A Study on the Relationship between Customer Relation and Behavior Intention of Fitness Clubs-in Taichung City
碩士 === 大葉大學 === 運動事業管理學系 === 93 === ABSTRACT In recent years, customers’ consumption styles have been changing drastically. Customers know how to protect their rights; as a result, companies need to be more diverse to meet customers’ needs. Take fitness clubs as an example, their main marketing str...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/98792783148888914924 |
| Summary: | 碩士 === 大葉大學 === 運動事業管理學系 === 93 === ABSTRACT
In recent years, customers’ consumption styles have been changing drastically. Customers know how to protect their rights; as a result, companies need to be more diverse to meet customers’ needs. Take fitness clubs as an example, their main marketing strategy is to build a friendly and interactive relationship with customers.
The main purpose of the study was to understand how service and relationship quality affected customer’s satisfaction level and behavior intention with regards to which fitness clubs they selected. Customers from four fitness clubs in Taichung served as subjects in this survey. A total of 350 questionnaires were retrieved and the data was processed by a Structural Equation Model. The result indicated that the service relationship, relationship quality and customer’s satisfaction level all had positively influenced behavioral intention. The overall model fit within the acceptable range.
Key words: Service quality, Relationship quality
|
|---|