Research On Customer Satisfaction Status And Influencing Factors Of Fitness Clubs In Jin Jiang

On the one hand,as the health club industry has experienced many industry reshuffles and the impact of COVID-19,the whole industry is gradually showing a trend of diversified development.On the other hand,some fitness clubs violate the spirit of contract,causing social public opinion to accuse frequent events,but also the whole fitness club industry began to reflect on the past "heavy sales.Light service " business model.The industry is transforming to a member-centered business model based on value co-creation,and service satisfaction is the core value proposition of customer-centered business model.Based on this,this paper takes Jinjiang fitness club as an example,from the perspective of service experience of some fitness members in Jinjiang city,and takes service satisfaction as a key construct to explore the specific influencing factors and the relationship between the pain points of service experience of fitness members in Jinjiang city and service satisfaction of local fitness clubs.Based on previous scholars’ research,this paper takes service convenience and customer satisfaction theoretical model as the theoretical and model basis,and constructs a theoretical model with service convenience and perceived service quality as antecedent variables,perceived value as intermediate variables,and customer satisfaction as target variable and customer loyalty as outcome variable.Drawing on the mature questionnaire at home and abroad,combined with the background and actual investigation of the local fitness industry in Jinjiang city,the survey scale was generated.The service satisfaction of fitness members in some local fitness clubs in Jinjiang city was investigated.A total of 451 questionnaires were collected and 443 valid questionnaires were collected.Statistical software was used for frequency analysis,exploratory factor analysis,confirmatory factor analysis,structural equation model analysis,and demonstration of 5-dimensional service satisfaction model.The results of this study show that the fitness industry in Jinjiang city can be divided into three fitness clubs with different service modes,and most indexes of fitness member satisfaction cannot reach the overall satisfaction level.As antecedent variables,service convenience and service quality of fitness service significantly affect service perceived value and customer satisfaction,and then affect customer loyalty.Based on the research results of this paper,management and marketing suggestions to improve the satisfaction level of members’ service experience are put forward from the perspective of fitness clubs.Based on the influence of service convenience and service quality,managers should change their concept from "enterprise value center" to "customer and enterprise value co-creation".Service product system should change from dual profit logic to multiple profit logic;Club performance system should be changed from "regain customer light service" to "balanced customer service".The concept change of the club’s continuing education system from traditional single sales skills to multi-skills education;Operation management system should change from traditional extensive management to fine digital management concept.