Customer Satisfaction Research In Intermediate And Top Body-building Clubs In Beijing

As one of the critical components in the third industry,sports industry has an on-going increasing contribution in the national economy.At the center of it,body-building and amusement industry is playing a key role in the development of sports equipment manufacturing industry,sports architecture industry and sports consultancy industry.The growth of body-building and amusement industry requires more and more customers to join in body-building clubs and turn into loyal clients.Therefore, how to maximize the abilities to satisfy the needs of customers becomes one of the premises of existence for many companies in the body-building field.This dissertation focused its analysis on apperceive quality,apperceive values and loyalty towards the customer satisfaction of body-building products and clubs using literature review method,questionnaire investigation method,on-the-spot investigation method as well as professional interviewing method.Customers in intermediate or top body-building clubs in Beijing were selected as research responses.On one hand,the summary of customer satisfaction in intermediate and top clubs was generated by gathering and analyzing the collected data.On the other hand,by classifying and comparing the data and testing the satisfaction degree in each research category,the categories with lower satisfaction degree could be identified and specific recommendations were given.In accordance with the research,generally,customers in the intermediate or top body-building clubs did not feel fully satisfied.More specifically,they reckoned that many improvements were urgently required in the fields of professional skills and service attitudes of staff in clubs,the possibility of over-lapping purchases of customers as well as the comparison between current and perspective products and services.Meanwhile,customers rated higher satisfaction on top clubs than intermediate ones in terms of absence of falsity and higher qualities of extra services;whist intermediate clubs have obtained price advantages.Referencing the theory of total quality control,this dissertation was suggesting that the clubs pay more attention to the staff training and management on the basis of service quality and staff attendance,improve the Cost-Performance Ratio according to the actual demands of customers and deal with the relationships between efficiency and effectiveness.The 29th Olympic Games in Beijing 2008 is coming soon.It is not only a great opportunity for the city construction,but also has comprehensive impacts on the development of sports industry in Beijing.Accelerating by the Olympic Games,sports consumption would become an very important part of people's daily life,which will have great positive influences on the body-building and amusement marketplace in Beijing and lead the development of body-building clubs to a faster and more comprehensive future.