The Research Of Customer Satisfaction Of Yoga Clubs

In the context of national fitness,a growing interest in Yoga has been aroused among the public at home.Such an upsurge of Yoga has received a further and everlasting rise since the approval of Fitness yoga 108 body positions standard by Social Sports Instruction Center of General Administration of Sports of China and National Yoga Exercise Management Committee as well as the joint release of Annual Report on the Development of Yoga Industry in China by China Academy of Social Sciences Food and Drug Industry Development and Regulatory Research Center and China Health Care Association.Nevertheless,there are still many problems and challenges such as the close down of Commercial Yoga club that hinder the development of Yoga industry.Therefore,to get rid of this dilemma,it is of vital importance to disclose the problems and shortcomings existing in the management of the Commercial Yoga from the perspective of customers,thereby proposing targeted and reasonable suggestions for a sustainable and healthy development of the Yoga industry.This paper applies the theory of customer satisfaction to the yoga industry and analyzes the present situation of customer satisfaction of Commercial Yoga in Wuhan with analytic hierarchy process(AHP)and fuzzy comprehensive evaluation(FCE)method.It first constructs the YCSI model of the commercial Yoga on the basis of the CCSI model of Chinese service industry as well as the characteristics of the yoga industry.Taking the commercial Yoga in Wuhan as a case study,it then designs and conducts a survey for the customer satisfaction of Commercial Yoga.The research findings are as follows:(1)In terms of the customers,the number of female customers far exceeds that of the male customers,which indicates there is huge potential in the market of male customers.Overall,the age of the membership is relatively young,in which people at the age of 26 to 35 are the major customers.Compared to the age of the membership,the customers have a higher educational background as well,among whom over sixty percent have acquired a bachelor degree or above.The income also reveals that the customers' potential for consumption is under development.Apart from what has been stated,it is indicated that nearly half of the customers could keep a regular exercise frequency,which is about 3 to 4 times each week.Additionally,most of the customers hold a yearly card.(2)The overall score of membership satisfaction of Wuhan Commercial Yoga is 74.01,which varies from satisfaction to general satisfaction.In spite of it,membership satisfaction of Wuhan Commercial Yoga still shows a tendency to satisfaction.This means that there is huge room for the improvement of membership satisfaction.(3)Seen from the secondary index evaluation,the satisfaction of customers measured by perceived quality,quality expectation,customers satisfaction,perceived value,customers loyalty,brand image and gets a score of 76.94,74.92,74.57,73.25,72.25 and 69.94 respectively.This conforms to the overall satisfaction noted above which ranges from satisfaction to general satisfaction.It is noteworthy that the managers of Commercial Yoga tend to put an emphasis on the quality of service but pay less attention to the brand.(4)It is observed that the customers are content with the service attitude of the staff,the professional skills of the coaches and the curriculum arranged.However,it is highly recommended that the Commercial Yoga club should seek to tackle with such issues as the promotion of the brand image,improvement of its environment,the condition of the infrastructure as well as the maintenance of the older members.