商业健身俱乐部品牌形象对顾客忠诚影响的研究--基于链式中介效应分析  

Research on the Influence of Brand Image of Commercial Fitness Club on Customer loyalty--Analysis Based on Chain Mediated Effect

作　　者：王世涛[1] 鉴恩惠 WANG Shi-tao;JIAN En-hui(Jilin Sports University,Changchun 130022,China)

机构地区：[1]吉林体育学院,吉林长春130022

出　　处：《吉林体育学院学报》2022年第3期14-21,共8页Journal of Jilin Sport University

基　　金：吉林省教育科学规划一般项目(GH19424);吉林省哲学社会科学规划一般项目(2021B162)。

摘　　要：本文基于顾客体育健身消费的视角,结合新时代社会对健身服务行业发展的需求,以健身服务消费会员为调查对象,从企业品牌形象、感知价值,满意度和顾客忠诚4个维度设计问卷,对健身服务领域顾客的消费忠诚进行测评,实证分析企业品牌形象影响顾客忠诚的作用机制。结果显示:商业健身俱乐部品牌形象对顾客忠诚有显著正向影响;满意度在企业品牌形象影响顾客忠诚过程中起部分中介作用;感知价值和满意度在企业品牌形象影响顾客忠诚过程中起链式中介作用。In this paper,based on the perspective of consumer sports fitness consumption,combined with the new era of social needs for the development of fitness service industry,fitness service consumer members as the object of investigation,,from the corporate brand image,perceived value,the questionnaire of satisfaction and customer loyalty was designed to measure the customer loyalty in the field of fitness service,and the mechanism of brand image influencing customer loyalty was analyzed empirically.The results show that brand image of commercial fitness clubs has significant positive effect on customer loyalty,and satisfaction plays a part of intermediary role in the process of brand image influencing customer loyalty Perceived value and satisfaction play an intermediary role in the process of brand image influencing customer loyalty.

关 键 词：健身俱乐部 品牌形象 顾客忠诚 中介效应 

分 类 号：G80-05[文化科学—运动人体科学]