近年来，随着天津市的经济快速发展以及收入水平提高，人们对生活质量的 需求也随之不断提高，对健康也愈加重视，在对服务进行选择时的挑选标准也同 期上涨。因此，天津市高端健身俱乐部随着用户的需求量不断提高将迎来良好的 发展机遇。但在面临着良好机遇的同时，健身服务行业市场竞争也越来越激烈。 而天津市的高端健身俱乐部想要在现有环境中寻求生存发展，那么自身的服务质 量将起到决定性的作用，同时顾客满意度也将影响其能否留住顾客，而顾客的口 碑传播意愿则有助于其形成品牌优势。 本研究选取天津市高端健身俱乐部的会员作为研究对象，在总结前人对服务 质量、顾客满意度及口碑传播意愿的基础上，选用SSQRS模型的四个维度来进 行对天津市高端健身俱乐部的测量，并通过调查问卷的方式获取天津市高端健身 俱乐部会员对其服务质量、顾客满意度及口碑传播意愿的相关数据，并通过统计 分析手段来研究在服务质量对口碑传播意愿影响中顾客满意度起到的中介作用。 研究结果发现顾客满意度在服务质量对口碑传播意愿的影响中起部分中介 作用，并且验证了俱乐部的服务质量对其顾客满意度、服务质量对口碑传播意愿 及顾客满意度对口碑传播意愿均成正向相关，并据此对天津市高端健身俱乐部提 出升服务质量，进而提高顾客满意度及口碑传播意愿的指导性建议。并且在与前 人相关研究结论对比中发现高端健身俱乐部的顾客满意度几乎不受活动环境质 量和交互服务质量的影响，与前人的研究结果不同。可见高端健身俱乐部的活动 环境质量和交互服务质量本身就保持在较高水平，与其他档次的相比具有一定的 特殊性。 关键词：服务质量，顾客满意度，口碑传播意愿，SSQRS模型 II ABSTRACT Inrecentyears,withtherapideconomicdevelopmentofTianjinandtheincrease inpersons’income,demandforqualityoflifehasbeenconstantlyincreasingand peoplehavepaidmoreattentiontohealth,andtheselectioncriteriaforserviceshave alsoriseninthesameperiod.Therefore,thehigh-endfitnessclubsinTianjinwill haveagooddevelopmentopportunitywiththeincreasingdemandofusers.However, inspiteofgoodopportunities,thebusinessenvironmentinfitnessserviceindustryis becomingmoreandmorecompetitive.Andtheservicequalityofhigh-endfitness clubs’playsadecisiveroleinthesurvivalanddevelopmentintheexisting environment.Atthesametime,customersatisfactionwillaffectwhethertheycan holdthecustomers.Customers’willingnesstospreadwordofmouthwillhelpthem buildbrandadvantages. Inthisstudy,themembersofTianjinhighendfitnessclubwereselectedasthe researchobject.Onthebasisofsummarizingthepredecessors'servicequality, customersatisfactionandword-of-mouthcommunicationintention,thefour dimensionsofSSQRSmodelwereusedtomeasurethehigh-endfitnessclubin Tianjin.Andthroughquestionnaires,thedataofTianjinhigh-endfitnessclub members'willingnesstoservicequality,customersatisfactionandword-of-mouth communicationwillbeobtained,andstatisticalanalysiswillbeusedtostudy customersatisfactionintheimpactofservicequalityonword-of-mouth communicationwillingness. Theresearchresultsshowthatcustomersatisfactionplaysaroleinmediatingthe effectofservicequalityonword-of-mouthcommunicationwillingness,andverify thatthecustomersatisfactionispositivelyrelatedtoservicequalityandcustomer satisfactionispositivelyrelatedtoword-of-mouthcommunicationwillingness. Accordingly,Tianjinhighendfitnessclubissupposedtoimprovethequalityof service,andcustomersatisfactionandthewillingnesstospreadwordofmouthare thusimproved.Andincomparisonwithpreviousresearchconclusions,itisfoundthat thecustomersatisfactionofhigh-endfitnessclubsisalmostindependentofthequality oftheactiveenvironmentandthequalityofinteractiveservices,whichisdifferent fromtheresultsofpreviousstudies.Itcanbeseenthatthequalityoftheactivity environmentandthequalityofinteractiveservicesofthehigh-endfitnessclubs themselvesaremaintainedatarelativelyhighlevel,whichhascertainpeculiarities comparedwithothergrades. III KEYWORDS:Servicequality,customersatisfaction,wordofmouth,SSQRS model IV 目录 第1章绪论..................................................................................................................1 1.1研究背景.........................................................................................................1 1.2问题的提出.....................................................................................................2 1.3研究意义.........................................................................................................4 1.3.1理论意义..............................................................................................4 1.3.2实际意义..............................................................................................4 1.4本文研究方法.................................................................................................5 1.4.1文献资料法..........................................................................................5 1.4.2问卷调查法..........................................................................................5 1.4.3数理统计法..........................................................................................5 1.5研究构架与主要内容.....................................................................................5 1.5.1研究构架..............................................................................................5 1.5.2研究内容..............................................................................................6 1.6文章结构.........................................................................................................7 1.7研究技术路线.................................................................................................8 第2章文献综述..........................................................................................................9 2.1服务质量.........................................................................................................9 2.1.1服务质量的概念..................................................................................9 2.1.2服务质量的测量................................................................................10 2.2顾客满意度...................................................................................................15 2.2.1顾客满意度的理论模型....................................................................16 2.2.2顾客满意度的测量模型....................................................................19 2.3口碑传播.......................................................................................................20 2.3.1口碑传播的概念................................................................................20 2.3.2口碑传播的特点................................................................................22 2.3.3口碑传播具有的实际意义................................................................24 2.4服务质量、顾客满意度和口碑传播意愿三者间关系研究.......................25 2.4.1服务质量与口碑传播意愿的关系....................................................25 2.4.2服务质量与顾客满意度的关系........................................................26 2.4.3顾客满意度与口碑传播的关系........................................................28 第3章研究假设、研究模型及研究设计................................................................31 V 3.1研究假设.......................................................................................................31 3.1.1服务质量与顾客满意度的关系........................................................31 3.1.2顾客满意度与口碑传播的关系........................................................32 3.1.3服务质量、顾客满意度和口碑传播三者间的关系........................32 3.2研究模型.......................................................................................................33 3.3研究设计.......................................................................................................34 3.3.1调查对象及数据的收集....................................................................34 3.3.2问卷的预调研....................................................................................34 3.3.3根据预调研结果进行问卷调整........................................................35 3.3.4正式调研与数据收集........................................................................35 3.3.5数据测量及问卷组成.........................