Research On Service Quality And Customer Loyalty Of Fitness Club

According to the National Sports Industry Base Development Report(2017/2018),the sports industry is showing strong vitality.Commercial fitness clubs have flourished,which ushers fitness industry in a new stage of rapid development.However,the initial stage of development of the fitness industry was chaotic.Operators carried out preemptive commercial expansion resulting into dissatisfaction towards quality of current fitness industry service.In view of this situation,this study investigated 529 members of 7 fitness clubs in Wuhan.We understood the basic characteristics of quality of fitness club service and customer loyalty perceived by members according to descriptive statistics and single factor variance analysis.Pearson correlation,univariate regression,and multiple linear were used for exploring the relationship between quality of fitness club service and customer loyalty.The purpose of this thesis is to promote positive development of fitness industry,enhance.The research results of the thesis are as follows:1.The average of 5 levels of service quality of fitness clubs is above 3;The average of four levels of customer loyalty is above 3.2.There were explicit and significant differences in various aspects of different age groups,gender groups,education levels,quality of one-year accumulative consumption levels service and customer loyalty(P<0.01).3.There were significant differences in quality of service:quality of projects,reliable quality,interactive quality and environmental quality among different occupations(P<0.05);There were significant differences in the quality of service among different monthly income groups in the quality of results,reliable quality,interactive quality and environmental quality(P<0.05).4.There were significant differences in recommendation intention,purchase intention and price complaint in customer loyalty among different monthly income groups(P<0.05).5.There was a significant positive correlation between service quality and customer loyalty(r=0.835,P<0.01).Among them,project quality in service quality has significant predictive effects on customer loyalty.The research conclusions of this thesis are as follows:1.currently,the overall service quality of fitness clubs is comparatively high while.the project quality is at a comparatively low level.2.The general level of fitness club customer loyalty is satisfactory.3.Gender,age,education level and consumption situation are all cardinal factors affe cting service quality.4.Age,education level and consumption situation are all key factors affecting custo mer loyalty.5.Project quality has a significant positive prediction effect on all le'vels of customer loyalty.6.Statistics demonstrate that service quality has a significant impact on customer loy alty,that is,the loyalty of fitness club members to fitness club changes with the fluctuatio n of service quality level.The specific relationship is as follows:Customer loyalty=0.349+0.417*project quality+0.128*reliability quality+0.082* result quality+0.178*interaction quality+0.078*environment quality.