Abstract
The purpose of study was to examine the relative importance of servicescape, identify the optimal combination, and predict the market share in fitness centers. We conducted a conjoint analysis on users of fitness centers located in Seoul. As a primary result, it was found that the spatial layout, particularly 'sufficient exercise space', was considered most important. Secondly, cleanliness, specifically 'well-maintained fitness equipment', was deemed important following spatial layout. Next, users emphasized the importance of ambient conditions, especially 'well-managed heating, ventilation, and air-conditioning'. However, aesthetics, specifically 'Attractive interior design', was not considered as significant compared to other attributes. The optimal combination of servicescape was identified to be 'sufficient exercise space, well-maintained fitness equipment, and an attractive interior design within a well-managed heating, ventilation, and air conditioning'. Finally, the combination of 'sufficient exercise space, attractive interior design, well-managed heating, ventilation and air-conditioning, and well-maintained fitness equipment' was associated with the highest market share. From an academic perspective, this study holds significance in reaffirming the meaning and impact of servicescape on consumers. Additionally, it provides practical implications that assist in determining the direction for sustainable facility improvement and management of the fitness center.