NETWORK ACADEMY VERSUS NEIGHBORHOOD ACADEMY: EXPLORATION OF VALUE PROPOSITION

Abstract

This study analyzed the value propositions of two gyms, one a chain and the other a neighborhood one, in relation to customer satisfaction. Using a qualitative methodology, data was collected from online customer comments, and twelve gym employees were interviewed, including customers, instructors and managers. Three categories were created based on the main items mentioned by customers, aligned with the gyms' value propositions. Both gyms partially deliver on their value promises, highlighting distinct areas that have captivated their customers. Employees expressed satisfaction, but also suggested improvements. Differences were observed between the brands, with the network gym taking advantage of negotiations and partnerships from the headquarters, while the neighborhood gym has more freedom for innovations and strategies.