An Empirical Study On The Influencing Factors Of Customer Loyalty In Fitness Clubs

With the continuous advancement of the national fitness program,people gradually realize the importance of physical exercise for health,and the demand for fitness consumption continues to expand.The party and the country also attach great importance to the development of the sports industry.In August 2019,the "Outline for the Construction of a Powerful Sports Country" proposed that by 2035,the sports industry will be larger,livelier,and better,becoming the goal of the pillar industry of the national economy;September 2019 The "Opinions on Promoting National Fitness and Sports Consumption to Promote the High-Quality Development of the Sports Industry" proposes to vigorously cultivate services such as fitness and leisure,and strives to account for 60% of the added value of the sports service industry by2022.The support of market demand and policies has attracted a large amount of capital influx into the fitness industry,resulting in an extremely fierce competition in the fitness industry.Some clubs find it difficult to maintain profits steadily and fall into a state of loss,and the phenomenon of "running" in the gym is endless.Behaviors such as repeated purchases by loyal customers are the guarantee for the sustainable development of fitness clubs.In order to explore the influencing factors of fitness club customer loyalty,this study adopted literature research method,expert survey method,questionnaire survey method and empirical research method,combined with relevant research results and the current situation of China's fitness industry,to build a "customer loyalty,service scenario,Service quality,perceivedvalue,corporate image,conversion cost " and put forward hypotheses,carry out a questionnaire survey on 9 fitness clubs,useing the software SPSS25.0 to process the sample data,and finally test the hypothesis through quantitative analysis.The main conclusions are as follows:There are certain differences in the distribution of fitness groups in demographic variables,but there is no significant difference in customer loyalty between different groups in terms of gender,age,education level,occupation,and income level.Correlation analysis shows that there is a significant positive correlation between customer loyalty and service scenarios,service quality,perceived value,and conversion costs,and no correlation with corporate image;there is a positive correlation between perceived value and service scenarios and service quality;There is no correlation between the four variables of corporate image,service scenario,service quality,and conversion cost.In the hierarchical regression analysis,demographic variables are used as control variables,customer loyalty as the dependent variable,and perceived value,service scenario,service quality,and conversion cost are used as independent variables to establish a regression model.The results show that perceived value,service scenario,and service Quality and switching costs have a significant positive impact on the fitness club ' s customer loyalty,and the degree of impact decreases in turn.The analysis of intermediary role shows that perceived value has a partial intermediary effect on service scenarios and customer loyalty,and 21.7% of the impact of service scenarios on customer loyalty is achieved through the intermediary role of perceived value;perceived value has a partial intermediary on service quality and customer loyalty Function,and the effect of service quality on customer loyalty is 22.3% through the intermediary role of perceived value.According to the conclusion of empirical analysis,this study mainly putsforward the following suggestions for the operation and management of fitness clubs:first,implementing customer value management;second,optimizing service scenarios;third,ensuring high-quality service quality;fourth,improving customer conversion Cost;Fifth,strengthen the management of complaints and opinions,and deal with customer dissatisfaction in a timely manner;Sixth,every customer is a potential loyal customer,treat customers equally,and do not treat each other equally.