The effects of customer service on customer satisfaction - A case of HCM California Fitness and Yoga centers
Abstract
Customer service and customer satisfaction have been discussed widely over
years and they are also the marketing goals of many companies. California Fitness
and Yoga Centers are one among companies that expect to exceeds the customer
satisfaction as well as their brand loyalty.
This research aims to examine the factors that affects the service quality to the
customer satisfaction and brand loyalty through customers who use the fitness
service at Hồ Chí Minh CFYC. The SERQUAL scale of Parasunaman is used in
this study to measure the service quaily at CFYC.
The survey has conducted through a structered questionaire and has collected
from 300 people who choose CFYC as the place to physically practise in Hồ Chí
Minh city.
Among different aspectsthat affects customer satisfaction, Parasunaman
proved that empathy, responsiveness, tangibility, realiability and assurance are
those which have directly impact on the customer satisfaction. Besides, price is
another factor that is believed to decide the level of member‟s satisfaction.
The research has pointed out clearly which dimensions CFYC should focus as
to improve their service quality, the strongly relationship between customer
satisfaction and brand loyalty. Therefore, this study may be a good implication for
CFYC in enhancing their strategies to decrease their rate of customer loyalty.