University of Mohaghegh Ardabili Research in Sport Management and Marketing 2783-2392 2 2 2021 06 01 Identification of Factors Affecting the Selection of Women's Gyms 1 13 1272 10.22098/rsmm.2021.1272 EN Abbas Naghizadeh-Baghi Associate Professor of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran Masoud Imanzadeh Assistant Professor of Sport Management, Islamic Azad University Ardabil Branch, Ardabil, Iran Mitra Lalfam MA of Sport Management, Islamic Azad University Ardabil Branch, Ardabil, Iran Farzad Nobakht Sareban Associate Professor of Sports Management, University of Mohaghegh Ardabili, Ardabil, Iran Majid Javid Ph.D. of Sport Management, University of Tehran, Tehran, Iran Journal Article 2021 08 15 <strong>Purpose</strong><strong>: </strong>Gymnasiums need to identify and strengthen the factors influencing customer attraction to grow and survive. Examining and recognizing the factors that lead to attracting people to such places is important in sports management. The purpose of this study was to identify and classify the factors affecting the selection of women's gymnasium using factor analysis method.<br /><strong>Methods:</strong> The research method is applied and the main strategy of the research is a mixed-method and it was implemented in the field. The statistical population of the study includes all customers of       Ardabil women's gyms. Using the Cochran's formula, the sample size was 384 people and the random sampling method was used to select the sample units. The measuring tools included interviews and questionnaires. Participants were selected using purposeful sampling for the interview and theoretical saturation was reached when the number of participants reached 12. Open coding was performed using MAXQDA12 software and a research questionnaire was developed using 44 codes. The data were analyzed by SPSS₂₆ software using Exploratory Factor Analysis test.<br /><strong>Results</strong><strong>:</strong><strong> </strong>The results showed that 44 final characteristics affecting the selection of the gym were factorized into 8 factors by factor analysis and these factors explain 67% of the total variance.<br /><strong>Conclusion:</strong>   Factors influencing the selection of women's gymnasiums in order of priority include Physical Evidence, process, Place, price, product, People, Promotion and Privacy. https://rsmm.uma.ac.ir/article_1272_5cf58b441a6cfb0684458f864270d82b.pdf