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health & fitness clubs are providing an important kind of sporting service.
On the basis of questionnaires and interviews with relevant research results,
consumers of health & fitness clubs in Liverpool area are studied about
their structures including ages, genders, etc., motivation of consumption, and consumption
level as well as demand characteristics. Through impressing on the wheel of
consumer behavior model, the factors affecting consumer behavior are also
analyzed. The most predictable and accessible segments like young adult,
affluent, health or appearance conscious consumers are concluded; their lifestyles easily integrate to leisure activities,
and time pressure or financial costs are their key concerns. Targeting marketing
strategies of the clubs are suggested accordingly in order to design service channel, price reasonably, communicate
with consumers and provide satisfying environment.
Since the reform and
opening-up, China’s foreign trade has obtained at breakneck speed, and in the international
competition accumulated the massive trade surplus and foreign exchange reserves.
That makes some western countries claim that the value of RMB was severely underestimated, which brought about unprecedented and consecutive appreciation pressure of
RMB. The appreciation of RMB is highly related to the balance of the internal and
external economics. This paper analyzes the background and the impact on Chinese
economy of RMB appreciation, and then puts forward some recommendations or strategies
competition in the market is increasingly fierce, increasing consumers’
switching cost has already become an important strategy for enterprises.
However, existing research lacks discussion about switching costs in the
standard competition market. This research develops a model of switching costs’
impact on customer retention in the standard competition market. The findings
suggest that in the standard competition market, different factors that affect
customer switching costs have different effects on switching costs. Technology
standard complexity, technology upgradability, and customer investment have
significant positive influences on switching costs, but the customer experience
presents the negative correlation with switching costs. Furthermore, switching
cost is positively related with customer retention, especially the lost benefit
cost which has the largest impact on customer retention. This study improves
the researches of switching costs antecedent influencing factors, and it is of
much importance for enterprises in the standards competition to manage
switching costs better and implement customer retention.