商业健身俱乐部服务质量管理研究
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摘要
时间已进入21世纪,随着服务经济的发展,质量管理这一古老的话题却从未曾过时。传统的以生产标准为基础的质量观正在被以满足消费者需求为核心的服务质量观所代替,以消费者满意为最终目的的现代服务质量观念正在逐步确立。在同行业竞争日趋激烈的情况下,更多的企业开始意识到,只依靠外部硬件设施的先进是不能保持长久领先优势的。可以断定,未来企业的竞争必将是服务质量高低的竞争,服务质量必将是竞争成功的决定因素。
众所周知,服务质量是质量管理的核心问题,以服务质量为核心的质量管理应成为新时期企业经营管理的重要内容。此外,随着社会和经济的发展,服务作为重要的管理手段对提升企业核心竞争力以及为企业带来可观的利润越来越凸显重要的作用,而影响服务好坏的一个重要标准就是外部服务质量。
通过在理论上的回顾得知,内部营销、内部服务质量、员工满意度和忠诚度对外部服务质量都有重要的影响。在服务利润链理论基础上我们得知,在企业外部,企业的利润来自忠诚的顾客,而忠诚的顾客的前提是必须使得顾客满意,而外部服务质量又对顾客满意产生重要的决定作用。因此,企业要想在竞争中立于不败之地,就要思考如何保持优质的服务,使其顾客满意,这也是每个企业成功的关键所在。
目前国内健身俱乐部市场总体供给不足,谁能够向顾客提供更加全面优质的服务,谁就能在市场上取得更大优势,招来更多的顾客,取得良好的效益。因此,服务质量是决定商业健身俱乐部企业营销效果、利润收益和竞争实力的核心要素,是俱乐部企业的生命线。如何有效地测评健身俱乐部服务质量水平,并对服务质量进行持续改进是俱乐部服务质量管理的关键。
本研究通过查阅相关文献,探讨服务质量差距模型、服务质量评价模型、服务利润链模型的核心内容,以期能构建适用于健身俱乐部企业的服务质量管理体系,并为健身俱乐部企业提供参考,以帮助其制定有效的运营战略。
本文主要采用实地调查、跟踪访谈、电话咨询等方式与理论研究分析相结合的方法,在查阅大量国内外文献资料的条件下,在分析、假设、归纳和总结的基础上形成了本研究的成果。
通过进一步研究,得出商业健身俱乐部服务质量的感知过程模式、服务质量差距模型、服务质量评价模型、服务利润链模型等理论成果,本研究还针对服务质量评价模型设计了实证研究的模式,并在此基础上构建商业健身俱乐部服务质量管理体系。
The new concept of the time has entered the21st century, with the development of the service economy, this age-old topic of quality management never never outdated. Traditional quality concept is based on the production standards to meet consumer demand for quality of service concept instead of consumer satisfaction as the ultimate goal of the modern concept of the quality of service being established. In the case of the increasingly fierce competition in the same industry, more companies are beginning to realize that only rely on external hardware facilities can not maintain long-term advanced lead. It can be concluded that the future competitiveness of enterprises is bound to be competitive with the level of quality of service, quality of service is bound to be the determinants of competitive success.
As we all know, the quality of service is the core issue of quality management, quality management should be the quality of service as the core business management in the new era. In addition, with the development of social and economic services as an important management tool to enhance the core competitiveness of enterprises as well as to generate substantial profits for the enterprise increasingly highlighted the important role to affect the service is good or bad is an important standard is the external service quality.
Review in theory that, internal marketing, internal service quality, employee satisfaction and loyalty has important implications for external quality of service. Service profit chain based on the theory we learn that, outside the enterprise, the enterprise's profits from loyal customers, loyal customer premise must make customer satisfaction and external service quality and customer satisfaction, generate an important role in the decision. Therefore, the enterprises are to be invincible in the competition, it is necessary to think about how to maintain a high quality of service, so that customer satisfaction, which is key to the success of every enterprise.
Overall supply of domestic/itness club market, who are able to provide customers with a more comprehensive and quality service, who can achieve even greater advantage in the market, attracted more customers and achieve good results. Therefore, the quality of service is to determine the effect of commercial fitness club corporate marketing profit gains and competitive strength of the core elements of the lifeblood of business of the club. How effective evaluation of the fitness club level of service quality, continuous improvement and quality of service club service quality management critical.
This study through the relevant literature to explore the gap between the quality of service model, service the quality of evaluation model, service profit chain model of the core content, in order to be able to build applicable to the fitness club business service the quality of the management system, and provide reference for the fitness club business, in order to help develop effective operational strategy.
In this paper, a field survey, the combined method of tracking interviews, telephone consultation with the theoretical analysis, under the conditions of access to a large number of domestic and foreign literature analysis, assumptions, and summarized on the basis of the outcome of this study.
Mode of perception of the quality of the process of the fitness club services obtained through further research, theoretical results of the evaluation model of the service quality gap model, service quality, service profit chain model, this study also empirical research model designed for the service quality evaluation model, and the fitness club is built on the basis of service quality management system.
众所周知,服务质量是质量管理的核心问题,以服务质量为核心的质量管理应成为新时期企业经营管理的重要内容。此外,随着社会和经济的发展,服务作为重要的管理手段对提升企业核心竞争力以及为企业带来可观的利润越来越凸显重要的作用,而影响服务好坏的一个重要标准就是外部服务质量。
通过在理论上的回顾得知,内部营销、内部服务质量、员工满意度和忠诚度对外部服务质量都有重要的影响。在服务利润链理论基础上我们得知,在企业外部,企业的利润来自忠诚的顾客,而忠诚的顾客的前提是必须使得顾客满意,而外部服务质量又对顾客满意产生重要的决定作用。因此,企业要想在竞争中立于不败之地,就要思考如何保持优质的服务,使其顾客满意,这也是每个企业成功的关键所在。
目前国内健身俱乐部市场总体供给不足,谁能够向顾客提供更加全面优质的服务,谁就能在市场上取得更大优势,招来更多的顾客,取得良好的效益。因此,服务质量是决定商业健身俱乐部企业营销效果、利润收益和竞争实力的核心要素,是俱乐部企业的生命线。如何有效地测评健身俱乐部服务质量水平,并对服务质量进行持续改进是俱乐部服务质量管理的关键。
本研究通过查阅相关文献,探讨服务质量差距模型、服务质量评价模型、服务利润链模型的核心内容,以期能构建适用于健身俱乐部企业的服务质量管理体系,并为健身俱乐部企业提供参考,以帮助其制定有效的运营战略。
本文主要采用实地调查、跟踪访谈、电话咨询等方式与理论研究分析相结合的方法,在查阅大量国内外文献资料的条件下,在分析、假设、归纳和总结的基础上形成了本研究的成果。
通过进一步研究,得出商业健身俱乐部服务质量的感知过程模式、服务质量差距模型、服务质量评价模型、服务利润链模型等理论成果,本研究还针对服务质量评价模型设计了实证研究的模式,并在此基础上构建商业健身俱乐部服务质量管理体系。
The new concept of the time has entered the21st century, with the development of the service economy, this age-old topic of quality management never never outdated. Traditional quality concept is based on the production standards to meet consumer demand for quality of service concept instead of consumer satisfaction as the ultimate goal of the modern concept of the quality of service being established. In the case of the increasingly fierce competition in the same industry, more companies are beginning to realize that only rely on external hardware facilities can not maintain long-term advanced lead. It can be concluded that the future competitiveness of enterprises is bound to be competitive with the level of quality of service, quality of service is bound to be the determinants of competitive success.
As we all know, the quality of service is the core issue of quality management, quality management should be the quality of service as the core business management in the new era. In addition, with the development of social and economic services as an important management tool to enhance the core competitiveness of enterprises as well as to generate substantial profits for the enterprise increasingly highlighted the important role to affect the service is good or bad is an important standard is the external service quality.
Review in theory that, internal marketing, internal service quality, employee satisfaction and loyalty has important implications for external quality of service. Service profit chain based on the theory we learn that, outside the enterprise, the enterprise's profits from loyal customers, loyal customer premise must make customer satisfaction and external service quality and customer satisfaction, generate an important role in the decision. Therefore, the enterprises are to be invincible in the competition, it is necessary to think about how to maintain a high quality of service, so that customer satisfaction, which is key to the success of every enterprise.
Overall supply of domestic/itness club market, who are able to provide customers with a more comprehensive and quality service, who can achieve even greater advantage in the market, attracted more customers and achieve good results. Therefore, the quality of service is to determine the effect of commercial fitness club corporate marketing profit gains and competitive strength of the core elements of the lifeblood of business of the club. How effective evaluation of the fitness club level of service quality, continuous improvement and quality of service club service quality management critical.
This study through the relevant literature to explore the gap between the quality of service model, service the quality of evaluation model, service profit chain model of the core content, in order to be able to build applicable to the fitness club business service the quality of the management system, and provide reference for the fitness club business, in order to help develop effective operational strategy.
In this paper, a field survey, the combined method of tracking interviews, telephone consultation with the theoretical analysis, under the conditions of access to a large number of domestic and foreign literature analysis, assumptions, and summarized on the basis of the outcome of this study.
Mode of perception of the quality of the process of the fitness club services obtained through further research, theoretical results of the evaluation model of the service quality gap model, service quality, service profit chain model, this study also empirical research model designed for the service quality evaluation model, and the fitness club is built on the basis of service quality management system.
引文
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