Commercial Fitness Club Customer Satisfaction Research

Since China’s reform and opening up,with the rapid development of China’s political economy,people’s living standards increasing,the pace of life also gradually improve,people’s consumption concept also gradually shift,healthy consumption concept is becoming more and more thorough popular feeling. Since 1995 since the implementation of “national fitness program outline”in our country,the mass sports activities to flourish,people’s fitness consciousness also gradually increase,more and more consumers begin to pursue modern lifestyles and consumption patterns,commercial fitness clubs in this context have sprung up to grow,become more common. However each club in the competition on the blind pursuit of quantity,but neglected its competition is,in fact,the customer’s competition,commercial fitness club members how to strive for more,establish a stable customer relationship as the best way to seek competitive advantage,therefore,this study based on reading lots of literature,from the perspective of relationship marketing in customer relationship management theory to explore the commercial fitness club the problem of customer satisfaction,and put forward feasible suggestions.Taking linfen city ten commercial fitness club were investigated, through research papers, the following main conclusions:(1) commercial fitness club consumer more women than men in the crowd;Unit worker is given priority to;Mainly young and middle-aged people;Give priority to with high education,high income;(2) on the dimension of quality evaluation in commercial health club,customers of the club’s hardware facilities and technical level of the coaches are satisfied,the club around environmental hygiene is bad, the club staff efficiency is low,can’t communicate with customers in a timely and effective manner;(3) in the commercial fitness club service customer satisfaction dimensions,the club staff’s service attitude is approved,the coaches a strong sense of responsibility,one-on-one personalized service and service Cha Shi remedy on the efficiency of some lack;(4) the dimensions of customer satisfaction in the commercial fitness club marketing,service product variety is complete,fitness content is rich,propaganda,preferential policies is quite little,price is not reasonable. Are as follows:(1) the club to rich fitness equipment category,enhance the overall quality of the equipment,beautify the fitness environment,repair and maintenance of customer fitness safety performance;(2) to strengthen the communication between members,create diversified service products,meet the personalized needs of different groups;(3) to cultivate excellent coach team,following the fitness trend,track member fitness results,improve the quality of service of the club and popularity;(4) according to their own commercial health club industry developing CRM management goal,understanding customer behavior,build customer file,pay attention to the construction of the concept of CRM.