首页 > 资料专栏 > 论文 > 营销论文 > 客服管理论文 > MBA硕士论文_OULE健身健康管理公司顾客满意度研究DOC

MBA硕士论文_OULE健身健康管理公司顾客满意度研究DOC

资料大小:2417KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2018/8/17(发布于广东)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
摘要
I
摘要
随着改革开放的逐步深入,人们的生活水平逐步提高,消费水平也随之而上升

在这种情况下,中国城市特别是大城市的生活节奏加快,国人的身体素质面临着严重
的问题。在这种趋势下,西方健康消费的理念在中国得到广泛的传播,随之带来的是
西方的健康管理服务组织——健身俱乐部,这一组织在中国迅速扩展起来,造成巨大
的影响力。近几年来,健身产业面临着严峻的挑战。在这个新的历史时期下,如何去
建设顾客需要的健身项目和产品,提高顾客的满意程度,不断完善自我,增强竞争力,
实现企业的可持续发展,是所有经营者都需要面对的问题

本文采用了文献资料法,观察法,问卷调查法等多种方法,运用消费者心理学、
顾客关系管理学、顾客满意度等理论通过对顾客满意度影响因素的分析,建立相关的
结构模型,分析目前 OULE 健身健康管理公司顾客满意度的现状,以及俱乐部方面
采取的相关的管理对策,分析目前顾客满意度存在的问题并进行原因分析,参考不同
俱乐部的管理方案,针对性提出相关的对策,提高顾客满意度,增强俱乐部的竞争力,
不断促进该公司的发展

通过对 OULE 健身健康管理公司的相关研究,得出以下结论:(1)OULE 健身俱
乐部定位为中高端市场群体,会员以女性为主,学历以高中及其以上为主;(2)顾客
满意度受环境、设施、教练员、工作人员等因素的影响程度大;(3)OULE 健身俱乐
部并没有形成完备的会员管理体系和顾客满意度测评体系,对于顾客满意度的重视程
度还不高;(4)顾客对于教练员、价格等的顾客满意度较高,对于环境、健身项目和
设施等的顾客满意度相对较低

关键词:健身俱乐部;顾客满意度;客户关系管理;顾客忠诚度山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
With the gradual deepening of reform and opening up, people&39;s living standards
gradually increased, the level of consumption also will rise. In this case, Chinese cities,
especially large cities, the pace of life accelerated, people&39;s physical quality is facing
serious problems. In this trend, the concept of Western health spending in China has been
widely disseminated, followed by the Western health management services organization -
health club, the organization rapidly expanded in China, resulting in a huge influence. In
recent years, the fitness industry is facing severe challenges. In this new historical period,
how to build the customer needs the fitness project and products, improve customer
satisfaction, and constantly improve themselves and enhance competitiveness, to achieve
sustainable development of enterprises, all operators need to face the problem .
This paper adopts literature method, observation method, questionnaire survey
method and so on many kinds of methods, the use of consumer psychology, customer
relationship management, customer satisfaction theory by analyzing the factors affecting
customer satisfaction, establish the structure model, the analysis of the present situation of
customer satisfaction of OULE fitness and health management company, and the related
aspects of the club management measures, analyze the reasons for the analysis of the
current customer satisfaction problems and reference management scheme of different
clubs, puts forward the relevant countermeasures, improve customer satisfaction, enhance
the competitiveness of the club, to promote the constant development of the company.
Through the relevant research of OULE health and health management company,
draw the following conclusions: (1) OULE health club is positioned as high-end market
segments, members of predominantly female, high school education and above the main;
(2) the degree of customer satisfaction is affected by environmental factors, facilities,
coaches, staff and other big; (3) OULE health club does not form a complete membership
management system and customer satisfaction evaluation system, the degree of attention to
customer satisfaction is not high; (4) Customer satisfaction is high for coaches and prices,
and is relatively low for the environment, fitness programs, and facilities.
The results of the comprehensive analysis, the author to improve OULE fitness and
health management company&39;s customer satisfaction with the relevant countermeasures: (1)
attention to market positioning, and create a good brand image; (2) attach importance to山东理工大学硕士学位论文 ABSTRACT
III
market research, and actively carry out marketing innovation; (3) emphasis on customer
satisfaction, the establishment of a conventional measurement system; (4) to strengthen
member management, establish and improve the membership management system; (5) to
strengthen the club hardware facilities to a more high-quality environment to attract
customers; (6) focus on training the coach team, improve service quality; (7) advocates
humane management, attention to staff training; (8) pay attention to male members of the
consumer, to attract more male members; (9) to strengthen curriculum research and
development; (10) clever use of various incentive programs, and consumers to establish
long-term friendly relations.
Key words: Fitness Club; Customer Satisfaction; Customer Relationship Management;
Customer Loyalty山东理工大学硕士学位论文 目录
IV
目 录
摘要.........I
ABSTRACT.. II
目 录....IV
第一章 绪论..1
1.1 研究背景......1
1.2 研究意义......1
1.3 国内外顾客满意度研究现状与趋势.......2
1.3.1 国外顾客满意度研究现状与趋势2
1.3.2 国内顾客满意度研究现状与趋势4
1.4 研究内容与思路......5
1.4.1 研究内容....5
1.4.2 研究方法.......6
1.4.3 技术路线.......6
第二章 相关理论基础........8
2.1 顾客满意度的相关理论研究..........8
2.1.1 顾客满意度的提出...8
2.1.2 顾客满意度的基本内涵.......8
2.1.3 顾客满意度的基本特征.......9
2.1.4 顾客满意度战略.......9
2.1.5 顾客满意度的分析方法.....10
。。。以上简介无排版格式,详细内容请下载查看