健身俱樂部運用關係行銷之探討

The Application of Relationship Marketing in Health Clubs

服務業的蓬勃發展在我國的經濟體系中扮演著越來越重要的角色。然而服務業與生俱來的特性，使得企業盡其所能的提高服務品質並朝幾近完美的服務傳遞過程而努力。關係行銷是藉由跟顧客的溝通與互動的媒體來直接與顧客進行對話，藉此了解顧客個別需求為何，並提供符合顧客需求的個人化產品或服務。企業採用關係行銷可以幫助其設計並提供核心的及顧客認知較好的服務組合，顧客與企業發展關係除期望獲得滿意的核心服務傳遞外，也可能期望獲得有別於核心服務的其他利益。因此本研究從顧客關係管理及關係行銷的角度出發，並透過關係行銷以對健身俱樂部之運用進行分析，期望能夠給予健身俱樂部經營管理者在未來營運上的參考。

The boom of service industry has been playing an important role in Taiwan economic entity. Due to the characteristic of service, industries have been making effort to improve service quality and head to perfectly service delivery process. Through communicating with customers and interacting with media, service industries take relationship marketing as a tool to communicate with their customers directly, understand the need of individual customer and offer customer-made and service that meet customer's need. Taking relationship marketing, service industries could design and offer core and better combinations of service. Customers and service industries develop relationship not only for satisfying core service delivery process, but also for other benefits that different form core service. This study took management of customer relationship and relationship marketing as a viewpoint, and analyzed health club through relationship marketing. This study may offer advices of management for managers in health clubs in the future.