Customer Loyalty Promotion Strategy Research Of A Children’s Physical Fitness Gym

Under the background of national strategies such as "sports power","Healthy China" and "National fitness",sports play an increasingly prominent role in improving children’s comprehensive physical and mental quality,and various types of children’s physical fitness training institutions have begun to appear across the country.A Children’s Physical Fitness Gym is one of the earliest children’s physical fitness institutions.In the operation process,the students’ interest and participation in the early stage of registration are high,but after registration,there is generally a phenomenon of declining class attendance frequency,which leads to a series of problems,such as the training plan is not completed on time and the renewal rate is reduced.Therefore,this paper combines the theories related to customer loyalty and customer satisfaction,builds A hypothesis model based on the theory of transferable value,explores the main factors affecting the customer loyalty of children’s sports hall and the influence degree of different factors by means of questionnaire survey and statistical analysis of data,and proposes strategies and suggestions for improving customer loyalty based on the actual operation of A children’s sports hall.In order to realize the sustainable development of children’s physical fitness institutions.The results show that:(1)Customer loyalty is positively affected by four dimensions of total customer value,negatively affected by two dimensions of total customer cost,positively affected by customer satisfaction,and negatively affected by customer complaints;(2)Customer satisfaction is also positively affected by four dimensions of total customer value,negatively affected by two dimensions of total customer cost,and negatively correlated with customer complaints;(3)Among the factors of total customer value,image value plays the most prominent role and has the greatest influence on customer loyalty;(4)Customer satisfaction has an obvious mediating effect between total customer value and customer loyalty.The research results show that improving the customer transfer value of A children’s physical fitness gym is helpful to improve customer satisfaction and customer loyalty.Through empirical analysis and research,this paper puts forward strategies and suggestions to improve customer loyalty of A children’s physical fitness gym:(1)In terms of total customer value,improve service value,including strengthening customer service quality management,paying attention to course consultation,file management,after-class feedback and effect tracking;Enhance the value of staff,strengthen staff training and promotion,improve the professional degree of staff in the theory of physical fitness training and teaching practice;Enhance product value,strengthen course improvement and research and development,constantly enrich and update the types of courses,and maintain the attraction of courses;Through the above ways to achieve the overall improvement of image value.(2)In terms of total customer cost,reduce non-monetary cost as far as possible,including optimizing course arrangement,facilitating course appointment management and enhancing service experience of parents accompanying the class;(3)Properly solve customer complaints and enhance the brand value of the gym.