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She has created Ladies Only Fitness in order to fill a need she has seen in fitness services provided to women over the years.From the selection of workout machines to the organization of the child care center, Ladies Only Fitness will create a supportive experience that will bring in new members by word of mouth.The following project is about creating a new business opportunity from an existing and mature activity sector which is the commercial fitness sector.
However, there’s still few research on the relation between the weekly frequency of use, expectations, satisfaction and retention.
Expectations are considered as what it’s expected of a given service or organization, based on the needs, desires and motivations of consumers, as well as their past experiences and perceived knowledge of the organization.
The media communication, price and image are also organizations’ features that weigh on the expectations .
In this perspective, the previous experiences of the service or similar services are considered essential to the expectations.
However, not all service attributes have the same importance so each of them has different influence on satisfaction .
Thus, customer retention can lead to loyalty, that benefits the organizations, since loyal members show confidence in the intentions and practices of the institutions, believe the organization shows interest in them and value their presence regardless of how much they spend.
However, there’s still few research on the relationship between expectations and satisfaction.
Zeithaml and Bitner  believe that satisfaction is an affective response to the service and suggest that satisfaction is a general concept built in a long term, that provides information about members’ behaviour towards the service, as well as their decision to reutilize it  found evidences that customers’ satisfaction in sporting centres is positively related with service recommendation, reuse and increase of frequent visits to the club.
Moreover, the authors add that the frequency that the members go to the club it's synonym of their satisfaction at the club and, consequently, their decision to remain.
This idea is also corroborated by fitness industry managers , who refer that the frequency of use reflects the permanence at the club for a longer period of time.