| Title: | Study on Customer Satisfaction in Experience Marketing of East Fitness Club in Wenzhou |
| Author: | Wang Xuejun |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | Finance and Accounting |
| Faculty: | Graduate School |
| Academic year: | 2566 (2023) |
| Url: Published: |
EUrASEANs The EUrASEANs: journal on global socio-economic dynamics, issue 6(43), 2023 |
Abstract
After just a few decades, China’s fitness clubs have been developing at a high speed along with the continuous growth of the national economy, and the number of fitness clubs is also increasing, distributed in all provinces, cities, and towns in China. Some good prospects for the development of fitness clubs from the beginning of a now has developed into a dozen directly-managed stores and franchise chains. The aim of this paper is to conduct a customer satisfaction survey on Wenzhou East Fitness Club to analyze and evaluate the marketing effect under different experience standards in its experience marketing. The objectives of this study were 1). to determine the design of an experiential marketing strategy for an East health club, 2). to identify the stages of implementation of experiential marketing in East fitness clubs, 3). to evaluate the customer satisfaction of experiential marketing in East fitness clubs.
This paper uses a mixed research method. Questionnaire on Wenzhou East issued questionnaire party fitness club 12 fitness club potential customers as the object of investigation, the article on the club to experience the customer using the occasional sampling method, the questionnaire distribution time is mainly concentrated in September-December 2022, each fitness club to issue 50 questionnaires, questionnaires sent to the customer to fill out the questionnaire and then retrieved, a total of 600 questionnaires issued to ensure that the questionnaire effect, the questionnaire issued after the end of the customer fitness experience, the customer experience, the questionnaire is issued to the customer. The result of this study is the customer’s satisfaction with the experience effect of Wenzhou East Fitness Club is high and meets the customer’s psychological expectations, which indicates that the implementation of the experience marketing strategy of Wenzhou East Fitness Club has been realized in all aspects of the customer experience process.
Keywords: fitness club, experience marketing, customer satisfaction, marketing strategy.
Study on Customer Satisfaction in Experience Marketing of East Fitness Club in Wenzhou
Master of Business Administration (International Program), Siam University, Bangkok, Thailand