| In recent years,people's living standards have improved day by day,and the fitness industry has developed rapidly.However,due to the bad competition of domestic fitness clubs,the invasion of foreign fitness brands and their own inherent management problems,the fitness clubs in China have low satisfaction and serious customer loss problems.As a service-oriented enterprise,it is very important for fitness clubs to improve customer satisfaction and loyalty.Based on the literature data method,mathematical statistics method,questionnaire survey method as the research methods,such as to fitness club group coach capable force as cut into perspective,first of all,based on the previous scholars about fitness club group operation manager competency evaluation index system of research,through exploratory factor analysis and expert validity analysis,a survey of questionnaire topic constant adjustment and modification,and finally through confirmatory factor analysis and complete the commercial fitness club group operating manager competency assessment scale.On this basis,this paper also based on the satisfaction theory and structural equation theory to model the team exercise coach's competence,customer satisfaction and loyalty,through path analysis to try to explore the relationship between the three,the specific conclusions are as follows:(1)The Competency Evaluation Scale for Commercial Fitness Club Coaches constructed in this paper contains 19 measurement items from five dimensions,namely knowledge structure,skill structure,moral accomplishment,professional identity and personality traits.The scale has been tested and shown to be of good reliability and validity.(2)The overall competency of the fitness club's group trainer is at an average level,and the overall satisfaction and loyalty of the customers are at an average level.(3)The contribution of competency dimensions to competency(overall)is ranked as moral accomplishment > knowledge structure >professional identity >skill structure >personality traits.The contribution degree of each dimension of customer loyalty to customer loyalty(overall)is ranked as follows: Recommendation Intention >Complaining Behavior > Purchase Intention > Tolerance.(4)The competency of group exercise coaches in commercial health clubs has a significant positive impact on customer satisfaction and customer loyalty.The competency of group exercise coaches can affect customer loyalty through direct influence and through the intermediary to improve customer satisfaction.(5)Customer satisfaction of commercial fitness clubs has a significant positive impact on customer loyalty. |
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