Segmenting Fitness Center Customers: Leveraging Perceived Ethicality for Enhanced Loyalty, Trust, and Word-of-Mouth Communication

In an era marked by a growing emphasis on business ethics and sustainability, fitness centers face a compelling need to align their practices with their members' perceived ethical values. To explore the role of ethics in the fitness industry's expanding business landscape, this study draws upon established theories in consumer-perceived ethicality (CPE), business ethics, and customer segmentation strategies. The paper's objectives were to adapt and validate the CPE scale for the Greek context and categorize fitness center members based on their perceived ethicality and to examine the impact of perceived ethicality on loyalty, word-of-mouth communication, and trust towards fitness centers. The research involved 286 fitness center members who completed a questionnaire measuring CPE, loyalty, trust, and word-of-mouth communication. Utilizing clustering analysis, two distinct consumer segments emerged, each demonstrating unique patterns of perceived ethicality. Intriguingly, both the high- and low-CPE groups assigned considerable importance to word-of-mouth communication, followed by trust and loyalty. These findings provide valuable insights for businesses in the fitness industry seeking to enhance their ethical reputation and bolster customer retention. Furthermore, the translated CPE scale holds the potential to contribute significantly to the ongoing discourse on consumer behavior regarding business ethics and sustainability within the fitness sector.