHP). A panel of 12 experts, each with over 11 years of experience in the fitness sector, participated in a structured AHP analysis that identified six dimensions and sixteen sub-criteria related to servicescape. The results revealed that “Accessibility/Comfort” is the most crucial dimension, accounting for 42.3% of the total importance, followed by “Equipment Status” at 18.8%. Among the sub-criteria, “Parking” (0.219) and “Proximity” (0.204) emerged as the highest-ranked factors, while the importance of “Fitness Tech” was relatively low at 6.1%, potentially reflecting generational differences among respondents. The findings underscore the necessity for practical strategies that prioritize accessibility, equipment maintenance, and hygiene in fitness centers, while also taking into account the evolving role of technology across different age groups. This research contributes to the field by providing actionable insights that can enhance customer experiences and guide policy development in the fitness industry.