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als in  marketing. Good customer  relationship  is  significant  intangible  assets  for  fitness centers.  If  fitness  centers  ignore  the  business relations with customers, customer loyalty will gradually be eroded. As a result,the fitness centers will gradually lose this asset which will impact their revenues and profitability (Anton, 1996).   
 
Therefore,  this  research  is  to  study  the  impact  of  fitness  center’s  service  quality  on  customer’s  renewal 
willingness and in hope that the findings will be used to provide a better strategy for managing fitness centers.   
 
Research Purposes 
 
Based on the research motivation and background, this study is to further explorethe relationship between fitness center’s service quality and consumer’s renewal willingness to establisha suitable theoretical model. Facing with fierce competitions, fitness centers should let consumers have their ownchoices  of selecting their preferred fitness center in order to improve service quality and achieve a lower customerattrition rate. This is the primary focus of this study. 
 
It is hoped that the results of this study will provide fitness centers industrywith a better marketing strategy to be more in line with the direction of current marketing trend. 
 
CHAPTER TWO: LITERATURE REVIEW 
CHAPTER THREE: RESEARCH METHODOLOGY
CHAPTER FOUR: DATA ANALYSIS 
CHAPTER FIVE: CONCLUSION AND CONTRIBUTION 
BIBLIOGRAPHY 
 
1.  Anton, J. (1996). Customer relationship management. Prentice Hall 
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3.  Buchanan, J.M. (1965), "An economic theory of clubs", Economicia, 32(125), 1-14.   
4.  Bitner, M.J. (1990), "Evaluating service encounters: the effects of physicalsurroundings and employee responses", Journal of Marketing, 54, 69-82. 
5.  Bolton, R. N. y Drew, J. H. (1991a). A multistage model of customer'sassessments of service quality and value. Journal of Consumer Research, 17(4), 375-384. 
6.  Cronin, J.J., & Steven, A.T.(1992). Measuring Service quality: A Reexaminationand Extension. Journal of Marketing, 56(July), 55-68. 
7.  Craig A. Mertler, Rachel A. Vannatta. (2005). Advanced and multivariatestatistical methods: practical application and interpretation. Glendale, CA : Pyrczak, c2005. 
8.  Day, G. (1994). “The capabilities of market-driven organizations,” Journalof Marketing, 58(4), 37-52. 
9.  Gale, B.T. (1994). Managing Customer Value, Free Press, New York, NY. 
10.  Hepworth, M. and P. Mateus (1994). Connecting customer loyalty to the bottomline. Canadian Business Review, 21(4), 40-43. 
11.  IHRSA(2004).Trend Report 2004, July 2004: IHRSA 
12.  Juran, J. M. (1989). A universal approach to managing for quality. QualityProgress, 6(5), 15. 
13.  Levitt, T. 1972. Production-本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。