Relationship between Service Quality and Customer Satisfaction of Nan Ning Fitness Centers, Republic of China

Abstract:

Every organization ought to not only be working toward achieving a high level of customer satisfaction, but they should also be actively working toward achieving that level. Studies correlating influencing factors on the relationship between the quality service and customer satisfaction is scare at the local level. This quantitative research made use of the descriptive, correlational research design to assess influencing factors on the relationship between the quality service and customer satisfaction in Nanning Fitness Centers in China. Findings of this study served as basis for a proposed intervention plan. 200 respondents were recruited and statistical treatments used were frequency distribution, simple percentage, mean score and standard deviation, and Pearson r. Findings of the study revealed that physical environment, customer value, supporting service, switching cost, and purchasing decision were considered to be very important to the respondents. Overall, the influencing factors were considered to be very important in influencing the relationship between the quality service of Nanning Fitness Centers and customer satisfaction. Respondents were very satisfied with the service of the fitness center. Physical environment, customer value, supporting values, switching cost, purchasing decision, and overall factors influencing the relationship between service quality and customer satisfaction were significantly correlated with extent of the clients’ satisfaction with the service. The more important the physical environment, customer value, supporting values, switching cost, purchasing decision, and overall factors influencing the relationship between service quality and customer satisfaction, the higher the extent of satisfaction on the service. To address the findings of the study an in-intervention plan was proposed.

Keywords: Descriptive, correlational design, Fitness Clubs, Influencing factors, Satisfaction with service; Service quality.