Research on Customers' Satisfaction and Loyalty towards Yoga Studios in Shenyang on the Model IPA

Hu Mengtong

Yunnan Minzu University

Abstract：

Against the backdrop of the Healthy China strategy and rising public health awareness, yoga‑an exercise combining physical fitness, psychological regulation and spiritual practice‑has boomed across China’s urban market, with growing participant numbers in 2023. Nevertheless, post‑pandemic rational health consumption and fierce competition have created widespread challenges for local yoga studios such as member churn, homogeneous services and low customer loyalty. Taking Shenyang yoga studios as research subjects, this paper employs the Importance-Performance Analysis (IPA) model alongside literature review, questionnaires, expert interviews and fieldwork. It establishes an evaluation system covering service environment, facilities, course quality, staff competence, pricing and after‑sales service. Empirical results reveal fairly high overall customer satisfaction, yet notable deficiencies in facility completeness, course update frequency, staff attitude, nutritional guidance and pricing rationality. IPA quadrant analysis distinguishes indicators for priority optimization. Shenyang yoga consumers show satisfactory renewal and word‑of‑mouth loyalty but remain highly price‑sensitive. Targeted optimization suggestions are put forward across the six dimensions to align with consumer demands, improve service experience and foster loyalty. This research offers theoretical and practical references for upgrading Shenyang’s yoga sector and advancing sound regional sports‑consumption development. 

Key Words：

IPA model; yoga studios; customer satisfaction; customer loyalty