| With the promulgation of the national "double reduction" policy and the continuous adjustment of the market economic structure,Tianjin youth badminton training institutions have been developing rapidly,while ushering in the development opportunities are also facing a major challenge.As the core of the training services of youth badminton training institutions to occupy a place in such a fierce competition in the market,to gain a competitive advantage,it is necessary to customer satisfactionoriented,to meet customer needs,to attract more customers.This paper applies the theory of customer satisfaction to youth badminton training institutions,based on the Chinese Customer Satisfaction Theory Index(CCSI)model,combined with the characteristics of the Tianjin Burmington youth badminton training institutions,the construction of the Tianjin Burmington youth badminton training institutions customer satisfaction evaluation system,through the use of questionnaires,the use of SPSS mathematical and statistical software and AMOS structural Equation model,from brand image,expected quality,perceived quality,perceived value,customer satisfaction,customer loyalty six aspects of the Tianjin Burmington youth badminton training institutions to carry out empirical research to explore the main factors limiting the development of Tianjin youth badminton training institutions,and then put forward targeted recommendations for the development of Tianjin Burmington youth badminton training institutions.This study mainly summarizes the following conclusions:(1)The ratio of male to female students in the Tianjin City Burmington youth badminton training institutions,the parents of students are mainly concen trated in the age group of 31-50 years old,engaged in business units of staff,mainly through friends to get information about training institutions,parents ch oose the training institution’s main purpose is to cultivate the interests of childr en.(2)Perceived quality,brand image,expected quality and perceived value all have a positive and significant effect on customer satisfaction,in descending order:perceived quality(0.29)> brand image(0.28)> expected quality(0.24)> perceived value(0.18).(3)From the descriptive analysis results of the study variables,customers were most satisfied with the brand image of the youth badminton training institution,and the perceived value recognition of the training institution was the lowest.Among the specific influencing factors of each research variable: the overall image and popularity of the brand are the most important influencing factors of brand image;The quality of teaching in training institutions has the greatest impact on the expected quality;The professionalism of the coach has the greatest impact on the perceived quality;The services provided by the training provider have the greatest impact on perceived value;The overall satisfaction of the customer with the training provider;Proactively disseminating favorable information about the training institution to others has the greatest impact on customer loyalty.Make the following recommendations:(1)Training institutions should find the right brand positioning,do a good job of brand planning,pay attention to the influence of the brand effect,and strive to improve the overall image of the training institution’s brand and gain customer wordof-mouth.(2)Training institutions should improve the quality of customer perception by improving the professionalism of trainers and the service attitude of staff,creating a good teaching environment,and enhancing the comfort of the training institution atmosphere.(3)Training institutions should not be obsessed with pursuing their own interests,but should set reasonable fees from the customer’s point of view to meet the diverse needs of different people.At the same time,on the basis of reasonable pricing,they should focus on improving their own services to enhance the perceived value of customers and gain competitive advantages.(4)Training institutions should start from their own reality,improve the teaching quality of training institutions,improve the quality of products and services,and reasonably position the expectations of customers for that training institution. |
