Study On Customer Value Evaluation And Management Strategy In Yoga Market

Due to its convenient way of practicing yoga practice effect and obvious,get rapid development in our country,in the face of the large market demand,the yoga market for customer value management still exist many problems,how to accurately measure the fitness club customer value,solve the problem of customer value promotion,is a fitness club management innovation,to enhance the customer experience difficulty and breakthrough.Drawing on previous research results,this study try to understand the way of yoga market customer value evaluation index system and measurement scale has carried on the preliminary development,through in-depth interviews from 86 respondents,the open coding,axial coding,selective coding technology approach,developed a yoga market customer value evaluation index including four dimensions and 16 observation index.Among them,the product quality index has 4 observation indexes,including the richness of yoga course,the significance of course effect,the competitiveness of course cost and the degree of instructor professionalism.Service quality indicators,including service convenience,service matching,technical service quality,member service quality and customer demand processing.Brand strength index,with brand awareness,brand reputation,brand economic strength and brand credibility four observation indicators;The relationship effect index has three observation indexes: customer relationship,social relationship and relationship transformation.On this basis,based on the literature and interview content,this paper developed the yoga market customer value evaluation index measurement scale.In this study,through large-scale scale data investigation,purification,validity test and predictive validity test were carried out on the developed indicators and scales,so as to form a systematic and reliable customer value evaluation system and corresponding measurement scales.At the same time,in the yoga market consumer customer value evaluation index system on the basis of the research conclusion,this study for yoga market management and enhance customer value,respectively,in the service quality,product quality and brand strength and the relationship between effect management strategy,puts forward the specific terms of guidance service innovation system and marketing strategy,differentiated products customers repeatedly purchase service,share experience,so as to promote yoga service sales revenue and profit margins.