An Estimation of Customer Lifetime Value Based on Quality of Services in Mashhad Body Building Gyms

The purpose of the present study is to review an estimation of customer lifetime value (CLV) based on quality of services provided by Mashhad body building gyms. The research method was correlational description and it had an estimation approach. The Research statistical population consisted of those who enrolled in body building gyms in Mashhad for at least 6 months, among whom 384 members were studied in different gyms ranked from 1 to 3 with respect to their cooperation and accessibility. The research instruments consisted of 2 standard questionnaires including Services Quality by Parmason et al. (1985) and Customer Lifetime Value by Vow Vali (2011) which were distributed among the customers in the gyms through a stratified way.  SPSS and LIZREL software programs were used for data analysis. The results showed that by 95% confidence level it can be said that quality of services provided by the gyms can have a significantly positive effect on CLV while no significant correlation was observed between CLV and ranking of the gyms. On the other hand, quality of services and ranking of the gyms have a significant impact on CLV. Therefore, it is recommended to the directors of the gyms to pay more attention to the components which enhance service quality and ranking of their gyms.