Research On Improving Service Quality Of Commercial Fitness Clubs From Service Recovery View

Improving service quality is the eternal theme of commercial fitness club(abbreviation Club) development. In recent years, Customer complaints manifest several new features such as high frequency,concentration, contagion, etc, which can Increased consumer distrust club industry as a whole. Service recovery is generally poor performance in the club industry,however attach great importance of the consumer,which is suitable for the club to seek a breakthrough of competitive advantage. Theorists on clubs to enhance the quality of service issues around "how to assess" and "how to improve". The later one can be generalized to "meet the needs " and "avoid discontent". Remedy for service failure is seldom. so,the study used content analysis, expert surveys,focus group discussions, field trips and other research methods,explore how to improve the service quality from the service recovery perspective.The main conclusions are as follows:First, build Evaluation Content System of clubs Service Quality.According to the changing needs of consumers, including 7 level indicators :service environment, service facilities, services, service staff and security service, security service time, service recovery,17 secondary indicators, 35 three indicators.Second, analysis of the mistakes in the club. According to the evaluation system and consumer reviews about the service quality. Based on the overall analysis of consumer satisfaction with the quality of service clubs, summarize 23 major issues in consumer dissatisfaction.Third, format service recovery system. As an important part of the quality of service, Service Recovery system including, reliability,empathy, responsiveness, assurance four dimensions. reliability including Recognition of the problem, take the remedial responsibility,attention to ask questions; Including an explanation of the reasons of empathy, to help choose the best remedy, sincere efforts by the performance and other service personnel can control their own efforts;empathy Including an explanation of the reasons of empathy, to help choose the best remedy, sincere efforts by the performance and other service,that personnel can control by their own efforts; responsiveness including complain department、clarify the steps to solve the problem and give feedback; Assurance including compensation, provide follow-up service quality standards and reach the service standard of compensation commitments.Fourth, Research on the Relationship between Service Recovery And Consumers’ Behavioral in the Club.Integration fairness and emotional theory and through theoretical and empirical methods, this paper analyzes the influences mechanism of perceived justice, negative emotions and consumer involvement in the service recovery and consumersbehavioral intentions of the Commercial Fitness Club. The result shows that perceived justice plays the partial intermediary role between service recovery and consumers’ behavioral intention, and negative emotions plays wholly intermediary role between service recovery and consumers behavioral intentions. Different level of involvement has different effect on the relationship between service recovery and consumers behavioral intentions. Consumers with high level of involvement mainly through perceive justice, Consumers with low level involvement mainly through negative emotion effect on the relationship between service recovery and consumers behavioral intentions. The conclusions have great significance for the Commercial Fitness Club to improve service quality recovery.Fifth, avoid service failure research. Based on Chinese traditional ideology and culture of "feeling-rationality-legal" criterion, by exploratory factor analysis of the service failure will be divided into" Harmful feelings”、Unconscionable"、"illegal" three types. Follow "The result-cause" of logical thinking, Explore resulting in club made Harmful feelings”、Unconscionable"、"illegal" behavior. Clubs can enhance the club’s service recovery system, establish the fitness industry credit information sharing platform, refine consumer protection laws and regulations and other efforts to avoid service failures repeatedly occur.