Based On The Theory Of Customer Relationship Management(CRM)under The Fuzhou City Commercial Fitness Club Customer Satisfaction Research

As one of the important types of sports industry, the fitness club to enter the Chinese market since the1970s, with China’s per capita income increasing and urban and rural residents engel’s coefficient decline in living standards, people spend more money and leisure time for fitness consumption, under this background, the club will be large-scale development, In the rapid development, however, due to blindly increase the quantity, and alternative products and services is very strong, fierce competition. In this case, how to make sustainable fitness club management, sports industry has become the hot topic. Between the more and more realized that club competition is, in fact, customer competition, establishing stable relationship with customers as the best way to seek competitive advantage. Therefore, based on customer relationship management theory as the theoretical basis, this management concept as the research perspective of customer relationship management, standing in the Angle of both consumers and managers, strengthen and improve customer relationships, customer satisfaction management.In fuzhou city commercial fitness club customer satisfaction as the research object, in fuzhou. The commercial fitness club as investigation object, with the literature data method, interview method, questionnaire survey method, mathematical statistics and so on as the research method. First, collect a large number of commercial fitness clubs, customer relationship management theory and the literature of customer satisfaction, analysis and research to use, customer relationship management theory as the theoretical basis, from the customer relationship management concept, and develop the commercial fitness club customer satisfaction dimension scale. Secondly, according to the establishment of the commercial fitness club customer satisfaction dimension scale, design questionnaires, after statistical analysis induction, summarizes the different dimensions of customer satisfaction in the commercial fitness club features diversity, according to the results of analysis, proposed measures, realizes the commercial fitness club and the win-win between customers. This article research conclusion is:a, customer relationship management as the theoretical basis, customer relationship management concept from the perspective of relationship marketing, concludes that commercial fitness club of three dimensions:customer satisfaction marketing satisfaction, quality satisfaction, service satisfaction;2, commercial fitness club consumer crowd mainly women, for young and middle-aged population age, occupation distribution is more uniform, highly educated and high income proportion is larger; Three, in the quality dimensions, the club hardware to get customer affirmation, but club health management is not reasonable and credibility is low; Four, on the dimension of service, service responsiveness to get the customer’s affirmation, club service ChaShi recovery efficiency is low, the one-on-one personalized service does not reach the designated position; Five dimensions in which, in the marketing club products for customers, marketing channels, promotions, but fees are not satisfied with price.