顾客忠诚度及其驱动因素:基于体育健身服务业的实证研究

The Driving Factors of Customer Loyalty——Based on the Empirical Study of Physical Fitness Services

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。

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.