Service Quality Evaluation of Fitness Clubs Based on SERVQUAL Scale

摘要

The role of service quality in the success of fitness clubs can not be denied. Identifying the specific expectations of customers, the dimensions of the service quality, and their relative importance for customers for each specific segment of fitness industry would definitely help managers in the challenge of improving the service quality. The objectives of this study were to investigate the service quality expectations of fitness clubs customers by SERVQUAL scale. The result shows that customers of fitness club had the highest expectations for the dimension of 'empathy' followed by 'assurance', 'reliability', 'tangibility' and 'responsiveness', respectively. On the other side, customers of fitness club had the lowest perception for the dimension of 'empathy' followed by 'responsiveness'.'reliability, 'assurance', and, 'tangibility'. The gaps between expectation and perception are significant, especially in dimension of 'empathy', therefore fitness clubs should take measures to exactly know what th customers really needs, and pay more attention on individualized and potential needs and so on.