Research On Improving The Service Quality Of Fitness Studio Based On Kano Model

With the improvement of life quality,the consumption concept of "spend money to buy health" and "enjoy service" is more and more accepted by people.As an important symbol of healthy lifestyle,sports and fitness have become an important part of more people’s life.Under the background of the great development of sports industry,the infinite business opportunities of fitness industry are gradually released.In recent years,the supply mode of fitness industry has been constantly innovating.In addition to the traditional fitness club,the new mode of fitness studio has emerged and developed rapidly,and it has been recognized by many consumers with its service characteristics.How to attract and maintain customers through continuous improvement and maintenance of service quality has become an important problem to be solved in the operation and management of fitness studio.As an important way to reflect and evaluate the service quality,it is an important way to investigate and study the service quality improvement of fitness studio from the perspective of customer perception.The purpose of this paper is to study the improvement of the service quality of the fitness studio.Taking the improvement of the service quality of the Ryan fitness studio as the research object,the index system for evaluating the service quality of the fitness studio is determined by the methods of literature and Delphi.Then,the questionnaire survey and interview are used to understand the basic status of the Ryan fitness studio,and the index system is used to evaluate the customer service Finally,through the quantitative analysis method to calculate the better word coefficient,find out the customer’s basic demand,expectation demand,charm demand,undifferentiated demand and reverse demand,and put forward the countermeasures to improve the service quality.The main conclusions of this paper are as follows:1.The evaluation system of fitness studio customer perception service quality consists of 26 indicators,which are determined by Delphi method from five aspects of service reliability,responsiveness,assurance,empathy and tangibility,and caneffectively evaluate the fitness studio service quality perception2.Sufficient fitness equipment and fitness space,as well as timely maintenance of environmental health by service personnel,are the premise for customers to have a deep understanding of fitness studio services.They are the basic needs of customers and the basic indicators to improve the service quality of fitness studio.3.The improvement of coaches’ substitute ability and service personnel’s service ability has a great influence on customers’ perception of the service quality of fitness studio,which belongs to customers’ expectation demand and is the core index to improve the service quality of fitness studio.4.The training of coaches’ special skills and the provision of fitness meals are the key factors to improve the perceived service quality of fitness studio customers to a higher level,which belong to the charm demand of customers.Therefore,based on the development of the first two indicators,we should strive to improve the charm demand indicators.5.Repetitive services such as fitness professional knowledge lectures,as well as fitness equipment configuration and rest and leisure areas have little impact on customers’ perception of the service quality of fitness studio.These indicators will not have any impact on the service quality of fitness studio.If necessary,they can also reduce the service under this demand and save costs.The service under the reverse demand of customers is zero.6.In order to improve the service quality of Ryan fitness studio,the above order of service development should also be made clear.First,basic services should be provided,then core services should be focused on,and finally,charm services should be developed.If necessary,services without difference needs should be reduced.