ABSTRACT

Research question

A significant advancement in marketing studies has been the use of big data analytics to explore and derive customer experience (CX) insights. With fitness businesses’ pivoting towards managing CX along the entire customer journey, this study aimed to understand CX in the commercial fitness industry.

Research methods

A textual corpus of three million words was extracted from a total of 24,231 Yelp reviews on 1,045 fitness clubs in the United States. Structural Topic Modeling (STM), content analysis, and topic network analysis were performed to identify CX themes and their inter-relationships. We then inductively identified topics and themes germane to CX in fitness clubs and derived a general CX model.

Results and findings

Sixty-eight relevant topics were identified through an iterative STM and content analysis process and were subsequently interpreted using the CX paradigm and experience design framework (Funk, 2017 Funk, D. C. (2017). Introducing a Sport Experience Design (SX) framework for sport consumer behaviour research. Sport Management Review, 20(2), 145–158. https://doi.org/10.1016/j.smr.2016.11.006[Taylor & Francis Online], [Web of Science ®] , [Google Scholar]; Voss et al., 2008 Voss, C., Roth, A. V., & Chase, R. B. (2008). Experience, service operations strategy, and services as destinations: foundations and exploratory investigation. Production and Operations Management, 17(3), 247–266. https://doi.org/10.3401/poms.1080.0030[Crossref], [Web of Science ®] , [Google Scholar]). Our final model integrates experience design elements (i.e. stageware, orgware, customerware), customer journey (i.e. pre-usage, usage, post-usage) and CX (i.e. subjective and internal responses) and shows the interrelationships among them.

Implications

Our model offers an integrative and coherent theoretical framework to examine CX in commercial fitness clubs. Our model and methodology allow researchers and organizations not only to capture CX and the relative salience of CX topics, but also to track CX trends over time, compare the experience design elements of an organization, measure CX performance against competitors, and link CX topics to other criterion variables (e.g. retention rate, financial performance, business survivability).

中文翻译：

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健身俱乐部客户体验的归纳模型：结构主题建模方法

摘要

研究问题

营销研究的一个重大进步是使用大数据分析来探索和获得客户体验 (CX) 见解。随着健身企业转向在整个客户旅程中管理客户体验，本研究旨在了解商业健身行业的客户体验。

研究方法

从美国 1,045 个健身俱乐部的 24,231 条 Yelp 评论中提取了 300 万字的文本语料库。进行结构主题建模 (STM)、内容分析和主题网络分析来识别 CX 主题及其相互关系。然后，我们归纳确定了与健身俱乐部中的 CX 密切相关的主题和主题，并得出了通用的 CX 模型。

结果和发现

通过迭代 STM 和内容分析流程确定了 68 个相关主题，随后使用 CX 范式和体验设计框架进行解释（Funk，2017 年） 芬克，华盛顿（2017）。引入用于体育消费者行为研究的体育体验设计（SX）框架。体育管理评论，20 （ 2 ），145-158 。https://doi.org/10.1016/j.smr.2016.11.006 [Taylor & Francis Online]、[Web of Science®]  、[Google Scholar]；沃斯等人，2008 Voss, C.、Roth, AV和Chase, RB ( 2008 )。经验、服务运营策略和服务作为目的地：基础和探索性调查。生产与运营管理， 17 （ 3 ），247-266。https://doi.org/10.3401/poms.1080.0030 [交叉引用]、[Web of Science®] 、[Google 学术搜索] ）。我们的最终模型集成了体验设计元素（即舞台软件、组织软件、客户软件）、客户旅程（即使用前、使用中、使用后）和CX（即主观和内部反应），并显示了它们之间的相互关系。

影响

我们的模型提供了一个综合且连贯的理论框架来检查商业健身俱乐部的客户体验。我们的模型和方法使研究人员和组织不仅能够捕获 CX 和 CX 主题的相对显着性，而且还能够跟踪一段时间内的 CX 趋势、比较组织的体验设计元素、衡量与竞争对手相比的 CX 绩效，并将 CX 主题链接到其他标准变量（例如保留率、财务绩效、企业生存能力）。