Samenvatting

In the Netherlands, there is a large amount of people who exercise and a large variety of fitness facilities to satisfy that demand therefore it is imperative to have loyal customers in order to maintain incoming revenue streams and stimulate further growth of the company, thus increase the repurchasing of subscription contracts and referrals of the facility by its members. Iron House Co. is a new entry in the fitness industry of the Netherlands and as a startup, it is essential to differentiate themselves from the large chain competitors thus, consumer loyalty is an important component of their strategy in order to increase their customer base.