| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系 === 96 === In the recent years, due to the rapid changes of political economy environment and social framework in Taiwan and implementing 2-days off per week, Taiwanese have more leisure time. And with the competitive occupation and nervous life, Taiwanese physical and mental pressure is getting higher. Because of that, the experts and scholars who put the study of exercise and health care to Taiwanese appeal them to value health and leisure unceasingly. Consequently, safe and comfortable fitness health clubs for modern people become a necessary part in the leisure.
In the service industry, perceived quality is an index which reveals the quality assessments from customers toward enterprises. Furthermore, the sense of relationship quality in enterprises has becoming more mature. Certainly, the management of customer relationship will affect customer loyalty. This study explores the relationships among perceived quality, relationship quality, image, and customer loyalty of customers of fitness health clubs.
This study we totally get 260 valid questionnaires. Then we carry on the analysis of data by structure equation modeling. According to the results: First, the model of this study can really be applied to fitness health club industry. Second, perceived quality of customers of fitness health clubs is positively related to relationship quality. Third, relationship quality of customers of fitness health clubs is positively related to customer loyalty. Fourth, perceived quality of customers of fitness health clubs is not positively related to customer loyalty. Fifth, image of fitness health clubs is positively related to customer loyalty. Sixth, the mediate effect of relationship quality between perceived quality and customer loyalty exists. Finally, based on the aforesaid conclusions, some suggestions have been made for the owners of fitness health clubs in order to maintain the reputations and to develop the customer loyalty.
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