Fitness Coach Training Customer Satisfaction Research Based On ACSI Model

The advent of the national fitness era and the rise of the fitness service industry lead to the development of the fitness coach training industry.However,the fitness coach training industry is currently in an unmanaged,unqualified,and unsecured market situation.Low levels of service quality and price brands are common.These problems not only make it difficult for customers to choose the right training class,but also affecting the sustainable development of the fitness coach training industry in the long run.For fitness coach training institutions,the management of customer satisfaction can promote the improvement of their own brand value and the basis for developing existing customers to become loyal customers.The American Customer Satisfaction Index(ACSI)is an index model to analyze the customer satisfaction of products and services provided by an enterprise,which includes customer expectations,perceived value,customer satisfaction and other causal variables.This essay reviews the existing concepts related to customer satisfaction,such as customer expectations,customer satisfaction,perceived quality,perceived value,customer loyalty,and customer complaints.Based on the ACSI and the existing research results,this research aims to explore the causal relationship between antecedent variables and outcome variables of fitness coach training customer satisfaction.In addition,social media engagement is added as a moderating variable to explore whether social media participation in fitness coach training will strengthen the relationship between customer satisfaction on customer loyalty and customer complaints.In this essay,a formal survey questionnaire is formed by referring to the results of maturity scales and analysis of pre-survey data,combined with the actual situation of the fitness coach training industry.The questionnaires are collected from customers in five fitness coach institution in Shanghai on the spot and finally got 400 valid questionnaires.SPSS 26.0 and AMOS 24.0 were used to process the sample data using data analysis methods such as reliability analysis,exploratory factor analysis,confirmatory factor analysis,structural model path analysis,and moderating effect analysis.The results show that in the fitness coach training industry,customer expectations positively affect perceived value and customer satisfaction,perceived quality positively affects perceived value and customer satisfaction,and perceived value has a positive impact on customer satisfaction.Customer satisfaction positively affects customer loyalty and negatively affects customer complaints.Social media engagement positively moderates the degree to which customer satisfaction affects customer loyalty while it does not have moderating effect on the customer complaints.Provide the following management marketing suggestions for fitness coach training through the findings of this essay.(1)Adopt online and offline joint publicity methods to improve publicity channels,publicity efforts to increase overall customer expectations.(2)Fitness training institutions provide effective teaching organization and management systems to ensure the effectiveness of fitness coach training in order to improve their service quality.(3)Marketers of fitness training institutions can publish interesting content related to fitness knowledge or personal brand stories on public social platforms to collect retweets from friends,and increase the frequency of interaction between themselves and customers on social media platforms,increasing customer loyalty while reducing customer complaints.Limitations of this study and future research suggestions:(1)To further enhance the generalization ability of the theoretical model,future research can select samples of fitness training customers in different regions and appropriately expand the sample size.(2)Social media participation may not be the only moderating variable.The demographic characteristics of fitness coach training customers may also regulate the relationship strength of related variables,such as gender,age,and education status.Future research may select a number of demographic characteristic variables for the analysis of regulatory effects.(3)This research converts social media engagement into categorical variables and uses hierarchical regression analysis to analyze the moderating effects.Although this analysis is supported by the literature,it inevitably loses some variable information.It is suggested that follow-up research can use statistical software to treat social media participation as a continuous variable and perform a regulatory effect analysis to better maintain the integrity of variable information.