Service Quality Fitness Sites On The Impact Of Customer Satisfaction And Loyalty

Nowadays, as global service is developing rapidly, quality of service shows growing importance. The increasing competition between various service companies has already made how to improve service quality to satisfy customers the only choice for service companies to succeed. As a new industry, physical fitness industry hangs on service quality as well. Particularly, high-end fitness sites seek credibility, market, and economic and social benefits by the means of improving their service quality. So the improvement of service quality is a key factor for high-end fitness sites to win high customer satisfaction and high customer loyalty.Our research aims at fitness sites. Based on study about the correlation between service quality, customer satisfaction and customer loyalty, we build up the overall framework of the study about service quality, customer satisfaction and customer loyalty on the basis of the four dimensions from Yong & Donna's SSQRS model, which are environment quality, interaction quality, program quality and outcome quality. Besides, we randomly sampled 668 members from the high, medium and low fitness clubs and conducted a questionnaire surveying about the customers' occupation, education, etc., the customers evaluations about the service quality of fitness sites, customer satisfaction and loyalty. And the SPSS statistical analysis of collected data indicates that, in general, different customers have different evaluations about the fitness sites' service quality, and the service quality has a strong relationship with both customer satisfaction and customer loyalty and it also exerts a positive influence on the latter ones. However, customer satisfaction has weak correlation with customer loyalty. Customer loyalty won't increase until customers are quite satisfied. Based on the problems found during our research, the paper proposes a number of related recommendations to optimize the service quality of fitness sites, improve service quality management system to improve customer loyalty.