Pls Structural Equation Model-based The Tianjin Fitness Club Customer Satisfaction Research

With the rapid economic development, people's demand level is gradually rising, and the attitudes of life are also changing. In resolving the basic problems of food and clothing, people start to pay attention to health and mental enjoyment, therefore physical fitness industry has also ushered in with new opportunities and challenges. In this new historical period, how to plan fitness programs and products in line with customers'demand, to enhance the customers'satisfaction with the service and to maintain the health fitness industry in order to have a sustainable development have all become important subjects to the operators. In this context, this paper starts with the customers'satisfaction of the fitness club, and makes an in-depth study and empirical analysis through the way of literature material, observation and questionnaire survey. And major work and research results are as follows:In the four factors which affect the customers'satisfaction, perceiving quality has the most direct impact on it and much deeper than the degree which perceiving value caused. This indicates that consumers in Tianjin belong to the quality preference in the aspect of physical fitness. From the analysis of the numerical difference, this bias is rather obvious. While the brand image and the customers'satisfaction are negatively related to each other, which means a good brand image can not give the customers a higher service satisfaction. In addition, customers'expectations and customers'satisfaction are positively related as well, and there didn't exist the phenomenon that the higher the expectations the greater the disappointment. This also shows that consumers in Tianjin have a full understanding and evaluation about the product and the quality before they choose a fitness club, without forming higher expectations. Therefore, only to improve the product and quality of the fitness club, can we quickly improve the customers'satisfaction. Among all the factors in influencing the perceiving quality, the overall quality of the club, facilities service, environment, facilities, staff attitude, timeliness of the service all have positive correlation with the perceiving quality. The overall quality and the service facilities reach the most. Therefore, clubs should pay special attention to the completeness of the service facilities and the functions, and their diversity, and also should be integrated in order to improve the overall quality of the service. Secondly, the club's surrounding environment, facilities, service attitude, service efficiency and service tracking can not be ignored. Empirical result also shows that the overall customers' satisfaction degree is rather low in Tianjin, which shows that customers'satisfaction level need to be upgraded.Through the comprehensive analysis of the result, the author proposes a series of measurements according to the customers'satisfaction degree of the Tianjin fitness club:reasonably arranging the opening hours, improving the facilities environment of the club, emphasizing the role of the private coach, paying attention to the staff election and training, dealing effectively of the complaints of the club, managing customers'expectations, establishing a integrated service quality management system and improving the communication with the customers, in order to ultimately enhance the customers'satisfaction.