Empirical Research On Yoga Fitness Club Customer Loyalty Drivers

Over the past ten years, yoga industry has developed so rapidly in our country, and so many yoga fitness clubs have emerged. As a service industry, yoga fitness club strived to fight for the passenger source from the first day of its birth. After years of development, yoga industry develops steadily and yoga fitness clubs’stable members mostly are come from loyal customers or the new customers who were recommended by the loyalty customers. Thus we can see that, it is an effective way for the yoga fitness clubs to stable source and ensure profits is to improve customer loyalty.The author has read a lot of domestic and foreign literature on the driving factor of customer loyalty, combing theory, choosing Tianjin Shida Yoga Fitness Club as the research object, referring to previous studies on customer satisfaction, theoretical model of customer loyalty, and established a conceptual model which use "customer expectation", "’perceived value", "perceived service", "emotional bonds", and "customer satisfaction" as the variables. We choose to use structural equation model by statistical analysis method in this research, through questionnaire survey to obtain data on Shida Yoga Fitness Club and its chain club members. We set up the concept model with inspection and modification, finally get the customer loyalty driven model of Tianjin yoga fitness club.The main conclusions of validation:customer expectation has a negative correlation relationship to perceived service and perceived value; Customer expectation is negatively related to perceived value through perceived service; It also has a negative correlation with customer satisfaction through perceived value; There are two sides of perceived value:the function value and the value of experience, which positive relationship exists between them. Perceived service has a positive correlation with perceived value and has a significant positive effect on customer satisfaction through perceived value. Customer satisfaction has a significant positive correlation relationship with customer loyalty, and it has a positive effect on customer loyalty indirectly through emotional bonds. Emotional bonds have a positive correlation with customer loyalty.