Analysis And Application On Participant Sport Consumer Loyalty And Satisfaction

With the improvement of people’s health awareness, the entertainment of physical fitness developed, which led to people’s participation in sports consumption, participatory sports consumption has become an important part of the modern consumption. In order to understand the factors involved in satisfaction and loyalty of consumers of participatory sports, I choose the Commercial Fitness Club in Guiyang as an example to study. Firstly, to determine the object of study by visiting survey; Secondly, according to the research achievements of predecessors’ preliminary assessment in latitude to determined the satisfaction and loyalty; Then through the pre-questionnaire to test the reliability and validity to finalize the satisfaction and loyalty of the evaluation questionnaire.Mainly use the literature material method, visiting investigation and questionnaire survey for data collection, data were analyzed with SPSS. First,to analyze all dimensions and the overall satisfaction of questionnaire of the satisfaction and describing statistical analysis, then analyze the loyalty questionnaire, mainly adopt the single factor analysis of variance and independent sample t-test analysis method.The analysis results show that a participant spo rt consumer good satisfaction and loyalty, through t he difference of different groups of analysis that the loyalty of different income levels of participat ion in sports consumer has a significant impact, th ere were no significant effect of different gender,age, education and occupation loyalty to the parti cipating sports consumer. Thus, summed up because ofour province in China’s less developed regions, mo st of its income people to use to daily living ex penses, fitness and entertainment consumption also be long to the luxury consumer, for most people, there fore, the income level of people participating in s ports consumption has become the main factors.