健身俱乐部内部营销对服务质量影响的分析研究

Impact of Internal Marketing on Service Quality in Fitness Club

以顾客为导向的健身俱乐部越来越强调内部营销对服务质量的重要性。研究目的是检测健身俱乐部不同职员身份对内部营销感知是否有差异;参与者对服务质量和反馈感知是否不同;职员的内部营销感知如何在健身俱乐部内影响服务质量。运用了2个量表,调查顾客量表(包含3个部分——人口统计学、服务质量和反馈)和雇员量表(还包括关于内部营销部分)。统计分析运用了MANOVA和层次回归(HRA)方法。MANOVA分析结果显示,内部营销雇员感知没有显著性差异,但是组织成员(正式雇员、合同雇员和顾客)在服务质量和反馈感知存区明显不同。层次回归(HRA)分析结果表明,内部营销维度极大地影响内部服务质量,即内部营销影响内部服务质量感知。总之,内部营销也许在这项研究环境内存在,但内部营销技术没有影响顾客对服务质量感知。

The relevance of internal marketing to service operations has increasingly emphasized on service quality in customer oriented fitness club. The purposes of this study was to examine whether perceptions of internal marketing differ from employee status in the fitness club; whether perceptions of service quality and feedback differ between involvements; how employee perceptions of internal marketing influence service quality within fitness club. Two instruments were utilized for this study： the customer instrument contained three sections （demographics, service quality, and feedback） and the employee instrument included one more section on internal marketing. MANOVA and Hierarchical Regression were utilized in the study. The MANOVA results did not demonstrate significance on perceptions of internal marketing employees, but indicated that differences exist on perceptions of service quality and feedback based upon involvement with the organization （formal employee, contract employee, and customer）. The results of Hierarchical Regression Analysis（ HRA） showed that dimensions of internal marketing developed for this study greatly impacted internal service quality, meaning that internal marketing influences internal perceptions of service quality in the fitness club. Overall, internal marketing may exist within the setting of this study, but the internal techniques have failed to impact customer＇s perceptions of service quality.