Executive Summery

When a person is facing a need any approach could be taken to fulfill this need, in my case it
was the need of indulging myself in a healthy life style, therefore my chosen service is a
personal training gym called 'Energy', which is located in Arad area. In this review of the gym
services, I have explained my pre-purchase expectations and my post-parches stage, which is
what did I really get from the gym and well I have benefited from it, as long with my future
plans and my prior expectation. Moreover, I have explained in detail my service encounter
stage with my moment of truth, which is my feeling of satisfaction of dissatisfaction when I
first encountered with the gym's services. Additionally I have included a blue print and the
failure points about the services in general, while also evaluating the service scape in my
own perspective. Finally, I have ended up the report with several significant
recommendations that should be taken in consideration, using both; the flower of service
method and the service escape recommendations.

Pre-Purchase Stage:
Need Awareness
My need here is due to Physical Conditions, as indulging myself in a healthy life style
and being physically fit is a vital need in my point of view. As a consequence, I have
conducted an action by online-searching for several Personal Training Gyms and
considered registering in one of them, in order to resolve my recognized need.

Information Search
After my need was recognized, a set of possible Personal Training Gym services all
around Bahrain were evoked for me to consider and choose from, which made my
decision making process harder, eventually I have chosen Energy Gym which is
located in Arad area. My choice went after some aspects that differs Energy Gym
than any other, regarding the close location of the Gym to my home and the
uploaded pictures of the Gym on the internet have captured my attention, regarding
the simple, yet elegant design and differentiated facilities that the Gym provides,
such as a professional personal trainer, healthy food canteen and Yoga classes.
Some of the other Gyms where significantly small in space, far away from my home
and with no interesting designs and additional services or facilities other than the
Gym equipment's themselves, which made me head off them.

Evaluation of alternatives

Service attributes:
1) Search
The neat design and energetic colors of the Gym captured my attention and
affected my decision, as I adore being in unique places no matter what I'm
doing. In addition to that, a list of their music playlist were provided on the
Gym's website, they were all new and entertaining songs which will put me in
the mood to work out more effectively and enjoy doing that.

2) Experience
In order to have an evaluation or a perspective about a service, you have to try it
first to gain an experience. In my case, I had no prior experience about any
personal training Gyms at all, however I asked my friend about her experience in
Energy Gym and she highly recommended me to register in it, as her experience
there was beneficial, and this would be considered as a medium level of
evaluation.

3) Credence
Regarding the Gyms credibility, several excellent reviews were provided on
their web site by their customers, in addition to the good recommendation from
my friend who experienced the Gym services previously. These two useful
reviews enhanced my credence towards the Personal Gym Services.

Perceived risks:

Functional and Temporal:

As the Personal Training service is run by one female trainer, a risk of poor
performance is perceived, as she may not be able to perform well with a huge
number of customers in one day, due to fatigue, this could eventually lead to delays
in timings and some problems with the other customers or the trainer.

Physical personal injury, damage to possessions:

There is a vital risk of getting a serious body injury while entering the Gym, such as
fractures and torn muscles; regarding to the equipment there or some wrong
instructions from the trainer.

Service expectations:
Regarding to the amount that's going to be paid monthly, it was not significantly
high ''moderate'', in addition to the fact of only one trainer is provided I expected
that it will not be a luxury Gym that will delight me with it services. Therefore, my
expectations were moderate and acceptable, which is to receive an adequate
performance from the Gym that will lead to my satisfaction.

Purchase decision
The main factor in my purchasing decision was the Location of Gym, as it was near
my residential area; in addition to the price which was highly acceptable for me. Also
the perceived risks were quiet low to moderate in my point of view which made me
reconsider my decision; however, while comparing and evaluating the Gym with the
other possible alternatives, it was perceived that Energy Gym is the best option for
me.

Service Encounter Stage:

Model 1

It's perceived that the service encounter stage was a high contact service, (model 1), as I
remained at the Gym throughout the whole time while registering and receiving the service.
Also, this influenced my perceptions towards the service quality, as I felt satisfied with the
Gym's recovery service during my moment of truth, which made me feel more important
and valuable to the Gym.

Evaluation for the Service Environment:

The purpose of the service environment is to:
1) Shape customer's experience and their behaviors
Energy gym was different than any other gyms, regarding that it is a ''MassageCreating medium''. Since the founder of the gym has a symbolic cues when he
founded the gym, which is to fight obesity and the diseases that it causes, since his
father passed away because of obesity and high blood pressure. The story is told in
the welcome tour by the trainer, which leaves an impact in your experience when
you realize that the nature and quality of the service experience is different,
regarding to the symbolic cues that this gym fights for.
In addition to that, the gym is also considered as an ''Effect-Creating medium'', as
the gym usually incudes' the color orange in its building designs, the logo and even
inside the gym's facilities such as the food canteen. This creates an impact on the
customers, regarding that the color 'orange' is an energetic color which will give
them the push to work harder, and the customers will relate that distinctive color to
the gym anywhere. In addition, during the experience the gym never stopped

playing new, lively and energetic songs, and because of that, the experience there
was shaped as an energetic and lively unforgettable experience.

Service Scape
Gym's Logo

Yoga Classroom

Personal training classroom

Gym's canteen

Physical Environmental Dimensions:

o

Ambient Conditions:
The temperature of the gym was convenient (moderate), in addition to excellent air
quality with a pleasant, fresh smell of fruits. Additionally, new and lively music were
playing the whole time which makes the general atmosphere and your stay their
pleasant and enjoyable. However, the personal training classroom had no natural
lightning which made the place appears quite depressed and small. The gym
indulged the colors white, orange and blacks in its premises, which gives the
customers different feelings towards the gym and perceive it as an energetic, and
professional yet friendly atmosphere to be in.

Space & Function:

The layout of the gym was convenient, as the reception area was immediately
behind the front door; this is an effective method to greet the customers directly
and answer their concerns immediately without having them moving all around the
gym's premises searching for answers. In addition, the furnishing and the gym's
equipment were all new, clean and designed modernly which makes the gym looks
attractive and more qualified.

Signs, Symbols & Artefacts

There were numerous directions and 'gym's rules' signs throughout the gym, this
effects positively on both customers and employees; as customers will have clear
vision of what should they do and how to do it. Also the signs guides them through
the delivery process and helps them to find any desired place that their looking for
promptly, such as restroom or lookers & dressing room. On the other hand,
employees save their time and effort by not wasting them in directing new
customers or explaining exactly how things work all around the gym, regarding that
the signs explains everything they should know.

2) Support image, positioning, and differentiation

The main factor that shapes the appropriate reactions and feelings in employees as well as
in customers is physical surroundings in the service scape. For instance, in the roles of
service scape, the gyms exterior building ''gym's package'' conveyed an external image of
what is inside, as the banner design and colors ''black & orange'' illustrated that it was a
professional yet energetic gym. In addition, the gym applied the ''socializer'' role as well,
regarding that signs were provided to help convey all of the expected roles and behaviors
from the customers, for instance, what places is for employees only, where are the
restrooms and where should all people assemble and what to basically do in case of an
emergency.

In the ''differentiator'' role, the gym differs itself in its ethical massage that conveys even in
its facilities, such as providing a healthy food canteen in order to encourage the customers in
indulging themselves in a full, diseases free and healthy life styles. In addition to the
energetic atmosphere (colors and music), which support the gym's position and image of
being a sophisticated, energetic and a professional healthy gym, while at the same time
differentiate it from any other gym facilities.
Moreover, all of the gym's employees were wearing black, professional yet athletic uniforms
that contains the gyms logo in front and the back of their t-shirt. These uniforms provide
tangible evidence that all of these employees who are delivering the service are
professionals. Although the entire interior environment of the gym was clean and hygienic,
the parking lots were dirty which firstly sent a negative massage to me and probably to
other customers about the cleanness of the gyms' interior area.
All of the above aspects creates value proposition in the customers towards the gym
services, as they will feel valuable while purchasing the service because the image of the
company and its efficient differentiated position in the market will reflect on themselves.

Service Process

Blue-Print:
F

F
F

Identified Potential Fail Points:

o

Atmosphere
As the Gym has one main classroom for personal training exercises, with no natural
lightning or natural air quality, there is a perceived potential failure that the air
quality of the closed classroom may get affected poorly. As many customers from
both gender train in the same room all day long, this could lead to bad smells in the
class rooms.
Preventive measures (Fail-safe methods): In order to reduce or eliminate the poor
atmosphere (bad smell) potential failure, several steps should be taking in
consideration regarding both, the customers and the Gym's employees.
1. Gym's administration should provide air conditioners with excellent quality, and
cool air sprays to prevent and reduce the bad smell.
2. Gym's employees should let all of their customers aware of the Gym's vital role,
''customers must take showers before and after the exercise.''
3. Customers must seriously maintain their personal hygiene and the gym
cleanness

Prepare contingency (Failure-proofing): In the unfortunate case that the potential

failure has happened, first, the gym employees should sincerely apologize, then
offer the customer the choice of either to re-schedule his class in another day or
after several hours. Or the gym's coach can ask for the yoga classroom to have the
privet training class there, if it was available.
o

Taking the order and Delivering the food in the gym's canteen
There is a perceived potential failure during both stages; taking or delivering the
food order to the customers, regarding to the fact that the canteen is small sized
while comparing it to the number of customers there. As the waitress could register
the wrong order for the customer or mix two orders together while serving the food,
and mistakes in transmitting information will cause a quality failures.

Preventive measures (Fail-safe methods): In order to reduce or eliminate the

potential failure of taking or delivering the wrong food order, several steps should
be taking:
1. The waitress must be extremely careful while taking the order's information,
possibly by writing down all of the customers' needs and notes.
2. Provide a number for each table or each customer who orders, in order to save
the precise order for each number, therefore the orders will not be mixed-up
easily.
Prepare contingency (Failure-proofing): In the unfortunate case that the potential
failure has happened, first, the waitress must sincerely apologize, then depending
on how much the customer is unsatisfied, the waitress must take an action either by
offering some discount or provide a free meal to re-satisfy the customer.

Producing the Bill

There is a vital perceived potential failure when it comes to billing and paying
money, regarding that it's the most sensitive stage of dealing between the
customers and the company, as both sides of the transaction should be extremely
careful and focused. In addition, the customer's expectation towards the billing
process is that the bill amount will be accurate and the paying process will be
prompt. Therefore, there is a potential failure either by delays in the payment
process (especially if it was by credit card), or a failure in determining the right full
amount of the bill.
Preventive measures (Fail-safe methods): In order to reduce or eliminate the
potential failures of delays in payment or determination of the right money amount,
several steps should be taking:
1. The gym must hire an educated receptionist with basic maths and account
knowledge, in order to deal efficiently with any financial issue.

2. The receptionist must be extremely careful determining the full amount of the
bill, and check on the amount several times before producing the final bill to the
customer.
3. Regarding the delays in payment, if it was direct (cash) then the receptionist
must be prepared and equipped with money change and a calculator to
determine the amount of payment promptly and efficiently.
4. However, if the payment was by credit card, then the gym should make sure to
collaborate with a high efficient bank, in order to make the payment
transactions more effectively and promptly with no delays.
Prepare contingency (Failure-proofing): In the unfortunate case that the potential
two failures have happened, first, the receptionist must sincerely apologize, then
depending on how vital the mistake in the payment is, and how irritated the
customer is, the receptionist can take an action either by providing the customer a
free service from the gym facilities, or a financial discount, in order to recover the
failure.

Post-Purchase Stage:
My prior expectations towards the gym services were moderate and acceptable, which is to
receive an adequate performance from the Gym that will lead to my satisfaction. However,
the gym services were positively disconfirmed as they exceeded my expectations and did not
only made me satisfied, but even delighted, regarding to their high concerns about my
satisfaction where they have compensated me with a discount and special treatment that I
never expected. In addition, the privet exercises classes benefited me efficiently as I have
nearly reached my ideal weight, more importantly; I am very pleased with the cleanness and
the hygiene of the gym facilities such as providing me with my own special towel, the clean
showers, classrooms and delicious food canteen. Therefore, it's perceived that after a series
of unexpectedly high levels of performance and service interactions, I am more than
satisfied with the gym's services, as I'm delighted.
Referrals: Despite the slight inefficiency in the beginning of my service encounter, I will
register again next month and be a loyal customer to the gym, also I will highly recommend
friends and family to join Energy Gym as it is one of the most supportive, professional and
efficient gym that I have ever been to.

Recommendations:
My Recommendations according to the flower of service:-

Information
Payment

Billing

Consultation

Health &
Sport life
style

Exceptions

Order-taking

Hospitality
Safekeeping

1) Information

As I have noticed, there were no advertisements methods for the gym rather than the website
itself, therefore people face a difficulty of essentially knowing that the gym actually exists. Its
recommended that the gym advertise itself and its efficient services more throughout social media,
as it will benefit the business (regarding that its a low cost method) and it will benefit the
customers, as the most segmentation of people that the gym is targeting (both gender, ages start
from 18) are extremely active on those media, dynamically search for any product or services
through those media and they trust the advertisement there.
Although I had a delighted experience during my registration, however I have never got the chance
to let the gym aware of my evaluation for their services. Therefore, it's highly recommended that
''Feedback Forms'' should be available at the receptionist area at all time, so that customers can
have the free ability of stating their opinion about the service, gym facilities or whatever issue or
note that they have. This method will benefit the customers, as they will feel that they are valuable
to the gym, and that their opinions are taking into consideration. It will also benefit the business,
as it will have an easy, yet effective method of knowing what to do exactly to improve their
business and satisfy their current customers and attract new ones.

2) Consultation

Regarding consultation, the personal training coach was very helpful and initiative while
answering all of my questions and concerns, however, when customers first arrive, the
receptionist will be their first contact point, and during my encounter stage I have asked the
receptionist few questions about my monthly registered package, and surprisingly he had no
knowledge of. Eventually, he had to call the coach from her training class just to answer my
question. Therefore it is highly recommended to enhance all of the staff skills and knowledge
about the entire service that they are providing the customers with, so that customers can
consult them about any issue at any time, which will give the customers the impression that
it's a professional service. iIn addition, it will also benefit the business, as no valuable time
and effort will be wasted by the gym employees, just in order to search for an answer.

3) Order-Taking

As the gym is equipped with a healthy food canteen that serves the gym's customers, there is
a perceived issue, as customers may not have the full time every day to stay long hours at the
gym and eat, or maybe due to several circumstances they will not be able to come to the gym
several days, but they would desire to eat the healthy and delicious food that the canteen
offers. Therefore, it is recommended that the gym should establish an online application or
easily a phone number for its gym customers, so they can order their regular, healthy food
easily. This will benefit the current and potential customer, as food delivery service is
significantly required and it's an essential need for people at all ages now days, as it makes
the process easier and more efficient. This recommendation will also benefit the business
itself, regarding the significant financial revenue that will come because of that service if they
provided it to the customers.

4) Hospitality

The gym should implement a strict role on its' employees regarding hospitality with the
customers, as customers perceive hospitality as the most vital part of deciding wither to
purchase the service or not. The business could implement a role of deducting the employee's
salary if any complaints regarding his hospitality have occurred during his working hour.
Consequently, the customers will benefit because of a stress-free atmosphere in the service
environment, which will make them enjoy the service more, and be loyal customers. It will
also benefit the business, as employees will feel threaten because of a serious deduction in
their monthly salary if they acted in bad, unprofessional manners, therefore, they will give
their best to please and satisfy the customers, which will lead to customers and business
satisfaction.

5) Safe-Keeping

regarding safekeeping, a problem has occurred during my first day at the gym, a customer
lost his mobile phone even though he securely locked it inside his locker, however when he
got back the lock was broke and his locker was opened. Additionally, there were no security
cameras in the lockers room, therefore it's recommended to install security cameras in
sensitive places such as the locker rooms, and to re-build new, strong and possibly electronic
lockers for the customer's belongings, so that they make sure that their belongings are highly
secured. This will benefit the customers as they will feel safe and valuable, and will benefit
the business, as more customers may register with the gym regarding their safe-keeping
methods.

6) Exceptions

The gym administration stated that the person who registers at the gym should not have
serious body injuries, regarding that it will be difficult for the personal trainer to train him
well. However, there is a huge segmentation of people who are willing to get fit and register
in a healthy training gym but they have some serious body injuries. Therefore it's
recommended that the gym should provide expert trainers as an exception for this
segmentation of people. As it will benefit the customers who are injured as they will finally
have the chance to live a healthy life, train and get the help that they need. It will also benefit
the business regarding the new segmentation that it will target, which will bring more
customers and financial revenue to the gym.

7) Billing

The billing process consumed quiet more time than it should, as the receptionist had to print
out class schedule and the bill with the gym's activation code that states that I am an active
member at the gym. Therefore it is recommended to reduce the amount of valuable time that
the billing process consumes. As the customers will benefit from the short time their
transactions are being done so they will feel that it's a professional, efficient and fast
company. The business will also benefit as it will not waste any second of its valuable time.

8) Payment

Regarding the payment, customers have to choices either to pay by cash or by credit card.
However if a self-service payment machine was provided, the payment process will be more
efficient for both the customers and the business. As the customers can finish their financial
payments without consuming all of their time waiting in line to make a payment, as they can
easily do it by their self. It will also benefit the business, as it will appear more modern and
professional gym in the eyes of its customers, in addition to saving the business's valuable
time, so that it can focus on other important issues rather than a regular payment.

Service scape

It's highly recommended in the gym's personal training class should add natural lightning to
the training room, as it will appear more open, bigger and pleasanter to the customers who
are training. It's also recommended to provide uniforms for the customers as well, so that the
general atmosphere will be filled with professional, yet energetic uniforms that will reflect the
brand image and position in its customers as well.