顾客忠诚度及其驱动因素_基于体育健身服务业的实证研究.pdfVIP

: 1000677X( 20 11) 20 11 ( 31 ) 6 CH IN A S P ORT SCIEN CE V ol. 31, N o . 6, 2732, 20 11. 顾客忠诚度及其驱动因素: 基于体育健身服务业的实证研究 The Driving Factors of Customer Loyalty Based on the Empirical Study of Physical Fitness Services T ON G Y inguan : 基于顾客体育健身消费情感的视角, 结合体育健身服务业的行业背景, 从服务质量 顾客价值顾客满意顾客忠 4 个维度设计 22 个封闭式问题对体育健身服务业顾客忠 度的驱动因素进行测评研究认为: 体育健身服务业的顾客忠 是多维度的, 主要体现在推 荐意向购买意愿价格容忍抱怨行为四个方面; 体育健身服务业的顾客忠 程度主要表现 在重复参与消费, 而实现重复消费的前提是健身服务产品得到消费者的认可, 使消费者对健 身服务产品形成 一定程度的偏好, 消费者特征上的差异会影响顾客忠 度的形成, 服务质 量服务满意等对体育健身服务行业的忠 度也产生相应的影响 : 体育健身服务业; 顾客忠 ; 驱动因素; 实证研究 Abstract:Based o n emo tio nal perspectiv e of cu stomers physical f itness co nsumption , combining the backg ro und o f physical f it ness ser vices indu stry , fro m the serv ice quality , cu st omer v alue, custo mer satisf action , and customer loya lty , this paper desig ns 22 clo sedend pr oblem o f physi cal f itness ser vice cu stomer loya lty fo r ev aluating f actor s driving . T he research r esult show s that physical f it ness services o f custo mer loy alty is multidimensio na l , mainly reflects in recom mend intent and purchase intent ion , price to lerance, complain behav io r , etc. Phy sica l f it ness services mainly manif ested in the degr ee of cu st omer lo yalt y , and realize repeat participate in consumer spending is the premise o f r epeated f itness