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.