Research On Customer Satisfaction Survey And Promotion Strategy Of Jinan GT Fitness Hall Based On IPA Model

With the rapid development of China's economy and the improvement of living standards,the residents' demand for the quality of life and health care is increasing,and the commercial fitness clubs are developing rapidly.However,influenced by novel coronavirus pneumonia epidemic this year,commercial fitness clubs have been under severe pressure,and even some small fitness clubs have closed down.In order to make the commercial fitness club better meet the challenge,this paper conducts a questionnaire survey on the representative GT fitness club in Jinan,and analyzes the factors influencing customer satisfaction by using IPA model(Importance Performance analysis),The results show that: as a representative high-end fitness club in Jinan,GT gymnasium has been recognized by most customers.Customers have a good overall impression of GT fitness club,they are willing to spend again in GT fitness club,and are willing to recommend GT fitness club to others.However,according to the results of questionnaire survey and data analysis,factor 4.The convenience of online and offline course appointment,factor 5.The convenience of online and other means of group purchase and factor 6.The club can effectively use online means to update relevant information in time have similar customer importance perception and satisfaction perception.The importance and satisfaction of the other 26 factors are different,which need to be improved in different degrees.The results of IPA model analysis show that the indicators in the first quadrant(advantage area)play an important role in customer experience,and they need to continue to develop the advantages corresponding to 9 indicators;the indicators(8 items)in the second quadrant(maintenance area)can maintain the status quo without increasing investment;the importance and satisfaction of the eight indicators in the third quadrant(opportunity area)are lower than the average value,which can be changed according to the actual situation There are four indicators in the fourth quadrant(improvement area)that need to be improved urgently.Compared with the third quadrant,customers pay more attention to these indicators,and the indicators in this area should be put in the first place of priority development.In view of the problems existing in GT fitness club,the specific promotion strategies are as follows: strengthen the construction of GT brand,create characteristic courses and excellent courses belonging to GT fitness,improve the types of fitness products and enrich the course content.Create a clean and good fitness environment,provide safe fitness facilities and convenient surrounding facilities,and adjust the fitness price according to the surrounding consumption level.With the service concept of "customer is God",we should establish brand image,strengthen brand publicity and improve publicity channels.