| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 104 === This study aims to verify the associations between professional competency, ser-vice quality, brand image and customer satisfaction in fitness club. We further exam-ines whether the service quality is the mediating variable between “professional com-petency and brand image” and “professional competency and customer satisfaction”. We adopted fitness club to be research object, and collected 480 valid samples of questionnaires among clerk, coach, manager and club members during the period of April 15, 2016 to May 20, 2016.
The empirical results show that professional competency makes significantly positive effect on the service quality, brand image and customer satisfaction. Service quality makes significantly positive effect on customer satisfaction and brand image. The brand image which is comprised of t symbol, function and experiment makes significantly positive effect on the customer satisfaction. At last, this study verifies that professional competency makes indirect effect on brand image, and customer sat-isfaction through service quality and the service quality plays the partial mediating role.
High internal personality traits significantly decreased the positive relationship between " professional competency and service quality", high external control per-sonality traits significantly enhanced the positive relationship between " professional competency and service quality ". High internal personality traits significantly de-creased the positive relationship between "professional competency and brand im-age" ,high external control personality traits has no significantly moderating effect on the relationship " professional functions and brand image ".
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