摘要
服务质量是影响顾客服务品牌忠诚的关键因素。在既有研究成果基础上,以健身服务消费会员为调查对象,构建健身服务质量影响顾客品牌忠诚作用机制模型,并进行实证分析。结果显示:除环境质量维度对品牌信任无显著正向影响外,服务质量其他维度对顾客满意和品牌信任均具有显著正向影响,并通过顾客满意和品牌信任对顾客品牌忠诚产生不同作用。
Service quality is the key factor to influence customer brand loyalty. Based on precious studies, the paper takes the members of fitness club as the objects to build a mechanism model to analyze how fitness service quality influences the customer＇ s loyalty to brands. The results indicate that except for the environment quality, other dimensions of service quality have significant positive impact on consumer satisfaction and brand trust, and thereafter affect brand loyalty of customers through different ways.
出处
《上海体育学院学报》
CSSCI
北大核心
2012年第5期31-35,共5页
Journal of Shanghai University of Sport
基金
国家体育总局体育社会科学研究项目(1709SS12102)
关键词
健身服务
服务质量
顾客满意
品牌信任
品牌忠诚
fitness service
service quality~ customer satisfaction
brand trust
brand loyalty
