Research On Customer Satisfaction Of Fitness Clubs In Wuhan

In recent years,the government has attached great importance to the development of the sports industry.After the State Council issued the guidance document "Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption" in 2014,fitness clubs have rapidly emerged throughout the country.At the same time,affected by the epidemic,Chinese people pay more attention to health significantly,and more and more people are beginning to hope for professional fitness guidance.As the geographical center of China’s economy,Wuhan City contains a large number of fitness enthusiasts.However,in a highly competitive market,the homogeneity of fitness clubs is very severe.As a sports fitness service industry,the core competition of fitness clubs is actually customer competition.Finding ways to retain customers while absorbing new customers is the key to its sustainable development.Therefore,this research is based on the customers themselves,hoping to improve the market competitiveness of fitness clubs by improving customer satisfaction.This study uses the method of literature data,questionnaire surveys and mathematical statistics to conduct a satisfaction survey of 328 customers in more than 14 fitness clubs in Wuhan.Based on the CCSI customer satisfaction index model,starting from six dimensions of brand image,expected quality,perceived quality,perceived value,customer satisfaction,and customer loyalty,a fitness club customer satisfaction index evaluation system is constructed.And analyze according to the following aspects:first,analysis of customer structure characteristics of fitness clubs in Wuhan;second,descriptive analysis of CCSI fitness club satisfaction index model;third,analysis of differences under demographic variables;fourth,CCSI The path analysis of the fitness club customer satisfaction index model,and finally put forward relevant suggestions to improve customer satisfaction,to provide theoretical support and practical foundation for the sustainable development of fitness clubs.The study came to the following conclusions:1.The customers of Wuhan fitness clubs show the characteristics of youth,followed by middle-aged and elderly people,high education,stable income and so on.Mainly male in terms of gender;mainly under 25 years of age,and the number of middle-aged customers aged 45-59 is more than 36-44 years old;in terms of educational background,the main degree is bachelor degree or above;monthly income is 5,000 yuan-10,000 yuan Mainly;professionally involving practitioners in various fields.2.The customer satisfaction of Wuhan fitness clubs is between the general level and the satisfactory level.Among them,customers have the highest score for perceived quality,the lowest score for brand image,the largest gap in customer loyalty scores,and fitness clubs have much room for improvement.3.Demographic variables are different in the six dimensions of CCSI fitness club customer satisfaction index model.Customers with different educational backgrounds have significant differences in perceived quality and customer satisfaction.Customers with different monthly incomes have significant differences in perceived value.Customers of different genders,ages,and occupations have no significant differences in this survey.4.The constructed CCSI fitness club customer satisfaction index model is suitable for the sports fitness service industry,and the eight research hypotheses have positive effects.Brand image and expected quality are significantly positively correlated;perceived quality,brand image and perceived value are significantly positively correlated;expected quality,brand image and perceived quality are all significantly positively correlated;perceived quality,perceived value and customer satisfaction are significantly positively correlated;Customer satisfaction has a strong predictive power on customer loyalty;while brand image and expected quality have no significant predictive power on customer satisfaction;expected quality has no significant predictive power on perceived value.Based on the above conclusions,the following four suggestions are put forward:pilot the implementation of fitness clubs suitable for aging;establish a reasonable brand image of fitness clubs;implement flexible price strategies;optimize the services of fitness clubs.