Research On Present Situation And Upgrade Strategy Of Customer Satisfaction Of Fitness Clubs In Jinan

With the rapid economic development of jinan, because of the increasing leisure time of residents and awakening consciousness of sports consumption, Sports fitness club have sprung up all over in every corner. But with the competition constantly intense, how can the club stick to a profit in the process of development, the key is satisfaction of customer.The research object is fitness customers of Ginzn and Emgrand, combination of qualitative and quantitative analysis to analyze customer satisfaction of fitness club in Jinan. In the Ginza fitness harmony shops, ginza fitness garden road shops, emgrand world trade shops, emgrand wanda shops 200 questionnaires were issued. Based on Document Literature, Mathematical Statistics and Questionnaire to study customer satisfaction.Through SPSS20.0 software to statistics customer satisfaction of fitness club, take example by CCSI to establish the indicator system of customer satisfaction and then to analyze the impact factor of customer satisfaction by SmartPLS2.0 software. The following conclusion.(1)Customers that more women than men are focus primarily on middle-aged and young people between the age of 26 to 45. Undergraduate who’s monthly income is concentrated in the 2000-10000 yuan and engaged in the civil service, business and services occupied the largest proportion.(2)Customers are not satisfied for the overall quality of service but the service attitude. The mean of satisfaction level 4 index system from high to low in the first four bits are respectively:Service attitude (4.05), The coach technology (3.92), Fitness facilities (3.91).Fitness surroundings (3.90)(3)The mean of brand loyalty (3.480) is lowest in Satisfaction secondary indexes,the level of accept the rising price (3.04) is lowest in Level 4 indicators.(4)The factors of affecting customer satisfaction from high to low respectively is Perceived Quality (3.879), Brand Image (3.823), Expected Quality (3.755), Perceived Value (3.672), Customer Satisfaction (3.685).Customer Loyalty (3.480)(5)The clubs that is not enough to attend to brand image should satisfy the needs of customer personalization and focus on combining promoted posts and actual condition.(6) The key of sustainable development of fitness clubs is that to improve the quality and efficiency of fitness service not in reducing the membership fee.(7) Because of the clubs shows great gap between promoted posts and promoted posts,the customers has a great pshchological letdown in the process.(8)The clubs should that improve the perceived quality as the key link,perfect administration of staff,put safety measures into daily life, maintain fitness facilities in time, innovate fitness course, optimize fitness environment, pay attention to experience of process and quality of fitness.(9)To establish Quality management system of the club,make the club management from rule of the man to rule of the law, define the role of staff members.