健身俱乐部品牌形象对顾客忠诚影响的实证研究

Research on the Influence of Brand Image on Customer Loyalty in Fitness Club

品牌形象营销是企业重要的营销战略,企业可以通过品牌定位和营销活动建立起消费者所偏爱的品牌形象以影响消费者的购买行为。以健身俱乐部会员为调查对象,构建品牌形象对顾客忠诚作用机制模型,并进行实证分析。发现品牌形象的三个维度对感知价值和顾客满意都有直接的正向影响,但影响路径有所不同。对健身俱乐部优化品牌营销战略,获取竞争优势有重要的理论指导意义。

Brand marketing is an important marketing strategy for enterprises.Enterprises can establish brand positioning and marketing brand preferred by consumers to influence purchasing behavior of consumers.This study constructs the mechanism model of brand image and customer loyalty in fitness club,and carries on the empirical analysis.The study found that three dimensions of brand image had direct positive influence on perceived value and customer satisfaction,but the influencing way of the differences.The above conclusion has important theoretical significance for fitness club optimization of the brand marketing strategy and competitive advantage.