The Study Of The Customer Value Management Strategies For Taekwondo Chain Clubs In Shenyang

Nowadays,With the growing competition of the taekwondo chain club market in the modern society,the industry is faced with the urgent problem of how to satisfy customer needs,improve customer loyalty,fully explore customer value,increase the economic benefit and also maintain the long-term development of the clubs.Based on the theories of customer value,this paper has adopted the research methods,namely literature review,data statistics,logical analysis and questionnaire.The factor analysis has been also utilized to investigate the indexes relevant to the customer value of taekwondo chain clubs.After choosing the index system for the customer value of the taekwondo chain clubs in Shenyang,this paper has also analyzed the satisfaction degree of customer value and customer expected value so as to confirm the status of customer value of taekwondo chain clubs in Shenyang.Besides analyzing the existing problems and causes,this paper has also put forward some customer value management strategies for taekwondo chain clubs in Shenyang.This By means of literature review,mathematical statistics,logical analysis and questionnaire,this paper has researched the customer value of the taekwondo chain clubs in Shenyang as well as the difference in customer value in terms of demographic variables.The conclusions are as follows.Firstly,after reading the literatures relevant to customer value,this paper has adopted Kotler's customer delivered value as the evaluation system model.Based on the features of the taekwondo chain clubs in Shenyang and expert opinions,the questionnaire has been designed.The preliminary survey has been also carried out.After summarizing the results of the preliminary survey,the researcher has removed some indexes which are not closely related to customer value or have a high level of error.According to the corrected results of preliminary survey,the researcher has determined the customer value evaluation system for the taekwondo chain clubs in Shenyang.According to the 25 indexes of the 6 dimensions in the system,the formal questionnaire devoted to customer value has been designed.Moreover,the empirical research into the customers of 6 taekwondo chain clubs under 3 brands in Shenyang has been also carried out.Secondly,as shown by the questionnaire results,the overall performance of the clubs is relatively satisfying with an overall satisfaction degree of 4.06 on average.Among the 6 dimensions,the dimension with the highest satisfaction degree is product value with an average satisfaction degree of 4.11.The dimension with a relatively low satisfaction degree is service value with a satisfaction degree of 3.98.The overall expected value of the customers is 4.04,which means the state of expectation.There are two reasons for customer churn despite their satisfaction.The first reason is that some customers have a high expectation but a low satisfaction degree for some indexes.Hence,the clubs should focus on improving them.Secondly,due to some problems existing in the customer value management,there is a low degree of customer loyalty and a high level of customer churn.After analyzing the problems and identifying the cause,the researcher has provided some effective management strategies for the clubs.Thirdly,as shown by the analysis of demographic variables,there is a significant difference in the satisfaction degree and expected value of the taekwondo chain clubs in Shenyang between gender,age,education,income and learning year.The LSD(Least Significant Difference)test has been also carried out to analyze the difference in satisfaction degree and expected value between gender,age,education,income and learning year.It is concluded that some efforts should be made to classify the customer information and understand different needs of the customers from different backgrounds during the process of customer value management.Fourthly,the customer value management strategies for the taekwondo chain clubs in Shenyang are as follows.Firstly,some measures should be taken to improve the indexes with a high satisfaction and a low satisfaction degree as well as increase the customer satisfaction degree.Secondly,the relationship between customer and club should be improved and the customer loyalty should be enhanced.Thirdly,the customer resources should be developed and the customer value should be fully explored.Fourthly,some efforts should be made to identify target customers and increase the market share.Fifthly,the customer information should be completed and the customer value should be monitored on a real-time basis.