| Summary: | 碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 106 === The fitness industry is increasingly prosperous in the 21st century. It plays an important role in reshaping national profile and affecting society and economy. Taiwan's fitness industry had increased at least 74 clubs in 2016. This competitive environment suggests that the business strategy not only needs to expand marketing population, but also enhances the retention of existing customers. The "professional fitness coach", which address the needs of consumers, is the very key element of differentiation and competitiveness. This study explores the influence of the trainer’s professional competence and consumers’ relationship on repurchase intention; also, the influence of trainer knowledge sharing on professional competence and customers’ relationship.
In this study the research subjects are the participants who paid tuition to participate physical fitness programs at the New Taipei City Zhonghe Civil Sports Center. 400 questionnaires are administered, and 370 of which are valid samples. The results showed that: 1. The professional competence of a fitness coach has a significant positive impact on consumers’ relationship; 2. The relationship has a significant positive impact on repurchase intention; 3. The ability to have a professional coaching has a significant positive impact to consumers’ repurchase intention; 4. the consumers’ relationship have some mediating effect between the professional ability of the fitness coach and repurchase intention; 5. The knowledge sharing confounds the association between the fitness coach’s professional competence and consumers’ relationship.
Based on the findings this study also found that Taiwanese women and consumers aged 60 have great potential to develop in the fitness market. It is suggested that the fitness coach can target these groups and provide dedicated instructions . The empirical results can serve as practical references for fitness industry managers so as to appreciate coaching professionalism, provide opportunities for further education and encourage knowledge sharing in the industry.
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