务质量与顾客忠诚度两两成正相关，服务质量对顾客忠诚有重要影响，特别是对认知性与行为性忠诚感的作用显著。
关键词益阳市；商业健身俱乐部；服务质量；顾客满意度；顾客忠诚度
Researcho
theRelatio
shipofServiceQualityCustomerSatisfactio
a
dCustomerLoyaltyaboutYiya
gCommercialHealthClub
Yi
HeGua
g
（2011thsocialsportsmajorofPhysicalEducatio
departme
ti
Hu
a
CityU
iversityHu
a
Yiya
g413000）
AbstractCommercialhealthclubwithstabletheoreticalbasisishighlydevelopedi
wester
developedcou
triesHoweveri
Chi
atheclubhasbee
developi
gslowlyforlacki
gofsometheoreticalsupportespeciallythelackofresearcheso
club’sservicequalitycustomersatisfactio
a
dcustomerloyaltyThisessayoffersai
vestigatio
o
commercialhealthclubi
Yiya
gWiththemethodsofdocume
tary
4
fmaterialsexperti
terviewquestio
airei
quiryo
thespoti
vestigatio
a
ddatastatisticswehaddeepstudya
da
alysiso
club’sservicequalitycustomersatisfactio
a
dcustomerloyaltya
dtheresultsareasfollowsFirstlytherelatio
shipbetwee
servicequalitya
dcustomersatisfactio
isi
sig
ifica
tpositivethatisservicequalityhasi
sig
ifica
ti
flue
ceso
customersatisfactio
Mea
whileeachdime
sio
alityi
flue
cecustomeri
variabledegreeSeco
dlytherelatio
shipbetwee
customersatisfactio
a
dcustomerloyaltyisi
sig
ifica
tpositivethatiscustomersatisfactio
hasi
sig
ifica
ti
flue
cesi
customerloyaltyThirdlytherelatio
shipbetwee
servicequalitya
dcustomerloyaltyisi
sig
ifica
tpositivethatisservicequalityhasi
sig
ifica
ti
flue
cesi
customerloyaltyespeciallyi
cog
itivea
dethologicalloyaltyKeyWordsCommercialHealthClub；ServiceQuality；CustomerSatisfactio
CustomerLoyalty；Yiya
g
前言
随着市场竞争的不断加剧，企业对服务质量、顾客的重视程度不断提高，只
5
f有持续提供满足顾客需求的产品和服务才能保证企业的生存与发展，顾客满意己经从早期的营销概念发展成为企业的核心战略。随着经济的快速发展，人们的需求层次在逐渐上升，生活观念也在不断改变。在解决基本的温饱问题后，人们开始关注身体的健康和精神的享受，体育健身俱乐部也迎来了一个新的机遇与挑战。在这个新的历史时期，如何规划符合顾客需求的健身项目和产品，提高顾客对服务的满意度，以及对俱乐部的忠诚度，保持健身业的健康可持续的发展已经成为经营者思考的重要课题。益阳市商业健身俱乐部起步比较晚，但随着益阳市城市经济的发展，益阳市民的生活水平逐步提高，其余暇时间也不断增多、健身消费意识不断加强，因而不断刺激着健身俱乐部的发展。益阳市主要有五家大型健r