Improving Retention in Ginásio Clube Português

In this work we study the churning behavior of the members of Ginásio Clube Português. We conducted a survey to measure member satisfaction and to identify areas for improvement in the Club. Then we conduct a statistical analysis to understand what influences the number of years members stay in the Club before churning. We use Cox Regression model to explain churn, as if it was a survival model. The conclusions allow us to identify specific segments with different churning behaviors and understand how to target them. It is interesting to observe that the level of satisfaction has a low impact on the probability of churning, contrary to the member profile.

Autorentext

David Novo is Master of Business Administration, by Catolica Business School of Business and Economics. He is auditing in Deloitte.Rute Xavier was a consultant in Accenture, since 1996. She lecturers Project Management and Strategic Management Consulting Project in CLSBE. She is Master in Finance by CLSBE and she has a degree in Economics by NSBE.