Research of the Performance Effects of Customer Value of Fitness Center Customers on Customer Relationship Management and Brand Loyalty through Customer Satisfaction: Sample of Manisa City

Abstract

The importance of change and development process in enterprises which render the services with globalization and rapid technological progressis increasing every passing day. The reason of this change arises from wishing of enterprises to provide quality service and place the customer at center of that service. A similar situation applies to the sports enterprises as well. The sports enterpriseswhich are in business nowadays recognize that they should go beyond the meeting customer needs and requests to be remained standing. Accordingly, it's essential to make programs for customer satisfaction by determining the levels of customer value that customers perceive as well as continuity and efficiency in services provided.Based upon these statements,analysing the effects' relationship on brand loyalty and customer relationship management performance through customer satisfaction of the customer value forms the purpose of this study. In Manisa town, 292 members registered at a fitness center which provide services in accordance with the principles above constitute the group of study. In order to obtain data in research; it was applied the scale of Sweenay and Soutar (2001), to the customer value; the scale of Onaran, Bulut and Ozmen (2013) who made Turkish adaptation of Wang, Lo, Chi, and Yang's (2004) scales to the customer satisfaction, brand loyalty and customer relationship management (CRM) performance. Also it was used personal information form in order to obtain customers' personal characteristics. In the research, path analyisis was made with statistics, confirmatory factor analysis (CFA) to test the relationship between variables in the model. According to path analyisis between variables, it was found that there is effect of high levels through customer satisfaction on brand loyalty and CRM performance of the customer value.