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在健康和健身行业的质量利息已大幅增长，在过去的十年。驻济越来越多地放置于满足会员的期望和需要更大的重视。随着越来越多的竞争，进入这个行业的场馆设施和服务委员的看法正变得越来越重要。
Abstract
Interest in the quality of the health and fitness industry has grown considerably over the last decade. Gymnasiums are increasingly placing greater emphasis on meeting members’ expectations and needs. As more competition enters this industry, members’ perceptions of gymnasiums facilities and services are becoming more important. It is apparent that there is a need to measure the gaps that exist between members’ expectations and perceptions of service quality at Virgin Active gymnasiums in the greater Durban area.
The instrument used to assess the gaps between members’ expectations and perceptions of service quality was the SERVQUAL questionnaire, according to five quality dimensions: reliability, responsiveness, assurance, empathy and tangibles. The smallest dimension gap score proved to be tangibles, while the largest gap score of the study proved to be empathy, followed by responsiveness.
Introduction
Due to the focus on recreation and wellness, Virgin Active opened gymnasiums throughout South Africa. Many health and fitness centres have tried and failed to make a success in Durban, while Virgin Active gymnasiums have grown and prospered over the past few years. Virgin Active has gained more members by providing the latest technological equipment and exercise practices to meet their customers’ expectations of service quality. Customer service quality is critical at Virgin Active gymnasiums for their sustenance and growth. Interest in service quality has grown over the last decade due to increasing competition, which has led managers into finding ways to improve profitability. Service quality attracts more and better customers to the business which, in turn, leads to increased profits (Zeithaml, Bitner and Gremler, 2006: 547). Virgin Active gymnasiums need information on the gaps that they are not filling to help them monitor and improve their equipment and exercise practices to meet their members’ expectations of service quality. Customer service is the most effective and least expensive way to market a business.
The focus of this research study was to determine the gaps that exist between members’ expectations and perceptions of service quality at Virgin Active gymnasiums. The aim of this research was to offer management insight into improving the efficiency and effectiveness of service quality and the opportunity to address any issues impacting the delivery of quality service at Virgin Active gymnasiums. In doing so, Virgin Active gymnasiums should increase their retention of existing members and signing up new members to acquire a larger share of the market.
Theoretical Framework
Research Method
Recommendations based on findings
Recommendations for further research
References
Bodet, G. (2006). Investigating Customer Satisfaction in a Health Club Contaxt by an Application of the Tetraclasse Model. European Sport Management Quarterly, Vol. 6, No. 2, pp. 149-165.
Bruhn, M. and Georgie, D. (2006). Service Marketing: Managing the service value chain. London: Prentice Hall, Pearson Education Limited.
Harris, E.K. (2003). Customer Service: A Practical Approach. 3rd Edition. New Jersey: Prentice-Hall.
Kotler, P. and Keller, K. (2006). Marketing Management. 12th Edition. New Jersey: Prentice-Hall.
Parasuraman, A., Zeithaml, V.A. http://www.steelbee.net/baogao/c368 and Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, Vol. 49, pp. 41-50.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). SERVQUAL: a multi-item scale for measuring consumer perceptions of the service quality. Journal of Retailing, Vol. 64, No.1, pp. 12-40.
Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2006). Services Marketing: Intergrating Customer Focus across the Firm. 4th Edition. New York: McGraw-Hill.
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