Strategic Marketing Planning and Its Impact on Service Quality: Case Study at Sky GYM

Abstract

The study aims to find the impact of strategic marketing planning on the quality of service (case study from the Jordanian field: Sky Gym).

The methodology: The study used a quantitative approach, with 150 questionnaires delivered to Sky Gym clients. Testing the hypothesis through the "Analysis of Moment Structure" 21 software (AMOS) was used in combination with SPSS 21.00 and structural equation modeling (SEM).

The findings: The study shows a meaningful relationship between several organizational aspects and strategic planning in the Sky Gym. Strategic planning has a positive impact on recreational services. Strategic planning enhances client satisfaction; strategic planning harms client response; strategic management and the available financial capabilities and facilities are positively correlated.

The recommendations: Because the gym's clients are mostly young people, it is recommended to develop techniques explicitly targeting this group, as well as work on customizing the gym's strategic plans in a way that leads to increasing the effectiveness of the gym's activities.

In general, it is recommended that companies prioritize strategic planning projects, work on financing them, and review and modify strategic plans continuously in response to constantly changing circumstances. In the field of scientific research, it is recommended to expand research in the area of organizational performance and strategic planning.