Pricing Model on Consumer Based Cognition and Affection in Health Club Services

The research aims to provide a formal methodology in identifying significant emotional needs of customers in the services of a health club. From this a pricing model, a design will be developed that would result from the significant customer cognitive and affective needs. Research aims (a) to identify significant components of services attributes in the physical servicescape, social servicescape, product quality and service performance in customer perspective in health club services, (b) determine service attributes that significantly contribute to emotional experiences and service quality perception of health club customers, (c) investigate the effect of customer emotional experience and service quality perception to consumer satisfaction and value perception, and (d) to establish a pricing model from the consumer responses. Based on this previous literatures and research frameworks the major steps taken to confirm the hypothesized associations of this study consisted of (4) major stages namely: 1) Selecting the health club domains and service domains, 2) Identifying and classifying measurement variables, 3) Service assessment, and 4) Pricing model formulation. In conclusion this exploratory study took the beginning steps towards understanding how customers perceive the overall service system and how each service dimension could contribute toward behavioral intentions though perceptions and emotions. Implications for health club managers are likewise can be fully assisted by said concluded attributes in this research.