Research On Customer Satisfaction Of Yoga Fitness Club Based On IPA Model

The development of national sports and sports industry has driven people’s demand for sports consumption,enhanced people’s awareness of sports,and the development of sports and leisure service industry has also ushered in an unprecedented opportunity.The popularity of the yoga movement has increased its popularity,and professional yoga practitioners are no longer content with the simple yoga classes set up in the commercial gym,and they are starting to pursue more professional training services,prompting the rise of the Yoga fitness service.However,as a "newborn" in the field of sports and leisure service,Yoga Fitness Club is still in the immature stage of development.Yoga Fitness Club’s customer satisfaction can not only reflect the quality of the service and management level,but also provide managers with a large number of effective information,so that managers targeted to improve the existing service management loopholes,improve their service management level,enhance customer satisfaction,enhance their own industry competitiveness.This study takes the Kunming Om Yoga Fitness Club As an example,taking the customer satisfaction perception of Yoga Fitness club as the research object,this paper chooses the IPA model analysis method,combines the literature data method,the questionnaire survey method,the mathematical statistics method,the On-the-spot investigation method and the interview method to determine the influence factor of the customer satisfaction degree of the Yoga Fitness club,Thus the establishment of the Yoga Fitness Club Customer Satisfaction Index evaluation system.Meanwhile,the paper analyzes the satisfaction and importance of each index in the evaluation system by using the IPA analysis method,to understand the differences between the expectations and actual perceptions of the products and services of the Yoga club,to identify the advantages of the products and services,to continue to maintain the project,to develop projects and to focus on improvement projects.Accordingly,a scientific,reasonable and specific promotion strategy is proposed.The results show that customer satisfaction is significantly lower than customer expectations.The importance of each two-level index of the customer satisfaction of Yoga fitness club and the average value of satisfaction perception data evaluation are mapped in IPA matrix diagram.Most of the three dimensions of "fitness products","Fitness environment" and "service personnel" in the Yoga Fitness club are distributed in the first quadrant,Its service project indicators have been basically recognized by customers,can be in the follow-up to improve the stage of the two-level indicators to be the details of the overstating,enhance the competitive advantage of the market;"Network marketing convenience","will be able to timely release the relevant yoga fitness service Information","Field indicators" 3 distribution in the second quadrant of the evaluation indicators.Service is in place,only to maintain the status quo;the improvement of fitness facilities "and the" fitness price "will play a vital role in improving the customer satisfaction of the Yoga Fitness club,but the degree of urgency to be improved is relatively low;" Service recovery "is the most urgent dimension of Om Yoga Club,Its two-level index content is also at present to improvethe Yoga fitness Club customer satisfaction is the key breakthrough.In addition,according to field visits and interviews,the customer’s evaluation of the teaching level of OM Yoga instructor and the quality of the service staff is mixed,and the managers of the club also have problems such as insufficient training,imperfect supervision mechanism and unclear rewards and punishments system.In addition,the full use of publicity and promotion,the harvest of customer identification to further enhance customer satisfaction.To enhance the customer satisfaction of Kunming Om Yoga Fitness Club,to realize the optimal allocation and sustainable development of yoga Fitness Club Resources,this paper proposes the following strategies: 1.To improve the service remedial measures,the establishment of service remediation management standardization process;2.Optimize the Yoga Fitness Club fitness environment and facilities to enhance the customer’s sense of space experience;3.Understand customer consumption demand and consumption capacity,set up a reasonable multi-level pricing scheme;4.Build brand-building fitness products,provide personalized product services;5.Improve the staff and yoga instructor Recruitment assessment mechanism and training mechanism to improve the quality of service personnel;6.Improve the publicity channels and strengthen publicity efforts.