Research On The Influence Of Professional Skills Of Coaches In Commercial Fitness Clubs On Customer Loyalt

As the competition in the fitness industry becomes more and more fierce,more commercial fitness clubs gradually shift their focus from external hardware facilities to the improvement of trainers’ professional skills in order to improve customer retention rate and ensure their long-term leading position in the industry.Moreover,some studies have proved that the professional skills of trainers can influence the loyalty of customers to commercial fitness clubs,but the effect and internal mechanism of the effect are not clear yet.Based on this,this study takes the professional skills of trainers in commercial fitness clubs as an entry point to investigate the impact relationship,impact effects,and internal impact mechanisms between the professional skills of commercial fitness club trainers and customer loyalty.This study mainly takes 1876 fitness people in Jining,Liaocheng,Yantai,Weihai,Weifang and Jinan as the research subjects,combines relationship marketing theory,uses trainer professional skills questionnaire,customer-trainer interpersonal relationship questionnaire,customer-club relationship quality questionnaire and commercial fitness club customer loyalty questionnaire as as measurement tools,and uses independent sample t-test,ANOVA,correlation analysis,linear regression analysis and mediation effect test to conduct statistical analysis on the collected samples.Taking the professional skills of commercial fitness club trainers as the independent variable,the quality of customer-trainer interpersonal relationship and customer-club relationship as the mediating variables and customer loyalty as the dependent variable,this study describes the basic situation of professional skills of commercial fitness club trainers and customer loyalty,explores the relationship between professional skills of commercial fitness club trainers and customer loyalty,and reveals the influence mechanism and effect of professional skills of commercial fitness club trainers on customer loyalty.Research results:(1)The mean value of professional skills of trainers in commercial fitness clubs in Shandong Province is 3.56 points(out of 5 points);the mean value of customer loyalty in commercial fitness clubs in Shandong Province is 3.53 points(out of 5 points).There are significant differences in customer loyalty among commercial fitness clubs in Shandong Province in terms of gender,age,cultural level,monthly income,club fees,club size,service quality,and hardware facilities(p < 0.01).(2)There are significant positive correlations between the professional skills of commercial fitness club trainers,customer-trainer interpersonal relationship,customer-club relationship quality and customer loyalty(0.404 < r < 0.631,p < 0.01).The regression coefficient between the professional skills of commercial fitness club trainers and customer loyalty: B = 0.406(Beta= 0.404,p < 0.01).(3)The total effect of professional skills of commercial fitness club trainers on customer loyalty is 0.406,and the direct effect value is 0.067,accounting for 16.50% of the total effect.(4)The total indirect effect value of two mediating variables,customer-trainer interpersonal relationship and customer-club relationship quality,is 0.339,accounting for 83.50% of the total effect.Among them,the indirect effect value of customer-trainer interpersonal relationship as the mediating variable is 0.128,accounting for 31.53% of the total effect;the indirect effect value of customer-club relationship quality as the mediating variable is 0.125,accounting for 30.79% of the total effect;the indirect effect value of customer-trainer interpersonal relationship and customer-club relationship quality as the chain mediating variable is 0.339,accounting for83.50% of the total effect;and customer-club relationship quality as the chain mediator is 0.086,accounting for 21.18% of the total effect.Research conclusions:(1)The professional skills and customer loyalty of commercial fitness club trainers in Shandong Province are in the middle to upper level.(2)The occupational skills of commercial fitness club trainers can significantly and positively predict customer loyalty.(3)The professional skills of commercial fitness club trainers can influence customer loyalty directly,can influence customer loyalty through the simple mediation of customer-trainer interpersonal relationship and customer-club relationship quality respectively,and can influence customer loyalty through the chain mediation of customer-trainer interpersonal relationship and customer-club relationship quality.(4)The indirect effects mediated by customer-trainer interpersonal relationship and customer-club relationship quality are greater than the direct effects,which reveals that two mediating variables,customer-trainer interpersonal relationship and customer-club relationship quality,play an important role in the influence of professional skills of commercial fitness club trainers on customer loyalty.Main suggestions:(1)Commercial fitness clubs should pay attention to the social skills of trainers in the recruitment and training process.They should select trainers who are good at expressing themselves,have a positive and optimistic attitude,and have outstanding social skills.(2)Commercial fitness clubs should regularly carry out training related to the professional knowledge,professional skills and teaching and instructional abilities of trainers to comprehensively improve the technical skills of trainers.(3)In the process of communication with customers,trainers should not only fully express their enthusiasm,but also act as listeners,comprehensively understand customers’ fitness needs,and provide scientific and reasonable fitness plans.(4)Trainers should take the initiative to establish and maintain good interpersonal relationships with customers,thus further promoting the quality of the relationship between customers and commercial fitness clubs.