The Customers' Loyalty Research Of Fitness Club

Along with the development of China's fitness club industry, the competition gets more and more vehement. How to supply customer with high quality service and satisfy them is the key to success of every company. However, service has such nature as intangibility, inseparability, heterogeneity, perishes ability and so on, it may make customers have a sense of uncertainty and insecurity. If there is a high quality relationship between customers and service businesses, usually customers'uncertainty can be reduced and theirs'security enhanced. Thus service businesses achieve the target of retaining customers and improving profitability.The relation ship between service quality and customer loyalty has been pursued in a large body of recent researches. Most of the related researches have found service quality positively impacts on customer loyalty, but there is little attention to how the factors of service quality impact on the factors of relationship quality, and how they impact on customer loyalty.A conceptual model consisting of service quality (including five factors: tangibles, reliability, assurance, responsiveness and empathy), relationship quality (including three factors: customer satisfaction, trust and commitment) and customer loyalty is advanced in this paper. Using factor analysis, correlation analysis and multiple regression analysis, the integrated model is tested based on 179 effective questionnaires which are collected from fitness club in Dalian. The results of this study are following: (1) Relationship quality has a significant positive and direct impact on customer loyalty. (2) Service quality has a positive and indirect impact on customer loyalty with relationship quality as agent between them.At the end the thesis give some strategical suggestions for fostering customers'loyalty of our country's fitness club, whilst summarizing the defect and deficiency in my research, and give some further research advice.