体育科学
體育科學
체육과학
China Sport Science
2011年
6期
27~32
,共null页
体育健身服务业 顾客忠诚 驱动因素 实证研究
體育健身服務業 顧客忠誠 驅動因素 實證研究
체육건신복무업 고객충성 구동인소 실증연구
physical fitness services; customer loyalty; driving factor; empirical study
基于顾客体育健身消费情感的视角,结合体育健身服务业的行业背景,从服务质量、顾客价值、顾客满意、顾客忠诚4个维度设计22个封闭式问题对体育健身服务业顾客忠诚度的驱动因素进行测评。研究认为:体育健身服务业的顾客忠诚是多维度的,主要体现在推荐意向、购买意愿、价格容忍、抱怨行为四个方面;体育健身服务业的顾客忠诚程度主要表现在重复参与消费,而实现重复消费的前提是健身服务产品得到消费者的认可,使消费者对健身服务产品形成一定程度的偏好,消费者特征上的差异会影响顾客忠诚度的形成,服务质量、服务满意等对体育健身服务行业的忠诚度也产生相应的影响。
基于顧客體育健身消費情感的視角,結閤體育健身服務業的行業揹景,從服務質量、顧客價值、顧客滿意、顧客忠誠4箇維度設計22箇封閉式問題對體育健身服務業顧客忠誠度的驅動因素進行測評。研究認為:體育健身服務業的顧客忠誠是多維度的,主要體現在推薦意嚮、購買意願、價格容忍、抱怨行為四箇方麵;體育健身服務業的顧客忠誠程度主要錶現在重複參與消費,而實現重複消費的前提是健身服務產品得到消費者的認可,使消費者對健身服務產品形成一定程度的偏好,消費者特徵上的差異會影響顧客忠誠度的形成,服務質量、服務滿意等對體育健身服務行業的忠誠度也產生相應的影響。
기우고객체육건신소비정감적시각,결합체육건신복무업적행업배경,종복무질량、고객개치、고객만의、고객충성4개유도설계22개봉폐식문제대체육건신복무업고객충성도적구동인소진행측평。연구인위:체육건신복무업적고객충성시다유도적,주요체현재추천의향、구매의원、개격용인、포원행위사개방면;체육건신복무업적고객충성정도주요표현재중복삼여소비,이실현중복소비적전제시건신복무산품득도소비자적인가,사소비자대건신복무산품형성일정정도적편호,소비자특정상적차이회영향고객충성도적형성,복무질량、복무만의등대체육건신복무행업적충성도야산생상응적영향。
Based on emotional perspective of customers' physical fitness consumption,combining the background of physical fitness services industry,from the service quality,customer value,customer satisfaction,and customer loyalty,this paper designs 22 closed-end problem of physical fitness service customer loyalty for evaluating factors driving.The research result shows that physical fitness services of customer loyalty is multi-dimensional,mainly reflects in recommend intent and purchase intention,price tolerance,complain behavior,etc.Physical fitness services mainly manifested in the degree of customer loyalty,and realize repeat participate in consumer spending is the premise of repeated fitness service products get consumer recognition,make consumers of fitness services products developed to a certain degree of preference,consumer feature differences influence on the formation of customer loyalty,service quality,service satisfaction of physical fitness service industry loyalty also produce corresponding impact.