我国休闲体育产业服务质量对客户承诺的影响研究——基于上海市健身房产业数据的实证研究

Research on the Impact of the Service Quality on the Customer Commitment in China Leisure Sports Industry——An Empirical Research Based on the Data of Fitness Industry in Shanghai

本文结合社会交换论互惠原理、客户价值理论和承诺信任理论,基于对上海市健身房的调查数据,对我国休闲体育产业服务质量在企业获得客户承诺中的作用和机制进行了实证研究;通过结构方式模型建立了服务质量对承诺的影响机制模型。研究发现:服务质量通过信任和客户价值的中介作用正向影响企业获得客户承诺;信任对承诺具有双重正向影响作用,一方面信任对承诺有直接正向影响,另一方面信任通过对客户价值的中介作用对承诺间接正向影响;服务质量对满意度有直接正向影响,但满意度对企业获得客户承诺并无影响,原因在于体育休闲产业的特点使得该产业中存在一定程度的客户满意陷阱,即使满意度高的消费者依旧会因为其他原因不会对企业做出承诺。

This paper that combined with the Reciprocity of social exchange theory, the customer value theory and the commitment trust theory, carried out an empirical study on the impact and influence mechanism between the quality of service and corporate acceptance of customer commitment in the leisure sports industry, which based on the survey data of the leisure sports in Shanghai. This paper establishes a model of the impact of service quality on commitment by the SEM,and found that: service quality has a positive impact on customer commitment through the intermediary role of trust and customer value;trust has a double positive effect on the commitment. One hand, trust has a direct positive impact on commitment. On the other hand, trust has an indirect positive impact on commitment through the intermediary role of customer value. Service quality has a direct positive effect on satisfaction,but satisfaction has no effect on customer commitment. The reason is that the leisure sports industry have a certain degree of customer satisfaction trap;even the consumers of high satisfaction will not be able to make a commitment for other reasons.