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Analyzing Membership Satisfaction And Retention

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chelsea_frazier

The document analyzes membership satisfaction and retention at the Butler YMCA. It discusses the study objectives, history of YMCAs, details about the Butler YMCA location, methodology used including a pilot study and data collection, demographic information of respondents, reasons for joining and leaving the YMCA, benefits of membership, satisfaction levels, and recommendations. The conclusions indicate that quality of instruction by staff is important for satisfaction, while fees and staff quality influence retention. Variety of programs and quality of instruction also impact membership.

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ANALYZING MEMBERSHIP SATISFACTION AND RETENTION AT THE BUTLER YMCA Chelsea E. Frazier, Michael R. Perhosky, & Kyle R. Heiden
Research Objectives Overall Objective The overall purpose of this study was to analyze membership satisfaction and retention among Butler YMCA members. Specific Objectives A secondary purpose of this study was to evaluate the factors that contribute to membership satisfaction for Butler YMCA members. A final purpose of this study was to examine the factors that contribute to the retention of Butler YMCA members.
History YMCA movement started by George Williams in 1884 1st student YMCA- Cumberland University 1856 1891 Basketball invented at a Y in Springfield, MA Baby boomers result in more programs 2010 The Y
Butler YMCA Has served the Butler community for 125 years Offers Many services Many facility options
Methodology: Pilot Study Tuesday, November 1, 2011 8:00am-12:00pm at the Grove City YMCA. Questionnaires were distributed to 13 participants Helped to clarify a few of the questions
Instrument 25 question survey six demographic questions five dichotomous questions seven close-ended questions two Likert-Scale questions five open-ended questions.
Methodology: Collection of the Data Collected on 3 Different Dates: November 7th from 3:30pm- 4:30pm November 8th from 3:30pm-4:30pm November 9th from 7:00am-11:00am Response Rate: Total Questionnaires Distributed: 186 Total Respondents: 174 Total Non-Respondents: 12 Response Rate: 93.55%
Gender Respondents 120 100 Number of 80 60 40 20 0 Male Female Gender Age 60 Number od Respondents 50 40 30 Total 20 Male 10 Female 0 18-24 25-34 35-49 50-64 65-74 75-84 85+ Number of Years Old
Age and Gender
Race & Ethnicity of Respondents
Respondents' Annual Income 50 Number of Respondents 45 40 35 30 25 20 15 Total 10 5 Male 0 Female Annual Income
Respondents Annual Income
Level of Education Completed Vocational/Technical School Graduate Degree Some Graduate Work Completed College Female Male Some College Total Completed High School Did not complete High School 0 10 20 30 40 50 60
Years of membership at Butler YMCA 3% 4% 9% Less than 3 months 4-6 months 13% 7 months to 1 year 1-2 years More than 2 years 71%
Have you ever been a member of another health club? 47% Yes 53% No Reasons for leaving previous health club Reason for Leaving Lack of instruction by staff Did not use club often enough Insufficient variety of Too Crowded Moved/Changed Jobs 0 10 20 30 40 50 Number of Respondents
How many miles do you travel from home or work to the Butler YMCA? 150 Respondents Number of 100 50 0 Total 0-5 Miles 6-10 miles 11-15 miles More than 16 miles Number of Miles How long does it take for you to drive or walk to the Butler YMCA from home or work? 60 Respondents Number of 40 20 0 Total Less than 5 5-10 minutes 11-15 minutes 16 minutes or minutes more Number of Minutes
Three (3) Most Important Reasons For Joining The Butler YMCA Ranked On Importance: 1 Being The Least Important and 3 Being The Most Important
Have you ever considered discontinuing your membership at the Butler YMCA? 5% Yes 95% No Reasons for considering discontinuing of membership: 1 being a major reason and 5 being a minor reason
Greatest benefits gained from being a member of the Butler YMCA Other I am able to relax and reduce the amount I have lost weight I feel better about myself I have met new people I have learned a new sport/activity I have become more physically fit 0 20 40 60 80 100 120 140 160 180 Total
Satisfaction concerning aspects of the Butler YMCA: 1 being very dissatisfied and 5 being more than satisfied
Would you recommend the Butler YMCA to a friend? 2% Yes No 98%
New Amenity? Classes More yoga and pilates Satisfied/Perfect as is classes that you dont Cant think of one. Im have to pay for very satisfied with the YMCA as it is Facilities Building needs maintained better-roof Fees leaks, hot tub, etc. The classes should not Keep the Y open on be extra fees for Sundays year round members and the classes need to be updated
How does Butler YMCA not meet needs? Classes Parking Better classes and no Parking situation is not good. fees. Need to get Either find a way to expand younger and middle parking or stagger classes and age draw for classes. games so that everyone isnt Seem to be targeting there at the same time older women Staff At time the staff can be very unknowledgeable
What are some things the Butler YMCA could do retain your membership status? Fees They raise fees Maintenance annually, yet I see It (Butler YMCA) is not no benefits from cleaned every night or if it that. Show me how is they arent very good the money is being distributed Staff Facilities Dont lower The fitness center needs standards of expanded employees, keep focus on customer service and satisfaction
Conclusions Respondents identified that the quality of instruction and supervision by staff was significant in assuring customer satisfaction. Membership retention was attributed to membership fees and overall quality of the staff. Variety of services, programs and facilities and quality of instruction and supervision by staff were identified as the most important reasons for member satisfaction. Equipment availability, personal attention by staff and atmosphere were other factors that were identified as being important contributors of member satisfaction. Parking availability was the primary reason for dissatisfaction. Membership fees were identified as being the primary reason for discontinued memberships. Members who did not use the YMCA often enough and overall quality of staff were identified as being reasons for discontinued memberships.
Recommendations: Butler YMCA The organization should upgrade equipment because this was seen as being a major reason for discontinued memberships. The organization could accomplish this by replacing outdated equipment and upgrade areas that have not been maintained. The organization should upgrade the cleanliness of the facility because this was seen as a reason for discontinued memberships. The organization could do this by inquiring what cleaning services surrounding YMCAs use and identify the satisfaction the other facilities have with its cleaning services. The organization should address the overall atmosphere of the facility. The atmosphere of the club was identified as one of the primary reasons for discontinued memberships. The organization can do this by conducting semi-annual workshops on guest services.
The organization should attempt to expand the facility. The facility being too crowded was identified as being one of the major reasons for discontinued memberships. The organization could do this by rearranging equipment throughout the weight room or by looking into prices for expansion. The organization should address the lack of services provided to members because this was seen as being a major reason for discontinued membership. The organization could do this by adding a juice bar. The juice bar would serve protein shakes as well as protein bars and could mirror the services that juice bars at other health clubs provide. The organization should address the parking situation because this was seen as an extreme aspect of dissatisfaction with the YMCA. The organization can do this by purchasing property that surrounds the facility.
The organization should decrease membership fees because expensive fees were identified as a dissatisfaction of the facility. The organization could do this by offering different payment plans to members. The organization should provide additional activities to members. Insufficient activities available were seen as a primary reason for discontinued memberships. The organization can do this by offering bus trips to geographically convenient areas that members would enjoy visiting. The organization should upgrade the locker rooms. The conditions of the locker rooms were seen as an area of dissatisfaction. The organization could make sure that all locker rooms get checked by staff throughout the day to assure the locker rooms remain in good condition.
Recommendations: Future Research This study should be replicated at other YMCAs in the area, such as Grove City, Cranberry and New Castle. There could be important similarities and differences between the different areas. The study should be replicated at other fitness facilities in the industry such Golds Gym and L.A. Fitness. It would be relevant to see the differences between a facility that offers only fitness options and one such as a YMCA which offers other programs in addition to fitness. Further research should focus more specifically on what members do and do not like about the YMCA facility. The current study only asked general questions and did not go in depth into specific reasons as to what was liked or disliked and reasons for the respondents opinion. Further research should gather more qualitative data, possibly in a focus group format. This would be pertinent as it would allow more qualitative data to be created as respondents would be allowed to expand on their answers, giving more detailed opinions.
Analyzing Membership Satisfaction And Retention

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Analyzing Membership Satisfaction And Retention

  • 1. ANALYZING MEMBERSHIP SATISFACTION AND RETENTION AT THE BUTLER YMCA Chelsea E. Frazier, Michael R. Perhosky, & Kyle R. Heiden
  • 2. Research Objectives Overall Objective The overall purpose of this study was to analyze membership satisfaction and retention among Butler YMCA members. Specific Objectives A secondary purpose of this study was to evaluate the factors that contribute to membership satisfaction for Butler YMCA members. A final purpose of this study was to examine the factors that contribute to the retention of Butler YMCA members.
  • 3. History YMCA movement started by George Williams in 1884 1st student YMCA- Cumberland University 1856 1891 Basketball invented at a Y in Springfield, MA Baby boomers result in more programs 2010 The Y
  • 4. Butler YMCA Has served the Butler community for 125 years Offers Many services Many facility options
  • 5. Methodology: Pilot Study Tuesday, November 1, 2011 8:00am-12:00pm at the Grove City YMCA. Questionnaires were distributed to 13 participants Helped to clarify a few of the questions
  • 6. Instrument 25 question survey six demographic questions five dichotomous questions seven close-ended questions two Likert-Scale questions five open-ended questions.
  • 7. Methodology: Collection of the Data Collected on 3 Different Dates: November 7th from 3:30pm- 4:30pm November 8th from 3:30pm-4:30pm November 9th from 7:00am-11:00am Response Rate: Total Questionnaires Distributed: 186 Total Respondents: 174 Total Non-Respondents: 12 Response Rate: 93.55%
  • 8. Gender Respondents 120 100 Number of 80 60 40 20 0 Male Female Gender Age 60 Number od Respondents 50 40 30 Total 20 Male 10 Female 0 18-24 25-34 35-49 50-64 65-74 75-84 85+ Number of Years Old
  • 10. Race & Ethnicity of Respondents
  • 11. Respondents' Annual Income 50 Number of Respondents 45 40 35 30 25 20 15 Total 10 5 Male 0 Female Annual Income
  • 13. Level of Education Completed Vocational/Technical School Graduate Degree Some Graduate Work Completed College Female Male Some College Total Completed High School Did not complete High School 0 10 20 30 40 50 60
  • 14. Years of membership at Butler YMCA 3% 4% 9% Less than 3 months 4-6 months 13% 7 months to 1 year 1-2 years More than 2 years 71%
  • 15. Have you ever been a member of another health club? 47% Yes 53% No Reasons for leaving previous health club Reason for Leaving Lack of instruction by staff Did not use club often enough Insufficient variety of Too Crowded Moved/Changed Jobs 0 10 20 30 40 50 Number of Respondents
  • 16. How many miles do you travel from home or work to the Butler YMCA? 150 Respondents Number of 100 50 0 Total 0-5 Miles 6-10 miles 11-15 miles More than 16 miles Number of Miles How long does it take for you to drive or walk to the Butler YMCA from home or work? 60 Respondents Number of 40 20 0 Total Less than 5 5-10 minutes 11-15 minutes 16 minutes or minutes more Number of Minutes
  • 17. Three (3) Most Important Reasons For Joining The Butler YMCA Ranked On Importance: 1 Being The Least Important and 3 Being The Most Important
  • 18. Have you ever considered discontinuing your membership at the Butler YMCA? 5% Yes 95% No Reasons for considering discontinuing of membership: 1 being a major reason and 5 being a minor reason
  • 19. Greatest benefits gained from being a member of the Butler YMCA Other I am able to relax and reduce the amount I have lost weight I feel better about myself I have met new people I have learned a new sport/activity I have become more physically fit 0 20 40 60 80 100 120 140 160 180 Total
  • 20. Satisfaction concerning aspects of the Butler YMCA: 1 being very dissatisfied and 5 being more than satisfied
  • 21. Would you recommend the Butler YMCA to a friend? 2% Yes No 98%
  • 22. New Amenity? Classes More yoga and pilates Satisfied/Perfect as is classes that you dont Cant think of one. Im have to pay for very satisfied with the YMCA as it is Facilities Building needs maintained better-roof Fees leaks, hot tub, etc. The classes should not Keep the Y open on be extra fees for Sundays year round members and the classes need to be updated
  • 23. How does Butler YMCA not meet needs? Classes Parking Better classes and no Parking situation is not good. fees. Need to get Either find a way to expand younger and middle parking or stagger classes and age draw for classes. games so that everyone isnt Seem to be targeting there at the same time older women Staff At time the staff can be very unknowledgeable
  • 24. What are some things the Butler YMCA could do retain your membership status? Fees They raise fees Maintenance annually, yet I see It (Butler YMCA) is not no benefits from cleaned every night or if it that. Show me how is they arent very good the money is being distributed Staff Facilities Dont lower The fitness center needs standards of expanded employees, keep focus on customer service and satisfaction
  • 25. Conclusions Respondents identified that the quality of instruction and supervision by staff was significant in assuring customer satisfaction. Membership retention was attributed to membership fees and overall quality of the staff. Variety of services, programs and facilities and quality of instruction and supervision by staff were identified as the most important reasons for member satisfaction. Equipment availability, personal attention by staff and atmosphere were other factors that were identified as being important contributors of member satisfaction. Parking availability was the primary reason for dissatisfaction. Membership fees were identified as being the primary reason for discontinued memberships. Members who did not use the YMCA often enough and overall quality of staff were identified as being reasons for discontinued memberships.
  • 26. Recommendations: Butler YMCA The organization should upgrade equipment because this was seen as being a major reason for discontinued memberships. The organization could accomplish this by replacing outdated equipment and upgrade areas that have not been maintained. The organization should upgrade the cleanliness of the facility because this was seen as a reason for discontinued memberships. The organization could do this by inquiring what cleaning services surrounding YMCAs use and identify the satisfaction the other facilities have with its cleaning services. The organization should address the overall atmosphere of the facility. The atmosphere of the club was identified as one of the primary reasons for discontinued memberships. The organization can do this by conducting semi-annual workshops on guest services.
  • 27. The organization should attempt to expand the facility. The facility being too crowded was identified as being one of the major reasons for discontinued memberships. The organization could do this by rearranging equipment throughout the weight room or by looking into prices for expansion. The organization should address the lack of services provided to members because this was seen as being a major reason for discontinued membership. The organization could do this by adding a juice bar. The juice bar would serve protein shakes as well as protein bars and could mirror the services that juice bars at other health clubs provide. The organization should address the parking situation because this was seen as an extreme aspect of dissatisfaction with the YMCA. The organization can do this by purchasing property that surrounds the facility.
  • 28. The organization should decrease membership fees because expensive fees were identified as a dissatisfaction of the facility. The organization could do this by offering different payment plans to members. The organization should provide additional activities to members. Insufficient activities available were seen as a primary reason for discontinued memberships. The organization can do this by offering bus trips to geographically convenient areas that members would enjoy visiting. The organization should upgrade the locker rooms. The conditions of the locker rooms were seen as an area of dissatisfaction. The organization could make sure that all locker rooms get checked by staff throughout the day to assure the locker rooms remain in good condition.
  • 29. Recommendations: Future Research This study should be replicated at other YMCAs in the area, such as Grove City, Cranberry and New Castle. There could be important similarities and differences between the different areas. The study should be replicated at other fitness facilities in the industry such Golds Gym and L.A. Fitness. It would be relevant to see the differences between a facility that offers only fitness options and one such as a YMCA which offers other programs in addition to fitness. Further research should focus more specifically on what members do and do not like about the YMCA facility. The current study only asked general questions and did not go in depth into specific reasons as to what was liked or disliked and reasons for the respondents opinion. Further research should gather more qualitative data, possibly in a focus group format. This would be pertinent as it would allow more qualitative data to be created as respondents would be allowed to expand on their answers, giving more detailed opinions.