Research On Influence Of Sports Club's Brand Image On Customer Loyalty

As far as we known,sports fitness club has become the most prominent product of sports industrializing and marketizing.Our country's fitness club has gradually developed from initial small workshops into today's large and comprehensive fitness entertainment.Sports clubs is important carrier of nationwide fitness campaign.How to establish good brand and how to improve loyalty of club's customers,which become the important research theme now.Taking sports club enterprise as an example,the paper refined five main measuring dimensions of sports clubs' brand image by reviewing the domestic and foreign related research literature,regarding consumer perceived value as the intermediary variable to establish the model of brand image and customer loyalty,then made the empirical analysis on the basis of survey data.The conclusions as follows.First,the brand image of sports club can be divided into five dimensions,which are sport projects,interacting between employees,environment and sports equipment,exercise results,and supporting service;Second,the image elements directly influence customer's loyalty to sports club.The largest impact element is supporting service,then followed by exercise results,staff interaction,environment and sports equipment,and sport projects which is the least important;Third,most elements of sports club brand image have effect to consumers' perceived value.The largest impact element is supporting service,then followed by environment and sports equipment,exercise result,employee interaction,and sport projects which is the least important;Fourth,consumers perceived value plays a role of intermediary variable between brand image and customer loyalty.Enterprises' brand image indirectly affect the brand loyalty by influencing the variable of consumer perceived value.Combined with conclusions,the paper puts forward some suggestions.First,clubs should attach great importance to the brand image and pay attention to five elements of sports club's brand image.Secondly,in the process of building brand image,fitness enterprises should list supporting service as the key element to make brand differentially.Thirdly,it is necessary to construct fitness brand image accord to consumer perceived value.Accord to the conclusion,we know that brand loyalty can be promoted graetly by improving the customers' perception to brand value.