Analysis And Countermeasure Research Of Customer Churn At Commercial Fitness Clubs

With the rapid economic development, fast improvement of living standards, and increamental transformation of comsumption concepts, the Chinese people are enjoying new healthy consumption ideas, and more and more of them are entering the fitness clubs at their leisure time. In the fierce competitive market, it is important to build up the custumer-oriented marketing concepts which emphasizes the customer relationship management. In order to attract more loyal customers and prevent the loss of custumers, it is also important to have a comprehensive understanding of target market and the needs of consumer groups and lay the base for designing the marketing activities and improving their facilities and services. A popular point of view argues that it is more important to keep an old custumer than to gain a new one, as loyal custumers purchase repeatedly, the clubs attach great importance on customer loyalty. So, a very tough problem all the clubs are facing is, how to keep the present customers and improve their satisfaction with the clubs. To solve this problem, this thesis aims to explore the following points:1, It conducts the literature review by analyzing the studies of the health clubs at home and abroad. By doing this, we know that in order to enhance their core competitiveness, the clubs must firmly establish a "customer-centric" management thinking and mode of operation,and understand customer needs more deeply. Through the analysis of the relative literature about service quality management, customer satisfaction and fitness-related entertainment services industry, we find that the loss of customers is closely related to three factors: the service quality, customer satisfaction and customer loyalty. And the relationship among these three factors is discussed further.2, It elaborats on the concept of customer satisfaction comprehensively and carefully, and analyzes the necessity and significance of the need for health clubs to carry out the Customer Satisfaction Index survey. Through the deep analysis of the factors determining the health club membership's satisfaction, we find that there are maily 14 variables underlining the club membership's satisfaction. According to the American Customer Statisfaction Index (ACSI) and the practical situation of Haosha Health Fitness Club, I constructed the model of the Member Satisfaction Index survey. This model reflects a causal relationship between factors in a combination of consumer psychology, some core concepts and structure inherited from the ACSI model, such as customer expectations, perceived quality, customer satisfaction, customer loyalty.While retaining the direct path, customer loyalty and customer satisfaction, the model includes another potential variable - customers feelings. Clubs need to catalyze the customer's emotions further. Only do customers feel very satisfied with the services and have strong feelings with the clubs, they will trust the clubs, and a relationship similar to a commitment between the customers and the clubs can be built up gradually. And only at this point, they will purchase repeatedly, give their oral recommendation to others; these can be called "real customer loyalty." Then, it offers three-layer indicators system which measures the membership satisfaction of Haosha Health Club: the target satisfaction level for their membership's satisfaction; the item layer for four variables: coaching, courses, facilities, services and prices convinience; the factor layer containing a total of 14 lesser terms. And the weights of the indicators at all levels are determined in the questionnaire of customer evaluation. In addition, by using SPSS17.0, the thesis analyzes the data of membership's satisfaction, and it validates the reliability and validity of the questionnaire. The results show that the evaluation of indicator system and questionnaire for the Haosha Health Club is reasonable and applicable. The final satisfaction of Haosha Health Club is 84.58%, and its projects with competitive advantages are professional competence of coaches, enthusiasm, the importance of the curriculum setting and satisfaction; and these should be enhenced in the future. For the sports facilities and equipment with a higher level of importance and low satisfaction, the club needs to intensify its improvements as soon as possible. For the aspects with lesser importance but high satisfaction, such as courses updates, sports atmosphere, the overall health conditions, waiter's attitudes, the club can keep the momentum and take the advantages of these factors.3, Based on the analysis and summarization of the results of data mining research at home and abroad, the thesis focuses on analysis of the loss of customers based on data mining. Following the general process and by data-mining the personal characteristics of members, service satisfaction, and loyalty excavation analysis, it describes the modeling process of the loss of customers based on the weka data mining platform. It in details describes the structure of customer churn model thinking, and analyzes the whole modeling process of the loss of customers, from the defintion, the modeling data settings factors such as data preparation, cleaning, the establishment of variables, to the constuction and evaluation of the model. We clearly find that the loss of membership of the club is closely interwined with customer satisfaction, loyalty and achieved fitness results. Therefore, a health club with limited funds should work hard to improve itself in the following aspects: upgrading the qualities of the coaches, adding more innovative courses to attract members, and increasing their exercise frequencies so as to achieve better fitness results.Based on the principle of practicality and effectiveness, this study analyzes the basic characteristics of the individual customers and their satisfaction of the services offered by the health club and loyalty to the club. Then, it extracts the variables affecting the loss of customers, on which the forcasting model about the loss of customers is based. The application results have shown that the model is a scientific one, and basically in line with the actual situation, and able to provide necessary information and solutions for the decision makers.